Written by: Rob Allen, Stratgery Partner.
When two businesses combine there are myriad considerations to the deal but too often branding falls down the list of priorities. M&A branding has long been a challenge. While the financial and operational aspects of a merger are well understood and precisely planned, branding implications have tended to be a secondary consideration – if they were considered at all. Often what to do with ‘the logos’ was only addressed at the very end of the process. This can result in a loss of brand equity, and a missed opportunity to use brand as a unifying force when two teams come together.
Traditionally, healthcare M&A branding has taken one of two forms. Either the new brand name was added onto the existing one – like GSK – or one brand was immediately absorbed into the other and removed. But a quick analysis of healthcare M&A activity over the past three years reveals that things are changing. A more complex and subtle mix of branding outcomes can be seen, reflecting a clearer understanding of the value of brand equity. Three broad groups of solutions can be seen.
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