Brand consolidation is as important a challenge for small to medium sized companies as it is for big ones. One medical practice takes over or merges with another, one manufacturer acquires another producer, or an accounting firm wants to rebrand itself for a fresh start. This article reviews the pros and cons of consolidating brands in terms of market presence, cost savings, and brand image, and describes how a professional service firm that has successfully handled serial consolidations of locally branded businesses goes about the process
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