The document discusses important questions to ask about branding when undergoing a merger, acquisition, or spin-off. While questions about shareholder value, operational synergy, and logistical advantages are important, the document argues that equally important are questions about how the transaction will impact the brand. It provides seven crucial branding questions to consider, such as how the market values the brands, if employees embrace the new vision, and if the new entity's naming and visual identity properly convey its mission. Asking and finding answers to these branding questions as well as the more immediate organizational ones can help unlock business value and ensure a thriving brand and successful company.