In 2015, mergers and acquisitions (M&A) in the biopharmaceutical industry were robust. In the first half of 2015, deals were nearly three times higher than in 2014, at USD $221 billion, according to KPMG. This upward trend in M&A shows no sign of slowing. Market analysts predict biopharmaceutical mergers and acquisitions will reach more than USD $230 billion in 2016–2017.
In light of this surge, business leaders need to understand how the role of their own corporate brands and their future M&A targets’ brands can generate value for their corporations.
Corporate brands are the basis of an emotional connection between a company and its customers. They create a different kind of value for customers: How the company delivers on its promise to people and to the world.
The corporate brand can be a strong predictor of customer loyalty and indicator of a company’s ability to withstand market changes. Internally, a strong brand that defines and drives employee behaviors can have a significant impact on how change needs to be managed.
Cross-industry studies suggest that seventy percent of major acquisitions fail to deliver maximum value to shareholders.
Could sound brand management be a missing and overlooked piece in the M&A puzzle?
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