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Possible brand identities following a merger or acquisition

On Behalf of | May 24, 2021 | Corporate Litigation

Mergers and acquisitions in New York and in other locales are among some of the most complicated of business law transactions. A common question surrounding mergers and acquisitions involves brand identity. There are three different brand outcomes that possibly occur following a merger or acquisition.

Both brands survive a merger or acquisition

When it comes to mergers and acquisitions and brand identity, one outcome is that brands of both entities survive the “coming together” of the enterprises. The reality is that in many cases involving a merger or acquisition, brands of both companies are strong and warrant preservation.

Neither brand survives a merger or acquisition

Less commonplace is a situation in which neither brand identity survives a merger or acquisition. A completely new brand supplants what had existed previously. This type of scenario comes to pass for a number of reasons including legal issues that drive the elimination or preexisting brands.

One brand survives a merger or acquisition

The final potential outcome following a merger or acquisition is that one brand survives and another brand or brand identity is eliminated. This type of situation occurs when one entity has a particularly strong brand or brand identity. The other brand is incorporated with the stronger one with the prospect of an even more powerful brand identity as the final result.

Mergers and acquisitions are not endeavors that a business owner or manager can undertake without appropriate, experienced legal representation. The first step in retaining the professional services of a mergers and acquisitions attorney is scheduling what is known as an initial consultation. As a matter of standard practice, a New York mergers and acquisitions attorney typically charges no fee for an initial consultation with a prospective client.