Branding strategies impact how a new acquisition or merger is accepted in the marketplace. A May 31, 2017 blog in Divestopedia states: “Choices around brand strategy or brand architecture on the heels of a merger or an acquisition send signals to key stakeholders. These decisions express to employees, investors, customers, and the market where the entity is headed, what’s changing, what’s staying the same, etc. Making the right brand strategy decisions is critical to activate the full potential of the merger or acquisition.

“The most fundamental brand architecture decision has to do with identity — the name, logo, and core message of the post-transaction company. In an M&A situation, there are 10 prevailing approaches — each with strengths and weaknesses. While the right approach is situational, based on both the business strategy and nature of existing brand equities, it is important to understand the option set to frame the decision-making process and its content. One way to assess these possible strategies is on a scale from ‘conservative’ to ‘aggressive.’” To read the whole article, go to: