High Wire Act: Building Brand Value During an M&A Transition

Abstract

When brands join forces during a merger or acquisition, adopting an integrated, collaborative approach to rebranding can help to build brand value and manage corporate differences.

Marriage made in the heavens: United, Continental and branding dilemmas

“…In their article ''High wire act: building brand value during an M&A acquisition,'' authors Lucas et al (2012) focus on this delicate balancing act. Firstly, they point to seven major hurdles companies have to overcome to ensure any benefits they have from the M&A activity from a branding point of view:…”

“…articles reviewed here, however, help businesses to minimize this as much as possible by offering vital learning points of the M&A process from beginning to end. Lucas et al (2012) help to set the scene by identifying barriers and offering strategies to overcome them, while Bennett (2012) gives some fascinating insight into the machinery behind a successful merger of two complex organizations. Finally Costa (2012) is able to look back on how a brand was kept alive successfully ten years after its acquisition, and offer advice on how these sorts of brands can succeed in an uncertain future.…”