Case:
Assa Abloy

Situation
- During a couple of years, Assa Abloy Group acquired over 120 companies around the world.
- In 2005, the Group had become the world’s biggest locking and security company, but with a scattered portfolio of over 90 brands.

Solution
- A consolidation of the Group brand portfolio and a strengthening of the Group brand identity.
- Assa Abloy was given a prominent Master brand role. All local brands were double branded/strongly endorsed with the Master brand.
- A strong identity was developed for the Master brand and an endorsement system for local brands, following the identity of the Master brand to a high degree.

Results
- Increased efficiency in resource, time and cost by defining a clear brand strategy and structure.
- Avoided overlaps and reduced complexity by building up and sharing common identity tools.
- Meeting new market demands by strengthening the Master brand, thereby meeting the needs for global solutions and new technologies.
- Made the Assa Abloy brand visible, changing it from an invisible holding company in the background to act as ONE strong, visual, global corporation