Not much is precisely known about the effects of M&A on brands, brand management and brand equity.
What are the critical questions to be asked by companies before an M&A?
What happens when two big brands come together either through a merger or through an acquisition?
How should the brand strategy of the resulting entity be designed?
Some of the critical questions are examined by Martin Roll, an expert on branding in an articel that you can access from the website of venturerepublic.