Date of Publication :14th August 2020

Abstract: This is an exploratory and descriptive research on which brand should be retained after an international merger or acquisition. It begins with a brief background on what are mergers and acquisitions, their types and the reasons for their formation. The study aims at exploring the various ways in which a brand name can be chosen by a merged entity and the impact of such a decision taken. In order to explore into the real-life applications of the theoretical knowledge certain examples have been taken of mergers that have taken place in the past. An attempt has been made to relate the success or failure of the merger with the branding decision taken by the merging companies and light has been shed upon why a particular type of brand name has been chosen by the merging entities. Secondary data has been chosen to conduct the research. The research paper elaborates in detail about branding in mergers and acquisitions, the factors to be considered beforehand, the options available for choosing a brand and the reasons for choosing a particular brand. Examples have been used to elaborate upon the real-life applications and the impact of choosing brand names on the mergers and acquisitions. Examples of successful as well as unsuccessful mergers have been picked up to be able to differentiate between the impact of a good and bad branding decision.

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