the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

We study the equilibrium effects of mergers between firms with brand portfolios and brand loyal customers for pricing … acquisition of brand portfolios can be profit enhancing for the merging firms and payoff neutral for the firms not involved in the … merger. This may explain the emergence of brand conglomerates such as Richemont, PPR or LVMH. -- Brand portfolios ; merger …