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| 1.71 MB | Adobe PDF |
Advisor(s)
Abstract(s)
In the last years, rebranding and repositioning strategies have been established as a
common alternative after mergers and acquisitions. From Harley Davidson motorcycle icon
brand to the famous restaurant chain McDonald’s, many companies passed through
rebranding or repositioning processes1, some because they wanted to continuously satisfy
their customers needs, which are becoming more and more demanding each day, others just
because they needed a dramatic change not to bankrupt.
The purpose of this case study is to analyze both strategic alternatives after a merger in
the Portuguese telecommunications market, such as keep an existing brand or create a new
one, by looking at their pros and cons and their impact in the most important areas for a
company. This case also studies the pros and cons of each branding model, which is relevant
when the core products of an organization are changed to make sure that the company is
efficiently structured. Finally, this case study tries to sensitize students about the tough
decision making processes that marketers face in real life situations.
The case concerns a merger between two strong companies in the Portuguese
telecommunications company that faced an important dilemma: whether to keep one of the
existing brands or to create a fresh new identity. The protagonist is Andreia Ferreira, a young
female manager that finds herself in the very difficult position of deciding the best strategy
along with the rest of the brand and communication team.
Last, the readers can develop their critical and analytical skills in marketing and
branding issues, as well as deeper their knowledge about corporations’ decision-making
process.