M&A is experiencing a resurgence after a lengthy down period, and the role of brands is significant in maximizing the benefits of any acquisition. Businesses can unlock brand value and reduce market risks through brand integration and re-branding after M&A. Additionally, as a means of brand globalization, the resources brought by M&A help businesses rapidly enter new markets and boost their global recognition.
Ogilvy Consulting conducted a new quantitative research study among top executives who have gone through M&A in partnership with NewtonX, and published “Beyond the Deal: Why Brand Migration Makes or Breaks M&A”, analyzing the ways of supporting businesses in creating more economic benefits through a Holistic Brand Migration Strategy.
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Our study reveals that most companies did not have brand migration processes, teams or external support during their most recent M&A. Secondly, brand migration strategies define if and how the brand evolves after M&A, as well as the business results that will be achieved. Lastly, investing in people and change management are critical for success.
Companies need to shift their mindset: from “approaching M&A with only the ‘transaction’ in mind, focusing on short-term value gain” to “viewing it as a holistic transformation with brand, people and processes at the core to unlock value”. By adopting proper migration strategies, enterprises can unlock even more value.
Based on that, experts from Ogilvy Consulting have mapped out an effective path forward for brands. In this process, Ogilvy is capable to support the businesses at five levels: business ambition, customers, employees, offerings and brands, for guiding clients maximizing the value of their M&A and promote brand globalization.
Economic recovery is likely to favor the environment for business M&A that will help elevate their overall competitiveness. Therefore, enterprises need to flexibly adopt M&A and other means to ensure their competitive edge in an ever-evolving global landscape.
