1851

Buying a brand is a major investment, and getting it right can make all the difference between success and failure.&nbsp;As a founding partner of Ambrose, Mills &amp; Lazarow,&nbsp;<a href="https://www.linkedin.com/in/jonathan-lazarow-657ab73/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=3-tips-for-negotiating-a-winning-brand-purchase-2726453" target="_blank" rel="nofollow">Jonathan Lazarow</a> is an advisor on corporate matters, especially those pertaining to mergers and acquisitions (M&amp;A). He recently spoke with 1851 Franchise to share his insights and advice on negotiating a successful brand purchase.<h3>Build an Authentic Brand Story</h3>A strong brand needs a compelling story that feels genuine to consumers.&nbsp;“Consumers are smart and they can tell when the brand is merely a mechanism to get into commerce,” said Lazarow. “A great brand is born from a very real place selling an authentic version of the creator’s world. It’s special.”When developing the brand story, it's important to keep it real. Consumers are looking for authenticity and will quickly spot anything that feels fake or forced. Lazarow also stresses the importance of documenting this story and securing trademark protections to make sure the unique aspects of the brand are legally protected and can be preserved for the long term.<h3>Stick to High Operational Standards</h3>“A great story matters, but it’s the blocking and tackling that makes a brand come to life,” Lazarow said. “Instituting processes and procedures that ensure brand compliance over a period of time is what makes the brand valuable to third-party buyers.”In other words, having a solid, well-documented operational plan is important. This reassures potential buyers that the brand can continue to run smoothly even if the leadership changes.&nbsp;“A good story with great operating history is even better, but a third party will buy the brand if they are reasonably secure in believing the brand can carry on with different leadership,” Lazarow said.&nbsp;<h3>Plan For the End From the Beginning</h3>To maximize the value of a brand purchase, it’s essential to have an exit strategy from the start.&nbsp;“While many good brands come up naturally to fill a gap in the marketplace, the ones that trade for exceptional valuations were built to maximize an exit,” said Lazarow.This means thinking ahead and planning how the business will eventually be sold. Whether you’re starting a brand from scratch or taking over an existing one, having a clear exit strategy helps guide your decisions and ensures you’re always working towards maximizing the brand’s value.A well-thought-out business plan that considers the end goal can make everything clearer. It aligns all your efforts towards building a brand that’s not just successful in the present but also highly attractive to future buyers.Negotiating a winning brand purchase involves a mix of authenticity, operational excellence and strategic planning. By building an authentic brand story, maintaining high operational standards and planning for the end from the beginning, you can significantly boost the value and success of your brand acquisition.&nbsp;To learn more about franchise M&amp;A, check out these related articles:<ul><li><a href="https://1851franchise.com/uni-k-wax/franchising-magazine-usa-after-acquisition-uni-k-wax-is-positioned-to-bring-its-revolutionary-model-to-dozens-of-markets-2725644">Inside Uni K Wax's Acquisition</a></li><li><a href="https://1851franchise.com/beefobradys/fsc-franchise-co-approaches-2024-with-40-signings-11-openings-and-newks-acquisition-2724513">FSC Franchise Co. | Newks Acquisition</a></li><li><a href="https://1851franchise.com/subway-acquisition-reportedly-under-investigation-by-the-ftc-2724363">Subway Acquisition Reportedly Under Investigation by the FTC</a></li></ul>

3 Tips for Negotiating a Winning Brand Purchase

How to Negotiate a Winning Brand Purchase

1851 Franchise

According to M&A and Corporate Advisor Jonathan Lazarow, a winning brand purchase requires focus on authenticity and operational standards, as well as a clear end goal. 

3-tips-for-negotiating-a-winning-brand-purchase

Comfort Keepers

image of comfort keepers employees franchise

Comfort Keepers® Partners With PocketRN to Enhance Dementia Care Nationwide

comfort-keepers-pocketrn-dementia-care-partnership

Right at Home

Right at Home Franchise - Q3 2025 Momentum - 1851 Franchise

Right at Home Continues Momentum as It Closes Out the Third Quarter and Looks Ahead To Hit Its Annual Signings and Openings Goal by the End of the Year

right-at-home-franchise-q3-2025

DoodyCalls

Why This Former Fitness Pro Turned Dad Found His Perfect Franchise Fit in DoodyCalls

reno-entrepreneur-finds-success-with-doodycalls-franchise

Express Employment Professionals

Shaping the Future of Work: Melissa Davis Leads the Charge in Express Employment Franchising

shaping-the-future-of-work-melissa-davis-leads-the-charge-in-express-employment-franchising

Caring Transitions

The Benefits of Buying an Existing Caring Transitions Territory vs. Starting From Scratch

the-benefits-of-buying-an-existing-caring-transitions-territory-vs-starting-from-scratch

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Photo of Papa Murphy's Take 'N' Bake Pizza franchisee Lily Wilford

Entrepreneur: This 18-Year-Old Saves Babysitting Money for College — Then Decided to Buy a Business Instead

18-year-old-franchise-owner-lily-wilford

Amazon outage, AWS outage, Amazon AWS logo

The Day the Cloud Stalled: How Amazon's Outage Impacted Franchise Economy

amazon-aws-outage-franchise-impact-travel-dining-failure

Thursday 1851 Franchise Agg - NASAA’s Noncompete Push

NASAA’s Noncompete Push Puts Franchise Growth on Uncertain Ground

franchise-noncompete-nasaa-advisory-reasonableness-standard

How a Steady Economy Could Help Franchisors Plan Their Next Move

how-a-steady-economy-could-help-franchisors-plan-their-next-move

Bed Bath & Beyond - Franchise Expansion - Retail Strategy - 1851 Franchise

Bed Bath & Beyond Launches Franchise Model as Part of Comeback Strategy

bed-bath-beyond-franchise-expansion-retail-strategy

Top Education Franchises To Consider for 2025 - 1851 Franchise

Top Education Franchises To Consider Investing In for 2025

top-education-franchises-investment-opportunities

Graphic with arm, holding graduation cap, coming out of stack of books

top-tutoring-test-prep-franchises

Top Early Childhood Education and Child Care Franchises for 2025 - 1851 Franchise

Top Early Childhood Education and Child Care Franchises for 2025

early-childhood-education-child-care-franchises

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

image of jerome hanway from right at home Las Cruces, New Mexico 1851 franchise franchisee spotlight

Jerome Hanway Is Building His Right at Home Franchise Around His Mission To Serve

right-at-home-franchise-las-cruces-jerome-hanway

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

image of franchise deep dive from 1851 franchise on doody calls franchise authority brands

DoodyCalls Franchise Costs, Fees, Profit and Data for 2025

doodycalls-franchise-deep-dive

graphic image of an 1851 franchisee spotlight brayden and johnny steven of teriyaki madness

Father-and-Daughter Team Bring Teriyaki Madness to Wichita, Kansas, With Big Expansion Plans

johnny-brayden-steven-teriyaki-madness-wichita

image of michael panos and michel panos, owners of mellow mushroom in Atlanta

3 Tips for Negotiating a Winning Brand Purchase

MORE STORIES LIKE THIS