Branding acquisitions

Winfried Daun

This article examines the issues for branding raised by corporate acquisitions. Branding is often not 'top of mind' for those who lead acquisition negotiations.

Branding acquisitions

Winfried Daun

In 2006, there were 654 completed mergers and acquisitions worldwide with a target company market value above $1 bn, compared with 282 in 2003. To put this in context, there were in total around 2000 listed companies of this size at the beginning of 2006. The M&A boom is across all countries and all industry sectors. Much of the time, the new, larger company that is formed needs a new name. But all too often the crucial decision on the name itself, and the brand identity that is supposed to attach to it, is a consequence...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands