In recent years, an financial crisis that is the worst since the 1920’s has outbroken in the international scope. In this crisis, many well-known enterprises due to the credit crisis, had to pack up the enterprise stock, assets, business for sale. For the Chinese enterprises who have solid financial strength, it is a rare opptunity to carry on mergers & acquisitions, in the order to achieve the powerful goal. However, compared with adequate funding, the lack of Chinese enterprises are the mergers & acquisitions and brand management experience. How to maintenance and develop the brand after transactions, Chinese enterprises are facing a major challenge.
Reviewing the predecessors’ research, this article summarizes the motivation of mergers & acquisitions and the risk of the brand, which leads to the necessity of brand integration. Then, in the viewpoint of brand management, the article analyzes the process of brand integration and management of related system. Additionally, this article combines brand culture with brand value, which are the soft index of a brand, and analyzes the relations between brand integration and brand culture, as well as the related administrative matters.
