One brand too many4 min read 28 Apr 2017, 01:46 AM IST
Does it make sense to maintain a dual brand strategy like it would be the case when Idea Cellular and Vodafone India complete their merger
In an article published in the Advertising Age 20 years ago (21/1/1997), editor Rance Crane wrote: “When a packaged goods company buys a famous brand name, much of the cost of the purchase is attributed to the value of the brand name. But when a bank buys another bank, the brand name of the acquired bank is zero. What a waste."
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