There s a host of new marketing advantages brought about by bundling powerhouse brands. However, in order to realise these benefits companies are going to have to be willing to invest in advertising and promotion. Dollars spent against the right brands will lead to long term revenue growth. Companies need to assure consumers that the qualities they love about a particular brand such as off-beat packaging or a commitment to children's health will continue. Food and beverage companies that preserve the equity of the brands in their newly acquired product portfolios will gain the most value from their merger.
Smart executives know that companies own trademarks, consumers own brands.
Yes, that s why when companies initially present filings to the competition authorities they are very open about what they intend to sell. We ve seen this in several instances. Companies need to put caps on their market share if they are to satisfy regulatory concerns. Most failures take place due to the lack of planning. Mergers take time.