Ashton Belk, President of Huebner Marketing, discusses the critical role of brand equity in manufacturing mergers and acquisitions. Ashton outlines the multifaceted nature of brands, which encompass identity, values, reputation, and emotional connections with audiences. Key takeaways include: the definition of brand equity as a reason customers choose one brand over another, the necessity of integrating brand strategy during due diligence to avoid the 'cost of delay' and ensure smoother acquisitions and higher long-term value, the importance of strategic communications, proactive planning, and understanding brand value early in the M&A process for maximizing success and growth.

Highlights:

00:32 Understanding Brand and Brand Equity

01:30 Brand Equity in M&A and Private Equity

04:26 Strategic Communications for Corporate Acquirers

07:32 Case Study: Bag of Parts

10:33 Managing Brand Integration and Equity

20:58 The Cost of Delay in Brand Integration

26:34 Proactive Brand Strategy in Private Equity

35:46 Conclusion and Key Takeaways

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Where to find Ashton:

https://www.linkedin.com/in/ashtonbelk/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue 

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