ArticleAuthors: Vu, Anh Dung; Phung, Xuan Nha; Pham, Duc Thuan (2009)
This paper aims to capture and systematize practices which have been proven good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind the integration of brands in various mergers and acquisitions (M&As). These practices can be shared and learned to improve the success of brand integration in future M&As.The paper adopts the case-study method by interviewing companies which have been involved in M&As.Twenty practices are identified and defined from ten M&A events within six case companies (those are multinational corporations). Thesepractices are further classified into eight major clusters acc... 
