Brand Portfolio Strategy for Mergers and Acquisitions
| Thesis title: | Brand Portfolio Strategy for Mergers and Acquisitions |
|---|---|
| Author: | Simonova, Olga |
| Thesis type: | Diploma thesis |
| Supervisor: | Lhotáková, Markéta |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | 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 |
| Keywords: | brand acquisition; brand portfolio; brand equity |
| Thesis title: | Strategie portfólia značky pro fúze a akvizice |
|---|---|
| Author: | Simonova, Olga |
| Thesis type: | Diplomová práce |
| Supervisor: | Lhotáková, Markéta |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | 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: | hodnota značky; akvizice značky; portfólio značek |
Information about study
| Study programme: | Ekonomika a management/International Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 4. 12. 2014 |
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| Date of submission: | 13. 7. 2015 |
| Date of defense: | 9. 9. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/50490/podrobnosti |