Evaluating the assets of a potential acquisition is one of the fundamental components of any due diligence process. However, in the midst of conversations around capital equipment, intellectual property or financial resources, brand can be left as the forgotten asset. Oftentimes, the topic of brand comes up only after one of the following occurs:
- The acquired company’s brand brings extensive, negative baggage that threatens to taint or conflict with the acquiring company’s brand health and perception
- The product integration process turns out to be far more complicated than anticipated
- The acquiring company doesn’t recognize potential brand strategies that may reinforce or strengthen the post-acquisition company position?
- The acquiring company acquires a redundant brand and product portfolio without a good perspective on how to integrate
These issues can complicate or burden an otherwise healthy acquisition. To get ahead of them, acquiring companies should integrate brand assessment activities much earlier in their due diligence process.