M & A: To Combine Brands or Not, That Is the Question

When evaluating each brand’s promise, Hunter suggests asking customers why they shop from one brand and not the other. One brand may operate as the low-price leader, while the other may offer newer products more often. These differences are the unique selling proposition for each brand. If these are dramatically diffrerent unique propositions, then the two brands probably should operate distinct from one another, he says. This provides you with a dual-position in the marketplace. If the unique selling proposions are largely the same, Hunter notes, then you have an opportunity to join forces under one brand.