PENGARUH TINDAKAN MERGER DAN AKUISISI TERHADAP BRAND VALUE

Abstract

In 1980’s the flow of merger and acquisition gave a test to accounting practice. The result was a lot of company that merge had the valuation of their brand not accurately. With this problem, in 1999 the United Kingdom Accounting Standard Board introduce Financial Reporting Standard 10 and 11 about how to treat goodwill on balance sheet, and in 2002 International Accounting Standard Board had left the pooling accounting method in which goodwill will being valued base on its fair value. With the growth of brand value, and merger and acquisition are two factor that is inseparateable. When a company reach its peak to grow, merger strategy can be used. The purpose of this reseach is to know and to analyze the effect of acquirer company’s marketing expense and brand portfolio diversity to acquirer company’s brand value. Both of the variables were chosen because company’s brand is a differentiator that is seen by the public eyes. Brand identity of company that the public seen should be communicated in form of marketing and of course, company’s brand portfolio. Sample of this research were all company that merged and acquired in Komisi Pengawasan Persaingan Usaha and Bursa Efek Indonesia between 2011 until 2013. Statisctic significance t was the method this research used to analyze the effect of merger and acquisition to brand value. The result of this research indicates that the more higher the acquirer company’s brand portfolio when merge will has a negative effect to the acquirer company’s brand value.