The acquired brand’s market share

The cleanest test of an acquisition is what happened to the acquired brand’s share of its market afterwards.

• Deals and M&A
• Activism and governance

1 idea that carry it

• TechniqueDeals and M&ALetter located

  The acquired brand's market share is the cleanest test of an acquisition

  Judge an acquisition by what happened to the acquired brand's share of its market afterwards; the number is public and hard to argue with.

  Post-deal assessment, consumer and brand coverage, and any activist case built on competitive evidence rather than financial engineering.

  From Trian's July 2017 letter to Procter & Gamble shareholders · Trian Fund Management