{"id":5208,"date":"2025-02-21T13:42:38","date_gmt":"2025-02-21T13:42:38","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=glossary&#038;p=5208"},"modified":"2025-02-21T14:48:20","modified_gmt":"2025-02-21T14:48:20","slug":"merger","status":"publish","type":"glossary","link":"https:\/\/markenfels.ch\/en\/glossary\/merger\/","title":{"rendered":"Merger"},"content":{"rendered":"\n<div id=\"block_5ff3dec940b315e305dc4b880cf30d37\" class=\"text-block text-size-normal   \">\n      <p><b>What is a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">The fusion of two companies to form a&nbsp;new company. The question that always arises is, under which brand the future joint organization should operate, and how products and services will be branded in future.<\/span><\/p>\n<p><b>Why is branding crucial in a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">Brands play an important role in purchasing decisions: depending on the product and business segment, the brand contributes between 10 and 90 percent to the purchase. This is why the topic of \u201cbrand\u201d is crucial for future business success when preparing and implementing a&nbsp;merger.<\/span><\/p>\n<p><b>What is the role of the corporate brand in a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">The corporate brand plays a&nbsp;decisive role in both integration and differentiation, because it can unite \u2013 or divide \u2013 merged companies. A&nbsp;shared corporate brand is the simplest and at the same time strongest lever for creating a&nbsp;new, shared identity, and for developing a&nbsp;future-oriented corporate culture that unites former competitors into a&nbsp;new, powerful team.<\/span><\/p>\n<p><b>What is the brand strategy for a&nbsp;merger?<br>\n<\/b>Depending on the circumstances, different strategies can be considered for the corporate brand in a&nbsp;merger:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">one of the two existing brands is used, the other brand disappears<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the two brands are combined, e.g. by using a&nbsp;double name, or by merging existing logo elements<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a new, shared corporate brand is developed<\/span><\/li>\n<\/ul>\n<p><b>What is the most promising brand strategy for a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">A merger \u2013 or fusion \u2013 usually aims to integrate two companies, in order to realize synergies, and to increase market share. The question to be answered is whether the integration of the two companies will improve competitiveness or whether the partners will become more successful if they continue to compete under separate brands in the market.<\/span><\/p>\n<p><b>How to select the right brand strategy for a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">In order to make an informed decision, it is worthwhile carrying out detailed studies of the two corporate brands and identities. A&nbsp;brand equity study can, for example, clarify in depth which brand possesses stronger customer loyalty or which brand can be expected to act as a&nbsp;strong growth driver. A&nbsp;comparison of classic dimensions such as market share, awareness and preference can also be helpful. Hard criteria are ownership structure, legal situation and strategic goals, e.g. portfolio management or planned divestments. Examining soft criteria requires a&nbsp;professional assessment, supported by fact-based studies where necessary.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The assessment focuses, for example, on:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">image transfer \u2013 positive and negative&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">value-at-risk, particularly for customers, market share and employees&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">brand strength and financial power&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The assessment of global brand protection should not be neglected.<\/span><\/p>\n<p><b>How to conduct a&nbsp;branding process within a&nbsp;merger?<br>\n<\/b><span style=\"font-weight: 400;\">A structured brand management process accompanies the merger along the classic M&amp;A phases: from due diligence and strategy development to implementation. The focus is on aspects that measurably contribute to value creation, in particular profitability, market share, and reputation and image. Tried and tested tools and processes are available for this purpose. For example, parallel prototyping can be used to examine which brand strategy will be efficient and create value for the company using different scenarios.<\/span><\/p>\n<p><b>Curious for&nbsp;more?<br>\n<\/b><span style=\"font-weight: 400;\">Discover how strategic branding creates value in a&nbsp;merger:<br>\n<\/span><strong><a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/brand-integration\/\">https:\/\/markenfels.ch\/en\/thought-leadership\/brand-integration\/<\/a><\/strong><br>\n<strong><a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/the-markenfels-merger-acquisition-brand-navigator\/\">https:\/\/markenfels.ch\/en\/thought-leadership\/the-markenfels-merger-acquisition-brand-navigator\/<\/a><\/strong><\/p>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>The fusion of two companies to form a&nbsp;new company. The question that always arises is, under which brand the future joint organization should operate, and how products and services will be branded in future.<\/p>\n","protected":false},"template":"","class_list":["post-5208","glossary","type-glossary","status-publish",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Merger - Markenfels<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markenfels.ch\/en\/glossary\/merger\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Merger - Markenfels\" \/>\n<meta property=\"og:description\" content=\"The fusion of two companies to form a new company. 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