Question
Topic: Branding
Rebranding After A Merger
We are about to go through a merger and are contemplating renaming the company to the one we are merging with. Our current company's name is dumb and does not in any way communicate what we do as a company (healthcare). Also there is little name recognition, however, there is brand identity in our product lines. I was curious whether any one had gone through this with their company and how did you handle the perception that you were being acquired and therefore to your customer maybe something was wrong. Also, how did you determine the brand equity of the acquired company without letting the cat out of the bag?
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