This document discusses branding considerations for mergers and acquisitions. Some key points made: 1. Branding is often not considered a strategic asset during M&A negotiations but is brought in later, after deals are signed, to define the new combined brand identity. 2. Internal resistance from employees can be a challenge, as no one wants to see the brand they worked for disappear. Communicating changes internally first is important. 3. Measuring the economic impact of branding changes for global brands can be complex and costly as branding assets need to be registered in many countries. 4. The new combined brand identity needs to avoid the perception that there are "winners and losers" from the merged
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