Original title: Brand Portfolio Strategy for Mergers and Acquisitions
Translated title: Strategie portfólia značky pro fúze a akvizice
Authors: Simonova, Olga ; Lhotáková, Markéta (advisor) ; Král, Petr (referee)
Document type: Master’s theses
Year: 2014
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: [eng] [cze]
This study represents an analysis of theoretical frameworks around brand integration strategies after mergers and acquisitions. The theoretical part of the paper is dedicated to the importance of brand equity, motives and advantages of brand acqui-sition and defines possible frameworks for brand integration strategies. A case study has been conducted on the application of the possible brand integration strategies based on an in-depth interview and thorough analysis of the outcomes of a specific acquisition in the domestic appliances industry Práce se věnuje analýze hodnoty značky z pohledu zákazníka a firmy. Analyzuje se akvizice značky, její motivy, výhody y nevýhody. Teoretické základy se uplatňují ve druhé části práce, která se zabývá případovou studií akvizice Britské značky domácích spotřebičů
Keywords: brand acquisition; brand equity; brand portfolio; akvizice značky; hodnota značky; portfólio značek

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/48074

Permalink: http://www.nusl.cz/ntk/nusl-194156


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses