Original Article

Journal of Brand Management

, Volume 19, Issue 5, pp 438-456

First online:

Integrated branding with mergers and acquisitions

  • Deli YangAffiliated withDepartment of Business Administration, Trinity University Email author 
  • , Danny A DavisAffiliated withDepartment of Business Administration, Trinity University
  • , Kim R RobertsonAffiliated withDepartment of Business Administration, Trinity University

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With growing numbers of mergers and acquisitions (M&A), its relationship with brands and branding has attracted the attention of academics and practitioners. However, little has been explored in this area owing to greater emphasis on tangible financial factors. This article responds to the call of prior research to explore new variables associated with branding and M&A success. So what are the factors behind successful branding in M&A? To obtain answers, we interviewed 17 senior executives who were involved in a total of 43 grand projects. As insightful outcomes of the study, we present an ‘integrated model of branding-M&A’. The authors argue that integrated branding is an inseparable part of the process of merger integration, and involves forward and backward branding for strategy implementation. The model also links corporate vision, forward and backward branding, and pre- and post-M&A activities to help manage strategic decisions on integration. In this process, we identify several critical factors that rationalize branding implementation.


backward branding brand-merger integration forward branding integrated branding M&A merger integration