M&A: Merged brand clarity

Brands often suffer after mergers and acquisitions because they are not sufficiently prominent in the deal process.

M&A: Merged brand clarity

Martin Bishop Landor Associates

A well-defined brand architecture strategy is essential in ensuring that mergers and acquisitions add shareholder and brand portfolio value

M&A has a terrible track record. The chance of an acquisition increasing shareholder value is as low as one in five. A solid brand architecture plan can help improve those odds. The better defined the brand architecture strategy, the more companies will be able to keep brand top of mind during the deal process, the greater the likelihood of valuing an acquisition appropriately and the better prepared the merged entity will be...

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