品牌并购中的品牌文化与企业文化矛盾（The contradiction between brand culture and enterprise culture in brand merger and acquisition）.docVIP

品牌并购中的品牌文化与企业文化矛盾（The contradiction between brand culture and enterprise culture in brand merger and acquisition） Personally, I am very concerned about mergers and acquisitions in Chinese enterprises, such as Lenovos acquisition of IBMs computer division, TCLs acquisition of Al Carter, Schneider, and BenQs acquisition of SIEMENSs mobile division. In the process of attention to a problem that had plagued me, is the contradiction between brand culture and corporate culture, the acquirer will produce what the corporate culture influence on merger brand, especially the acquisition of the brand strong case. For example, Im a loyal user of IBM, and Im going to face a problem: next time I buy a computer, will I buy ThinkPad? Figure Rendafanglve - mergers and acquisitions M like to marry, their brand as a child, how to be a good stepfather stepmother, will be a strategic problem. If the merger is weak strong enterprises, and the influence of other brands on the market is too weak, it can be each others brand of frozen up, if the other brands also have some influence, it can be positioned in the low-end, multi brand strategy, in this case, the negative impact of brand culture brand of enterprise culture on mergers and acquisitions of small, even have the promotion function. But once the weak enterprises, mergers and acquisitions of strong brands, such as Lenovo mergers and acquisitions IBM brand, or two of the strength of the brand and the equivalent of enterprise mergers and acquisitions, such as HP acquisition compaq. The other side of the brand can not be abandoned, corporate culture of brand culture will have any impact? According to the relationship between corporate culture and brand culture, we can simply divide into close relationship and loose relationship. Close type products, plant products, is a three character, brand is often a deep accumulation of corporate culture, for example, IBM is the industry leader, brilliant blue giant, a mention of IBM is the best, the