Positioning/repositioning

SUMMARY: As the economy struggles, opportunities for strategic acquisition increase. Stronger companies merge with weaker competitors to gain market share. We spoke with three experts about the most effective ways to merge brands.

Find out how to address merger issues, such as:
- Selecting which brand assets to keep and which to jettison
- Implementing internal and external messaging about the merger
- Refining the visual identity of the new brand read the complete article

SUMMARY: "A country brand at the highest level is much more than a logo or slogan, it is a unifying and identifiable platform that is manifested in the country experience, communicated by officials and citizens and delivered through different government and private agencies." "Looking at a country holistically, determining its key requirements and objectives, and aligning both senior levels of government with implementers and executors from the beginning are the only ways to help create a true... view the complete research record