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Article Excerpt
Byline: Joseph Benson, Rob Levinson, Drew Allison - Principals, Brand Blueprint
In an increasingly competitive global marketplace, many companies are challenged to achieve expeditious growth. With stockholders demanding swift returns on their investment, many aggressive management teams bypass the long, slow path to growth and instead buy a smaller business that has already achieved success in their shared industry.
While numerous practical and fiscal benefits are immediately realized through an acquisition, with the new efficiencies come brand identity issues that can confuse - or, worse yet, alienate - stakeholders of the new, combined entity.
Were the two companies previously fierce competitors? Does one enjoy a sterling reputation, the other less noble? Are their products and services of equal value...
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