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GReAT™2020 Brand Finance Global Rebrand and Architecture Tracker (GReAT™) About Brand Finance4Get in Touch4Brandirectory.com6Brand Finance Group6Foreword8Contributors9How to use the Brand Finance GReAT™ Database10Why Do Acquirers Rebrand Acquisitions?14To Rebrand or Not To Rebrand? 2020 Trends16Case Study: Enel & Eletropaulo26United Rentals30Interview with Chris Hummel31Atos32Interview with Martin Pietersen33Deutsche Telekom34Interview with Alexander Engelhardt35VI36036Using Valuation to Make Transition Decisions40Consulting Services50Brand Finance Network52 Request your ownBrand Value Report About Brand Finance. Brand Finance is the world's leading independent We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of 'bridgingthe gap between marketing and finance'. For more than 20years, we have helped companies and organisations of all A Brand Value Report provides acomplete breakdown of the assumptions, We quantify the financial value of brands We put 5,000 of the world’s biggest brands to the testevery year. Ranking brands across all sectors and Each report includes expertrecommendations for growing brandvalue to drive business performance We offer a unique combination of expertise Our teams have experience across a wide range ofdisciplines from marketing and market research, to We pride ourselves on technical credibility Brand Finance is a chartered accountancy firm regulatedby the Institute of Chartered Accountants in England andWales, and the first brand valuation consultancy to join Our experts helped craft the internationally recognisedstandards on Brand Valuation – ISO 10668 and BrandEvaluation – ISO 20671. Our methodology has beencertified by global independent auditors – Austrian Get in Touch. For business enquiries, please contact:Alex HaighTechnical Director+44 7711 597580a.haigh@brandfinance.comFor business enquiries, please contact:Lorenzo CoruzziSenior Consultant+44 20 8078 2032l.coruzzi@brandfinance.com For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400 For more information, please visit our website:www.brandfinance.com linkedin.com/company/brand-financetwitter.com/brandfinancefacebook.com/brandfinanceinstagram.com/brand.finance For media enquiries, please contact:Konrad JagodzinskiCommunications Director+44 7508 304782k.jagodzinski@brandfinance.com Brandirectory.com Customer insightdrives our valuations Brandirectory is the world’s largest database of currentand historical brand values, providing easy access toall Brand Finance rankings, reports, whitepapers, and +Browse thousands of published brand values Our brand valuations are underpinned by extensive market +Track brand value, strength, and rating acrosspublications and over time Our research integrates all key brand measures, linking them +Use interactive charts to compare brand valuesacross countries, sectors, and global rankings Available for purchase separately or as part of a Brand Value Report. +Purchase and instantly unlock premium data,complete brand rankings, and research Visit brandirectory.comto find out more. Brand Finance Group. Over1,500 brandsresearched each year 29 countriesand10 sectors Brand Dialogue Brand Dialogue is a public relations agency developingcommunications strategies to create dialogue thatdrives brand value. Brand Dialogue has over 25years of experience in delivering campaigns drivenby research, measurement, and strategic thinking More than50,000 respondents Brand Exchange Brand Exchange is a contemporary and exclusivemembers' club and events space nestled in the heart ofthe City of London. It was launched in 2015 to providemembers with a private space to network and socialise.The club has since held several prestigious events VI360 VI360 is a brand identity management consultancyworking for clients of all sizes on brand compliance,brand transition, and brand identity management. VI360 Contributors. Foreword. As business models are upended and previously untouchable companies become cheapacquisition targets, the COVID-19 crisis will bring about many opportunities for growth In fact, most recessions lead to at least a first year heavy with restructuring M&A activity andthose acquisitions are often more successful than in normal times. However, during this period In order to help them, Brand Finance has conducted a study of the financial effects ofrebrands following mergers and acquisitions on a global scale – the first such study of its size. By looking at all of the public acquisitions in the world above $500m in deal size in the lastfive years, we identified the key trends from 3,000 acquisitions – which account for 80% ofthe total value of public acquisitions in the world – to determine how to make sure your next Alex HaighTechnical Director We found that about a fifth (21%) of acquisitions led to a change in name but that figure almostdoubles for the biggest acquisitions (to 37