- Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will, therefore, become less relevant.
- Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill.
- Today, such brand growth strategies appear to be either limited or too expensive.
- Instead, M&A strategies now concentrate more on acquiring firms with strong customer relationships – with all the loyalty and cross-selling benefits that confers.