How can you evaluate the impact of a merger or acquisition on your brand reputation?

2 Analyze the brand fit

Once you have identified the brand assets, you need to analyze how well they fit with each other. Brand fit is the degree of compatibility and alignment between the brands of the merging or acquiring companies. A high brand fit means that the brands share similar values, visions, and personalities, and can create synergies and benefits for both parties. A low brand fit means that the brands have different or conflicting attributes, and can create confusion and dissatisfaction for both parties. You can use tools such as brand maps, matrices, and archetypes to assess the brand fit of both companies.

3 Choose the brand strategy

After you have analyzed the brand fit, you need to choose the best brand strategy for the M&A deal. Brand strategy is the plan and approach that you use to manage and communicate the brand identity and image of the merged or acquired company. There are four main types of brand strategies for M&A: brand retention, brand extension, brand fusion, and brand creation. Brand retention means that you keep the existing brands of both companies unchanged. Brand extension means that you use one of the existing brands to cover the new products or markets of the other company. Brand fusion means that you combine the existing brands of both companies into a new hybrid brand. Brand creation means that you create a new brand for the merged or acquired company. You can use tools such as brand portfolio analysis, brand positioning, and brand naming to select the best brand strategy for your M&A deal.

4 Implement the brand transition

Once you have chosen the brand strategy, you need to implement it effectively and efficiently. Brand transition is the process and execution of changing and integrating the brands of the merging or acquiring companies. It involves communicating the brand vision and values, aligning the brand identity and image, and managing the brand perception and reputation. You can use tools such as brand guidelines, brand campaigns, and brand monitoring to implement the brand transition for your M&A deal.

5 Evaluate the brand performance

After you have implemented the brand transition, you need to evaluate its results and outcomes. Brand performance is the measurement and assessment of the impact and value of the brand strategy and transition for the merged or acquired company. It involves tracking the brand awareness, loyalty, and associations, as well as the financial, operational, and strategic indicators of the company. You can use tools such as brand metrics, dashboards, and reports to evaluate the brand performance of your M&A deal.

Mergers and acquisitions can have a significant impact on your brand reputation, which can affect your competitive advantage, customer satisfaction, and stakeholder engagement. By following these tips, you can evaluate the impact of a merger or acquisition on your brand reputation and make informed and effective decisions for your company.