Whitepaper - Merger and acquisition: Brand portfolio strategies

November 20, 2012

Effectively designed and implemented brand portfolio strategies contribute to merger and acquisition success.

The proliferation of mergers and acquisitions (M&As) can be expected to continue due to globalisation and intense pressure for companies to perform, amid escalating costs and market volatility. Companies, financial advisers and investment bankers must consider complex factors. The brands involved are also important to manage in the process. Experts agree that brand portfolio strategies have an impact on the M&A process success.

This paper will put M&As in the context of brand portfolio strategy management. Salient brand portfolio aspects will be identified and explained, in an effort to ensure that they are taken into consideration to help foster M&A success.


Stein IAS
Marketing and advertising


Demand generation