Acquirers may rebrand acquisitions for various reasons, such as to transfer the awareness and strength of a sub-brand to their own brand, to signal organizational change and integration, to highlight improved or modernized services, to eliminate or reduce marketing and management costs, and to comply with legal requirements. However, acquisitions are often not rebranded due to strong acquired brands, the acquirer's brand being weaker than the acquired brand in an important market, or the complexity and duplication of marketing and branding costs resulting from multiple acquisitions in similar industries.
