Premium
Buying A Brand: What You Can't See Can Hurt You
Author(s) -
Phillips Peter L.
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00193.x
Subject(s) - dilemma , nature versus nurture , business , marketing , brand management , advertising , identity (music) , investment (military) , sociology , political science , law , philosophy , epistemology , politics , anthropology , physics , acoustics
BECAUSE OF THE RISK and enormous investment it takes to create and nurture a new brand, buying companies that already have strong brands is a common growth strategy. The dilemma in these circumstances is how to maintain—let alone improve and expand—the identity, promise, and consumer relationships that come with the acquired brand while integrating the brand within the parent organization. Peter Phillips reflects on problems that can arise and recommends some design management solutions.