The German pharmaceutical and chemicals firm Bayer has outlined a mammoth bid for a U.S. firm beset by reputational issues.
Bayer has bid $122 per share for agri-giant Monsanto in an all cash deal that values the target company at $62 billion.
Simon Wadsworth, the Managing Director of reputation management firm Igniyte, told CNBC that Bayer is spending a lot to inherit a bad reputation.
"Monsanto has poor reputation online and Bayer will feel the impact of this by association when it becomes the parent company. There will be a knock-on effect of potential damage to sales and employee concerns."
Igniyte's Wadsworth told CNBC that absorbing a damaged brand will take a great deal of effort to fix.
"[It]will be costly and a lengthy process given the scale of the opposition, but would reap rewards in the long term."
Neither Monsanto nor Bayer had not responded to CNBC's request for comment by the time of publication.
In Harris Poll's 2016 study of America's most loved and hated companies, Monsanto garnered a "poor" rating and ranked fifth-lowest.
The firm has been attacked for creating "frankenfood" after years of developing genetically modified crops.
The Organic Consumers Association in the United States claimed that Bayer's proposed mega deal will create a big public relations challenge for the German company at home.
On its website, the organization said Germans 'detest' both genetically modified seeds and the weed-killer that Monsanto produces.