Did you notice the recently announced merger of the mega brands in the car rental business? Do they have their brand roadmap ready to go?

Hertz Global Holdings, Inc. is planning to acquire Dollar Thrifty Automotive Group, Inc. and both CEOs noted that the continuity of their multi-brand strategy was a significant factor in the agreement.

Hertz’s Chairman and Chief Executive Officer Mark P. Frissora said, ” Together we will be able to compete even more effectively and efficiently against other multi-brand car rental companies, offering customers a full range of rental options in the U.S. between the Hertz, Dollar, Thrifty and Advantage brands. Dollar Thrifty also has a strong international presence, complementing our global footprint, which enables us to utilize a recognized brand to accelerate our leisure rental strategy in Europe and other markets.”

Dollar Thrifty’s President and Chief Executive Officer Scott L. Thompson said, “We see the combination of our brands with Hertz’s brands as very compelling.”

Plus, Hertz has a reputation for upholding their multi-brand commitment as evidenced by their purchase of the Advantage car rental brand, completed in April 2009.

Reaching stakeholders in a manner that is calming, settling and soothing while bringing understanding and order is a valuable tenet of any M&A; Communications process.

By clearly stating Hertz’s plans to keep and leverage the Dollar, Thrifty and Advantage brands the messaging enables employees to stay focused and customers to remain loyal to the distinct value propositions. Hertz, you’re #1!