M&A Brand Analysis Framework

This simple framework can help identify and scope potential issues that emerge with platform add-ons. For B2B-focused platforms, you generally want to build around a single master brand unless there is good reason to do otherwise.


1. Assess current perceptions of the brand(s)

  • For most B2B mid-market firms, a qualitative approach is best to build a tangible picture of the brand
  • For some, a quantitative study to can be useful to build consensus or track progress over time

2. Outline the future product portfolio composition and complexity

  • Take the customer view to review the brand assets side by side
  • Does the portfolio “fit” together? Is there a logical organizing principle? Is there an opportunity to simplify?

3. Develop a preliminary transition plan

  • Guide discussions, negotiations as to how brands will come together
  • Avoid over-promising on brand issues with acquired founders (the negotiating table is not the place to make strategic branding decisions)

4. Socialize among deal teams and potential transition teams

  • Prioritize different potential brand organization scenarios and implications, should there be a variety of brand strategy options

5. Address core elements that can help unify the brand

  • Geographical issues (i.e. regional differences or language considerations)
  • Premium vs. value positioning: differences among acquired brands will require thought about where your new brand plans to play
  • Voice and tone: think through the right communication style to fit the newly merged company