Previous researchers have reviewed brand value,
including during decision-making on mergers and acquisitions, but there is a
lack of reviews inwhich brand
valuation has been explored post-merger. The purpose of thisreview was to address this gap in the literature
by presenting a synthesis of the literature
on brand valuation post-merger across different industries. To conduct
this review of literature, I used a modified systematic review method and conducted a descriptive analysis, utilizing
existing literature to obtain evidence as
well as to enhance current understanding. From the databases queried, I discovered several studies that met the criteria for inclusion. Findings showed that, while the importance of valuing brand
equity in the merger and acquisition process has been noted, few studies
focus on this process itself. Findings showed that brand valuation is affected by the merger and acquisition process, resulting
in various brand value outcomes. Additionally, across different sectors, the impact of brand valuation on customers
post-merger was similar. The findings of the review highlight the need
for executives preparing for a future merger and acquisition to recognize that
a successful merger requires accurate brand valuation both during the merger and
acquisitions process and post-merger, in addition to effective strategies for integrating the targeted company’s
brand with the acquirer company.
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