并购品牌整合对企业品牌资产的影响研究

On the Impact of Brand Integration on Brand Equity in the Enterprise′s M&A

全球金融风暴引起新一轮的企业并购浪潮。在品牌并购中,品牌整合是企业要解决的核心问题。文章在梳理相关文献的基础上,分析了品牌整合对品牌资产的影响过程,构建了基于消费者的品牌整合对品牌资产影响的理论模型,并提出加强并购品牌整合的对策建议。

The financial crisis brings a new round of mergers, in which the core is brand integration. On the basis of arranging related documents, this paper analyses the influence that the brand integration had on the brand equity, builds the theory model which is based on the impact of brand integration on brand equity, and proposes suggestions about how to improve the brand integration in the M＆A.