Duff & Phelps: Crafting an Acquisition Rebranding Strategy

January 1st, 2018

Summary

An acquisition announcement can throw the acquiring and acquired companies into a state of upheaval. A difficult question faced by any company making an acquisition is whether to rebrand the acquired company, and if so, how and when to do it. While there is a clear advantage to having a unified master brand, moving too quickly to dissolve or change a brand can disrupt business, turn off customers and employees, and weaken the acquiring company’s position in the new market.

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