Brand decisions in international acquisitions
Initial situation / need for action
An internationally active technical services group had significantly expanded its acquisition activities in recent years. As the number of international acquisitions increased, the challenge was to assess brand-related questions no longer on a case-by-case basis, but systematically and consistently.
The company needed a practical approach for incorporating brand risks, integration requirements and brand architecture decisions into the M&A process at an early stage.
Objective of the mandate
The objective was to develop a group-wide decision framework for brand-related questions in acquisitions.
The focus was on:
- Better decision-making foundations for M&A and management
- Transparent assessment of brand risks and integration effort
- Consistent criteria for future acquisitions
- Clear recommendations for brand architecture after closing
Our contribution (consulting services)
Together with the M&A, Brand, Legal and other relevant stakeholder teams, we developed a structured brand due diligence approach for international acquisitions.
This included:
- Development of a sizing model for classifying acquisitions
- Definition of relevant assessment dimensions for brand decisions
- Development of a brand due diligence playbook
- Creation of decision logic for brand architecture and integration
- Integration of the approach into the existing M&A process
Approach
- Analysis of existing decision-making and integration processes
- Workshops with relevant functions and stakeholders
- Development of a pragmatic assessment and prioritization model
- Creation of a group-wide brand due diligence framework
- Alignment and integration into future M&A governance
Results / impact
The group now has a shared methodology for assessing brand-related questions in an M&A context.
This results in:
- Greater transparency around opportunities and risks
- Faster and more robust decision-making
- Better alignment between M&A, Brand and PMI
- Consistent brand architecture decisions across countries and divisions
- A scalable approach for future growth through acquisitions
Positioning within the impact model
This mandate particularly strengthened:
- Strategy
- Reputation & corporate leadership
- Governance & decision quality
In addition:
- Growth & market access
Systematically securing brand decisions in the M&A process
We would be happy to show you how to make your international marketing more effective and manageable. Schedule a personal consultation directly through our appointment booking.
