Brand in an acquisition is the decision about what happens to the name of the acquired company. There are three options: keep it standalone, gradually transfer it under the acquirer, or replace it immediately. What matters most is the value the original brand has among customers and employees – for a well-known local company with a long history, quickly discontinuing the name tends to be the most costly mistake of the entire transaction. A proven approach is a transitional period with both names shown together, during which trust is carried over. Communication towards both customers and employees is essential: people ask whether prices, contacts and terms will change, and they fill silence with their own worries. Preparation should also include checking the rights to the trademark, domains and accounts, which are often overlooked during the transfer.
See also: Due Diligence of Digital Assets, Rebranding, Brand architecture.
