Of the many difficult decisions that leaders make before and during the merger, one is required, and critical, but often get his due: branding a new legal entity. When the effective corporate rebranding can greatly facilitate the merger of two companies, sending the right signals to people both inside and outside the organization. In a study of more than 200 mergers and acquisitions completed in 1995, the transaction value in excess of $ 250 million, the authors identified 10 different strategies for corporate rebranding. 10 options can be divided into four main categories, which communicate a fundamentally different messages: (1) The merger and we take a strong brand, and (2) this merger and we take the best of both brands, and (3) the transaction transformational merger and we create a new brand, and (4) the transaction is simply the portfolio transactions and brand changes will occur. In any M & A, managers need to choose the right strategy for the three major groups. Employees, customers and the investment community, "Hide
by Richard Ettenson, Jonathan Knowles Source: MIT Sloan Management Review 13 pages. Publication Date: July 13, 2006. Prod. #: SMR212-PDF-ENG
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