The branding start point when mergers or acquisitions take place is different for each individual situation. A merger, by definition, is a coming together of companies to create a stronger combined entity and the new brand is often a hybrid. For acquisitions, the likely outcome is an integration into the company that is making the purchase. But, neither of these typical scenarios automatically applies in every case. For example, when CYBG bought Virgin Money they decided that the acquired brand had such brand recognition and equity that they continue to use the Virgin Money brand going forward.

That is why we come into the M&A process with an open mind on what the brand strategy outcome may be. There is no right or wrong, simply options and finding the best fit for your company.