The decision whether to re-brand following an M&A
transaction can be a difficult one for companies to make. In order
to maximize the value from the acquired brand, companies need to
decide whether transitioning the asset to a new brand is the
appropriate strategy, how to go about rebranding the acquired
asset, and the appropriate timeline for completing the rebranding
process. A recently published study by Landor of
post-M&A rebranding trends offers insight into industry
trends and timelines that can be useful for those considering if,
when and how to rebrand after completing a transaction.
The study focused on rebranding trends of S&P Global 100
companies over the last 10 years. While more than half of all
acquired assets were rebranded in the first three years, some
industries rebranded faster and at a much higher percentage than
others. Energy and utilities sector companies were the fastest to
rebrand post-acquisition, with 60% of acquired companies
transitioning
