The recent rebranding of EADS into Airbus is a superb example of how to justify a top management decision with some strategic rationale that really does not exist. There was clearly an issue with the EADS brand. The name was poorly recognized internationally, but that problem had less to do with the brand itself than with the underlying dynamics within the group. Since EADS's creation in 2000, successive CEOs have all struggled with the same dilemma: How to make the sum of the parts more ...


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