HomeResearch Articles What Works: Post-Acquisition B-to-B Brand Strategy

What Works: Post-Acquisition B-to-B Brand Strategy

When two organizations come together through acquisition, a massive integration effort inevitably follows - teams, systems, processes, and often even products themselves must be integrated. Perhaps the most visible external symbol of this integration effort is the brand itself, and yet it tends to often be an area in which decisions are made based on intuition and feeling instead of business rationale. In this OnDemand session, Erin Provey will provide a best-practice framework for making decisions about the future of the acquired brand based on its current and future value to the business.
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