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Post merger integration: branding
Mergers and acquisitions are today recognized as one of the key ways in which to promote a business?s growth. Dealmakers have learned from the mistakes of those involved in the high profile M&A casualties of the late 1990s, and both sides of the table are conducting increasingly thorough and sophisticated due diligence before the deal goes through. However, what is often neglected is the consideration of how the brands of both the acquiring and the target company will fit together once the deal is done.
It has been proven that brand decisions made ? or indeed avoided ? can affect the long term ability of a company to achieve its strategic objectives, and this is also the case when considering a merger or acquisition. Inadequate attention to the brand or a failure to understand its strategic role leaves the acquirer vulnerable to integration problems later on, and valuing a brand without considering how it will be utilized within the new business can lead to overpayment.....
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