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Asian Journal of Management
Year : 2020, Volume : 11, Issue : 2
First page : ( 181) Last page : ( 186)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2020.00028.1

An Emerging Concerns on Strategic formulation in Brand consolidation

Dr. Hemantha Y*

Associate Professor, Adarsh Institute of Management and Information Technology, Bangalore

*Corresponding Author E-mail: hemanthtrend@gmail.com

Online published on 10 August, 2020.


Very recently, it is seen that mergers and acquisitions are lofty in Indian business which is evident in International reports from Forbes, U.S. News and World Report and National news report and research reports. In this situation, it is believed that brand consolidations are obligation to Big brands among two companies business models because it makes sense that they have to present one voice and one brand should represent the marketplace. The real issue here is that when strategic decisions are not made properly during brand consolidation it may lead to doom. This study addresses the various aspects bound to take place during strategic decisions when CEO does not focus on brand architecture.



Brand consolidation, Mergers and acquisitions, Brand strategy, Brand architecture.


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