Question
Topic: Branding
Brand Consolidation - Where To Start?!
I have just started a new role and have been asked to look at consolidating the brand of two companies. I work for the holding company and we also have a trading company under a different name. The issue we face is that the trading company is used exclusively in the UK but the same set of products is marketed under the holding company overseas. I have no intention of changing the names of the products which remain consistent worldwide and are well known in their field. It's how I approach which company name we should trade under and what process I need to go through to establish that and therefore justify the decision to the board. Any help or guidance would be much appreciated.
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