Unlike tangible assets and liabilities, which have always been the primary measure for determining business valuation, the brand (which is rooted in market perception) may actually provide a more reliable prediction of future performance.  Consequently, the brand may have a greater impact in determining value.

The Post-Merger Brand

A post merger brand strategy undertaken before the deal is even done can go a long way to smooth the transition and maximize the value of the transaction. 

It is best to have the new brand in place to provide stability during the chaotic and critical time just after the merger is announced -- when staff, customers, and vendors start to question their relevancy within the new organization; and when the new organization is most vulnerable to competitive market action.  Business Strategies & Beyond can create a strategy that combines corporate cultures and products within a cohesive brand to create a leadership role with vision and value to unite each of the stakeholders. 

If your company makes the drastic mistake of waiting until after the M&A is completed to first begin steps towards developing a cohesive brand, they become focused internally at the very same time that competitors seize the opportunity to gain market momentum.