Branding: No Longer An Afterthought

Tax savings, legal implications, and financial prosperity are typically at the forefront of corporate decision-making, yet almost 70% of mergers and acquisitions fail to generate long-term value for shareholders. According to a report published by Lippincott, failure to consider branding in the due diligence process or during post-merger integration activities will eventually shortchange shareholders. Throughout the high pressure bidding phase, it is easy for executives to focus on short-term indicators without considering the post-transaction impact of branding on a company's strategic objectives. Lippincott's report provides companies with three main guidelines:

1. Determine value by analyzing how the brands will impact demand