{"id":5734,"date":"2018-10-27T23:40:38","date_gmt":"2018-10-27T22:40:38","guid":{"rendered":"https:\/\/imlondon.co.uk\/?p=5734"},"modified":"2022-05-05T21:41:14","modified_gmt":"2022-05-05T20:41:14","slug":"branding-for-merges-and-acquisitions","status":"publish","type":"post","link":"https:\/\/imlondon.co.uk\/branding-2\/branding-for-merges-and-acquisitions\/","title":{"rendered":"Branding for Mergers and Acquisitions"},"content":{"rendered":"<div  class=\"tatsu-fwnjmy6xr66fnvls tatsu-section    tatsu-clearfix\" data-title=\"\"  data-headerscheme=\"background--dark\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"15px 0px 15px 0px\"}' data-padding-top='15px'><div class=\"tatsu-row-wrap  tatsu-wrap tatsu-row-one-col tatsu-row-has-one-cols tatsu-medium-gutter tatsu-reg-cols  tatsu-clearfix tatsu-fwnjmy6xugcn19bp\" ><div  class=\"tatsu-row \" ><div  class=\"tatsu-column  tatsu-column-no-bg tatsu-one-col tatsu-column-image-none tatsu-column-effect-none  tatsu-fwnjmy6xxyd3fa2s\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-fwnjmy6y0f6rfgjo  \"><div class=\"tatsu-text-inner tatsu-align-center  clearfix\" ><style>.tatsu-fwnjmy6y0f6rfgjo.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Branding during mergers and acquisitions should be well considered. Financial and strategic analysis and planning is applied in the process, but seemingly the line for brand value is less rigorously managed. Many mergers do not achieve the greater sum of their parts so the question is &#8211; is the brand being managed to optimise value as other assets are during this process?<\/p>\n<p>Of the largest global companies, for most, more than 15% of their market capitalisation is in fact brand value (<a href=\"https:\/\/brandfinance.com\/knowledge-centre\/reports\/brand-finance-global-500-2018\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><em>Brand Finance 2018<\/em><\/a>). Taking the opportunity to maximise this asset requires consistent attention.<\/p>\n<p>Some cornerstones to the process are mentioned here:<\/p>\n<h5>Brand architecture<\/h5>\n<p>The investment strategy and rationale should guide brand architecture &#8211; that is, how the brands in question are integrated and the future links that may develop in time. Whilst branding provides stability to a vision and a collection of values there must also be scope for adaptability in the modern marketplace.<\/p>\n<h5>Relevance<\/h5>\n<p>With clients, customers and guests at the centre of our businesses, minimising friction through change may need to be handled <a href=\"https:\/\/imlondon.co.uk\/csuiteconsulting\/\">sensitively<\/a>. It is important to understand a customer\u2019s level of involvement with the brand, alignment with services and values and loyalty towards the brand and services. Very often this presents an opportunity to refresh the current brand(s) as a whole by reviewing the brand foundations.<\/p>\n<h5>Stakeholders<\/h5>\n<p>As with most decision making, it is easier to take the team on the journey in order to get to the destination. It\u2019s important to recognise the rational and emotional involvement for all stakeholder groups \u2013 management team, employee divisions, new and existing clients and investors. The brand journey will be widely interpreted and contribute to the brand and thus its market value.<\/p>\n<p>Looking for a new branding agency? Contact\u00a0IM London\u00a0on <a href=\"tel:02076372614\">020 7637 2614<\/a> or\u00a0<a href=\"mailto:hello@imlondonhq.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">hello@imlondonhq.com<\/a>\u00a0&#8212; we specialise in marketing consultancy and design, we\u2019ll be happy to help!<\/p>\n<\/div><\/div><div  class=\"tatsu-module tatsu-normal-button tatsu-button-wrap align-block block-center  tatsu-S1h-KDGhX   \"><a class=\"tatsu-shortcode x-largebtn tatsu-button left-icon    bg-animation-none  \" href=\"https:\/\/imlondon.co.uk\/contact-london\/\" style= \"\"  aria-label=\"Let's Talk!\" data-gdpr-atts={} >Let's Talk!<\/a><style>.tatsu-S1h-KDGhX .tatsu-button{background-color: rgba(229,0,125,1);color: #ffffff ;}<\/style><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image\" ><\/div><\/div><\/div><style>.tatsu-row > .tatsu-fwnjmy6xxyd3fa2s.tatsu-column{width: 100%;}.tatsu-fwnjmy6xxyd3fa2s.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: none;}.tatsu-fwnjmy6xxyd3fa2s > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-fwnjmy6xxyd3fa2s > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-fwnjmy6xxyd3fa2s > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-fwnjmy6xxyd3fa2s > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-section-background\" ><\/div><\/div><style>.tatsu-fwnjmy6xr66fnvls .tatsu-section-pad{padding: 15px 0px 15px 0px;}.tatsu-fwnjmy6xr66fnvls > .tatsu-bottom-divider{z-index: 9999;}.tatsu-fwnjmy6xr66fnvls > .tatsu-top-divider{z-index: 9999;}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p><a href=\"https:\/\/imlondon.co.uk\/branding-2\/branding-for-merges-and-acquisitions\/\" class=\"more-link style3-button\">Read More<\/a><\/p>","protected":false},"author":3,"featured_media":5738,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[2,58,180],"tags":[],"yst_prominent_words":[432,425,426,89,261,430,428,429,161,435,424,169,433,119,74,427,363],"_links":{"self":[{"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/posts\/5734"}],"collection":[{"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/comments?post=5734"}],"version-history":[{"count":13,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/posts\/5734\/revisions"}],"predecessor-version":[{"id":7101,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/posts\/5734\/revisions\/7101"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/media\/5738"}],"wp:attachment":[{"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/media?parent=5734"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/categories?post=5734"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/tags?post=5734"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/imlondon.co.uk\/wp-json\/wp\/v2\/yst_prominent_words?post=5734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}