Glossary of Branding Terms
When two companies merge, the question arises under which brand the future joint organization should operate, and how products and services will be branded in future.
A specific branding process, tailored to mergers and acquisitions, contributes to a successful M&A process. The branding process is guided by KPIs (key performance indicators) such as reputation, profitability and market share, in order to promote the success of the business combination.
For example, the goal may be to accelerate the integration of the two companies – based on a clear brand architecture, a new, joint positioning and a new, uniform brand experience that inspires talent, employees and customers.
