Ogilvy：2024放眼交易之外：品牌迁移何以决定并购的成败白皮书（英文版）（20页）.pdf

1、BEYOND THE DEALWhy Brand Migration Makes Or Breaks M&APRO-LOGUEM&A is experiencing a resurgence after a lengthy down period.Several factors contribute to this rebound:economic recovery post-pandemic,sector-specific growth,notably in technology,and increased private equity and corporate synergies.Wit

2、h its extensive experience working with clients undertaking brand acquisitions and migrations,Ogilvy Consulting shares its learnings alongside a new quantitative research study among top executives who have gone through M&A,done in partnership with NewtonX,a trusted B2B market research provider.The

3、study was conducted in May 2024 across the US and UK.The survey engaged 160 senior business leaders involved in brand acquisitions or migrations.Participants were selected based on their involvement in mergers or acquisitions within the past three years at companies with revenues exceeding$500 milli

4、on.Within the survey we explored their rationale for M&A,strategies for the brand migration process,their challenges,results and overall satisfaction level-all contributing to the learnings in this report.M&A is finally picking up,and this study will help executives unlock impact through their brand

5、sWHY BRAND MIGRATION MAKES OR BREAKS M&A2OGILVY CONSULTINGContents04 Introduction05 Key findings1.Not enough focus on the post-deal2.Brand migration decisions can impact business results3.Investing in people and change management are critical for success16 Summary of findings&path forwardINTRO-DUC-T

6、IONM&A is an event equal parts exhilarating and complex for both sellers and buyers,and the role of brands is significant in maximizing the benefits of any acquisition.From our survey,M&A activity is most commonly driven by the need for revenue growth.Drive revenue growthExpand into new marketsIncre