How to ensure that brand supports your transaction? Let’s find out together.
Brand Transactions
& Migrations
How to ensure that brand supports your transaction? Let’s find out together.
In brand transactions like mergers, spin-offs, IPOs or other forms of divestment the corporate brand plays a pivotal role in signaling value, continuity, and future vision to stakeholders. It acts as a vessel for the company’s reputation, carrying the promise of quality, reliability, and ethos. During a merger or spin-off, the brand can either reassure customers and investors by conveying stability, or it can energize the market by suggesting innovative directions and new business opportunities. For IPOs, a strong corporate brand can help to create investor confidence and public interest, thus driving valuation and share performance.
Managing the brand(s) in these transactions typically involves a rigorous process to ensure the brand(s) align(s) with the strategic objectives of the transaction. This starts with evaluating the equity of all brands involved and deciding on a branding strategy that may include merging brands, creating new ones, or maintaining existing identities. In many cases, migrations and (temporary) endorsements are necessary to shift a brand from one stage to another. The strategy is then communicated through a bold narrative that encapsulates the rationale and benefits of the transaction, aimed at securing stakeholder buy-in.
Key steps may include developing a strong visual identity, messaging strategies, and a brand architecture that supports the new company structure. Throughout the transaction, communication is critical — both internally to align employees and externally to customers and investors. After the transaction, ongoing brand management ensures the brand promise is delivered consistently, completing the rebranding cycle with evaluation and adjustments based on market feedback.
Skillfully managing the corporate brand during transactions like mergers, spin-offs, and IPOs leads to enhanced stakeholder trust, smoother integration of entities, elevated market perception, and stronger investor interest. This strategic approach can result in higher valuation, customer loyalty, employee engagement, and a seamless transition, safeguarding the company’s reputation and setting a better foundation for future growth.
Supporting the merger between Hitachi and ABB and the transformation into Hitachi Energy
Support with the value-creating brand integration of numerous small and large-scale acquisitions
Strategic development of the brand after the spin-off all the way towards Covestro‘s entry into the DAX
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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