We’ve worked with a number of clients as they have navigated through mergers and acquisitions. Typically, the due diligence process focuses heavily on financial considerations and is led by the company’s financial advisors and legal counsel. But what about the brand equity of the acquisition target? Brand-related intangibles are often overlooked or downplayed as part of the M&A process, and the marketing function often has very little input into the evaluation process.
If your company’s growth strategy includes M&A, are you assessing the acquisition target’s brand as part of your due diligence process? Here are a few things to consider:
1) Brand Equity Research
What value does the potential acquisition target realize for its corporate or product brands compared…