. ▁ ▁Following ▁a ▁mer ger ▁or ▁ac quisition , ▁companies ▁usually ▁re brand ▁newly - ac quired ▁products ▁to ▁keep ▁them ▁consistent ▁with ▁an ▁existing ▁product ▁line , ▁such ▁as ▁Sym ante c ▁placing ▁acquired ▁security ▁and ▁utility ▁software ▁under ▁its ▁N orton ▁brand ▁( its elf ▁an ▁off sh oot ▁of ▁flags hip ▁product ▁N orton ▁Ant iv irus ). ▁This ▁can ▁also ▁happen ▁in ▁reverse ▁if ▁an ▁acquired ▁brand ▁has ▁wider ▁recognition ▁in ▁the ▁market ▁than ▁that ▁of ▁the ▁purch aser , ▁such ▁as ▁Chem ical ▁Bank ▁taking ▁on ▁the ▁Ch ase ▁brand ing ▁after ▁its ▁mer ger ▁with ▁the ▁company . ▁ ▁Small ▁business ▁re brand ing ▁Small ▁business es ▁face ▁different ▁challeng es ▁from ▁large ▁corpor ations ▁and ▁must ▁adapt ▁their ▁re brand ing ▁strategy ▁accordingly . ▁ ▁R ather ▁than ▁implementing ▁change ▁gradually , ▁small ▁business es ▁are ▁sometimes ▁better ▁served ▁by ▁re brand ing ▁their ▁image ▁in ▁a ▁short ▁time frame   – ▁especially ▁when ▁existing ▁brand ▁not or iety ▁is ▁low . ▁“ The ▁powerful ▁first ▁impression ▁on ▁new ▁clients ▁made ▁possible ▁by ▁professional ▁brand ▁design ▁often ▁out we igh s ▁an ▁out dated ▁or ▁poor ly - des igned ▁image ’ s ▁weak ▁brand ▁recognition ▁to ▁existing ▁clients ”. ▁ ▁A ▁change ▁of ▁image ▁in ▁a ▁large ▁corpor ation ▁can ▁have ▁cost ly ▁re per cuss ions ▁( up dating ▁sign age ▁in ▁multiple ▁locations , ▁large ▁quantities ▁of ▁existing ▁coll ater al , ▁communic ating ▁with ▁a ▁large ▁number ▁of ▁employees , ▁etc