Estratégias de marcas em aquisições internacionais

Abstract

The aim of this article is to identify the way multinational corporations that operate worldwide construct and manage their brand names when they adopt the acquisitions as a strategy of growth. Two case studies were carried out in Brazilian subsidiaries. Corporations with the strategy of umbrella-like brand names go through a greater diversification both in the basic brand-name strategies and in the type of brand name. The companies with a basic multiple brand name strategy tend to maintain the basic strategy and extend the brand name with its global name or adapt the global brand names to local names.