Challenges and Opportunities in Managing Lifestyle Brands Acquired by Large Companies
Abstract
The trend of acquiring lifestyle brands has gained momentum in recent years, as large corporations incorporate these brands to remain at the forefront of their industries, strengthen consumer connections, and renew their symbolic identity. This movement poses significant challenges for brand management. In this context, the present study aims to identify and analyze, from a brand management perspective, the main challenges and opportunities faced by large corporations when acquiring lifestyle brands. The research adopts a qualitative approach, based on in-depth interviews with industry professionals, organized through an expert panel. The findings highlight opportunities related to knowledge exchange and synergies between the acquiring and acquired brands, while also underscoring relevant challenges, such as preserving authenticity and purpose, reconciling management styles, and expanding the brand without compromising its identity. Theoretically, the study contributes by applying Semprini’s (2010) brand identity model to the context of acquisitions. From a managerial standpoint, it offers insights to guide more strategic and sustainable acquisition processes.
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