Brand M amp;amp; A - Fu Xi- Xi disaster-.docVIP

 PAGE \* MERGEFORMAT 15 Brand M amp;amp; A - Fu Xi? Xi disaster? Brand M amp;amp; A in enterprises of all assets of the merger, integration, optimization of assets, mergers and acquisitions characterized by different, it is only related to intangible assets - brand, M amp;amp; A refers to a corporate ownership of another company’s brand acquisitions, the right to use the brand assets, and is responsible for shaping, managing and maintaining the brand, and ultimately the purpose of enhancing brand value. Brand M amp;amp; A is brand equity transfer of ownership, is the embodiment of brand value is the direction and trend of mergers and acquisitions. Leroy brand TCL Group of China’s brand M amp;amp; M amp;amp; A can be seen as the first case, through its analysis, the brand can have a clear grasp of mergers and acquisitions. TCL M amp;amp; Leroy August 12, 2003, TCL Group and the South Science City Development Co., Ltd. in Guangzhou jointly hold a press conference, which lasted more than a year of brand acquisitions with ‘digital Leroy’ the formal establishment of the curtain. The newly established Guangzhou Digital Technology Co., Ltd. to Lehua Lehua brand for the production and sale of color TV sets, in which TCL Holdings (BVI) Co., Ltd. invested 84 million yuan, the South Science City Development Co., Ltd. invested 36 million yuan, with each holding 70% and 30%, the first phase of the project total investment 248 million yuan. The brand acquisition, TCL and the original Leroy does not exist ‘mergers’ and ‘buy’ relationship. Digital Leroy Leroy neither received the original production base, nor to take over the staffing of the original Leroy, of course, nor is there any claims, liabilities. After the brand acquisition, TCL Group will be completely digital Leroy as a second independent brand cultivation, side by side to form the TCL and Leroy’s dual-brand strategy. Digital Leroy joint use of color TV sets with the TCL Group, TCL Multimedia Part of the resourc