Роля на бранд стратегиите при сделки по сливания и придобивания
Role of Brand Strategies in Merger and Acquisition

Summary/Abstract: The purpose of this article is to examine the role of corporate brand and brand strategies in mergers and acquisitions of companies. As intangible assets of the business, in particular the brand form, are a significant part of market capitalization, the adopted strategy for the brand of the merged company should be taken into account in the financial justification of the future M&A transaction. The financial significance of the corporate brand is considered and on this basis a comparative analysis of the main brand strategies adopted in the course of mergers and acquisitions is made. Based on this, the key issues and critical factors for the success of brand strategies in each type of M&A transaction are presented.

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