Companies that grow predominantly by acquisition will naturally build a large portfolio of brands which enjoy strong positions in their home markets, but are virtually unknown to consumers in other territories. What happens then if that company, keen to expand its geographical coverage or simply to streamline its rights or operations, decides to consolidate a product’s existing market success by taking it global? Should national heritage brands be absorbed into a larger, globally recognised name, or is it more prudent to capitalise on brand strength in one jurisdiction by expanding its coverage overseas?
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