Research On Brand Integration In Enterprise M & A

As the market environment is changing,enterprises should integrate resources to advance core competitiveness.Strategic mergers and acquisitions refer to taking brand as core and link,through merger to re-allocate enterprise resources and adjusting the competition between enterprises to improve the core competitiveness of enterprises.Regarding of mergers and acquisitions,the brand operation is an important mechanism for enterprise mergers and acquisitions and resource reallocation,so brand integration has an important impact on the success of M&A goals.This paper summarizes the current research situation of M&A in China and abroad,and analyzes the development trend and related problems,which provides a more comprehensive view of the brand integration in M&A Theoretical framework.Subsequently,this paper summarizes the development history of the New Hope Group,the organizational structure,its strategic change tracks and its brand view,which are taken as the background of main content of this article,for the follow-up case analysis.Firstly,this paper focuses on the M&A between the New Hope Liu he Ltd.and the New Hope Dairy Holdings Ltd.This paper focuses on the elements extracts of reasons,tracking of process and overall description of results of its mergers and acquisitions for those two companies,and finally through the theory mentioned on the M&A results to make a corresponding analysis,respectively,and sums up the two companies mergers and acquisitions of different results.This paper presents the complex ecosystem theory and the brand integration competitiveness as the basis for the follow-up analysis of the two companies after the acquisition of the New Hope Group.Through the comparative analysis,the public factors lead to the same direction,such as the problems of brand integration,institutional setting and personnel problems,etc.,so the initial completion of the acquisition of the two companies appear almost the same state.However,in analyzing the different factors which lead to the opposite direction,it is clear that the New Hope Liu he Ltd.adjusts the strategy after the problem,makes use of the regional market closing to the strategy,and actively carries out brand consolidation,so gets a more successful results;the New Hope Dairy Holdings Ltd.fails to solve the problem of brand extension and a number of local brand conflict problems because of the object of mergers is too static,making it in a state of halt,so the final group decides to stop the capital injection and the mergers and acquisitions failed.Finally,in the conclusion and recommendations,the paper summarizes the full text of the theoretical analysis and comparative analysis of the two cases of the New Hope Group.Before the merger,the enterprise should strictly screen the M&A object before the M&A behavior,and fully analyze the complementarity and relevance of the two enterprises' brand assessments,the main business is not only to assess their own brand in detail and find the corresponding advantages and disadvantages,but to get a full understanding of brand value and brand management system of its counterpart,and to find themselves brand similarities and differences,identify possible conflicts in order to conduct a holistic thinking to find a solution to ensure the successful implementation of the brand integration strategy.When implementing M&A,the company should considered every part of the company as the subsystem of the complex ecology to consider the combined brand ecosystem as a whole.Only a clear brand structure plan could benefit the brand integration and collaborative management,establish a brand capital concept,improve brand management efficiency,and ultimately enable enterprises to maximize the benefits of mergers and acquisitions.