Mergers and acquisitions

Harnessing brand to seize market opportunities

Mergers and acquisitions branding as competitive advantage

At BrandMatters, we’ve worked with many medium and large organisations through periods of mergers and acquisitions (M&A) activity. For us, brand is the most powerful tool for communicating to the market the power and value of an M&A transaction. Our belief is when brand is front and centre, the merged, acquired or new business will have more energy, seek more opportunities and achieve greater success in the market.

We’re passionate about M&A branding, with its power to:

  • Create, challenge and disrupt markets
  • Signal a refreshed strategic direction
  • Build organisational energy and enthusiasm
  • Align purpose and values
  • Seize market opportunities.

An overview of our mergers and acquisitions branding services

Brand is a great unifier, bringing separate teams, cultures and values together under a common proposition. 

Our M&A branding services include:

Merger brand planning

Determining strategic and tactical opportunities for the integration of two brands into one brand.

Acquisition brand planning

Exploring the opportunities for your brand after purchasing another brand and establishing clear ownership.

Brand architecture modelling and recommendations

Organising your portfolio post-M&A activity to provide clarity to senior stakeholders, your audiences and the market.

New brand development

Naming and visual identity development to create a new brand post-M&A activity.

Using brand to activate mergers and acquisitions

Merger brand planning

We collaborate with our clients in the planning stages of upcoming mergers, to determine the optimal brand planning with regards to brand transition, brand sunsetting and new brand development. We provide objective, external advice that consider the needs of the two organisations at the holistic level, encompassing marketing and communications, the merging of cultures and values, and key messaging for the breadth of audiences and stakeholders.

Acquisition brand planning

Acquisition brand planning is critical where one organisation’s brand is fully subsumed into another. We work with both the acquired and acquiree to ensure smooth and timely transition, development of communications cascade to key stakeholders and final sunset of the acquired brand.

Brand architecture modelling and recommendations

Mergers and acquisitions require a consideration of brand architecture. What is the optimal structure that the new acquiree should enter, or the newly merged entity have? We work closely with our clients, senior leadership and the C-Suite to provide recommendations on the optimal arrangement of an organisation’s parent brand and product and service brands.

New brand development

In instances where new brands are required, we collaborate with our clients to develop new brands and identities to create strong impact in the market. Our services include brand naming (in conjunction with specialist IP lawyers), brand design and launch planning and implementation.

M&A and new brand creation

At BrandMatters, our reputation is built on our ability to create new brands that are the new market expression of merged or acquired brands.

The Brand Strategy Guide to Mergers and Acquisitions

Download The Brand Strategy Guide to Mergers and Acquisitions to see how organisations can have greater success in bringing their different businesses together.

The Brand Strategy Guide to Mergers and Acquisitions

In mergers and acquisitions (M&A), business leaders are often confronted with countless decisions and strategic challenges. Too often, way down on the list of considerations is how to manage the evolving brand strategy of the renewed business.

This guide explores the different considerations for leaders as they embark on this complex journey.

Our latest thinking

Explore our merger & acquisition insights from our team of brand strategists.

Brand naming – the case for creating a new brand name post M&A

A major consideration for M&A activity in any organisation is ‘what to name the newly formed entity’. Whether it is […]

How brand research helped lay exceptionally strong foundations for a new ‘customer-led’ brand following a strategic acquisition in the automotive industry.

One of the core principles underlying an effective brand strategy is to understand and align the company’s offering with customers’ […]

A proven roadmap for brand building through M&A activity

For contemporary brands, building a sustainable competitive advantage cannot come simply from messaging, taglines, logo design or marketing campaigns. The […]

Contact us if you have a new brand development challenge we can assist with

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