Merging brands - Branding a merger
Heike O’Leary, Group Marketing Director of leading UK motor retailer Lookers will discuss how to best integrate a new brand into the group during a string of acquisitions. Lookers has grown significantly both organically and through various acquisition to represent 32 vehicle manufacturers, selling a huge range of cars from value to prestige at over 160 franchised dealerships across the UK and Ireland. One major acquisition forced Lookers to reevaluate and evolve their own retail brand. Heike will talk about the clear set of Lookers values that underpin the acquisition strategy now, how the transition process is managed to communicate these values and how both partners should learn and evolve from the process.