How to ensure brand identity survives acquisition

Skyscanner will remain operationally independent from parent company CtripFrom billion dollar deals to mergers that failed to make the cut, the past year has been a tumultuous period for acquisitions, with clashing company cultures and struggles to retain brand identities.
No failed merger is more high profile right now than the cross-Atlantic tussle between FMCG giants Unilever and Kraft Heinz. In February Unilever averted a $143bn (£115bn) takeover by US consumer