The M&A Brand Relationship Spectrum

When two B2B companies come together via merger or acquisition, what is the best way to brand the new entity at the corporate level?

It depends.

It depends on the companies, the strategies, levels of awareness and equity, associated perceptions, channels and market considerations, the “end game” and several other factors.

M&A brand relationship spectrum.jpg

Jonathan PaisnerAcquisition branding, M&A, M&A strategy, naming, brand integration, merger, brand identity, brand equity