In a globalised world with more competitors vying for shelf space across the globe, consumers are overloaded with information and continue to place increasing importance on brands.
The concept of rebranding is an often-misunderstood one.
In the recent past, organisations were using brand architecture to manage increasingly complex brand portfolios and implement business strategies that would allow them to manage their innovation pipelines.
The primary objective of boardrooms is to build and sustain shareholder value over the long-term.
For the modern brand, sustainable competitive advantage can not be built upon logo design, taglines, packaging or marketing campaigns.
Mergers and acquisitions can be valuable for a brand for many reasons: improving existing products or services, change of personality or direction, a gateway to foreign markets, and acquiring talented people or intellectual property.
China leads all emerging markets with 89 companies on the latest Fortune Global 500 list of the world’s largest.