Parker Hannifin - Parker Hannifin

The Company
Parker Hannifin is the world's leading diversified provider of motion and control technologies and systems. With annual sales exceeding $10 billion, the company's products are essential to the manufacture and processing of raw materials, durable goods, infrastructure development and all forms of transport. 

The Task
Parker lacked a clearly defined corporate brand positioning platform that could effectively tie together its decentralized businesses, differentiate it from competitors and provide the branding to complement its successful business strategy. The absence of a strategic brand architecture, during the numerous acquisitions through the years, hampered the brand story. Prior to engaging Addison Whitney, Parker Hannifin's brand portfolio had developed an inconsistent visual look and feel, appearing as a fragmented holding company.

The Addison Whitney Solution

Research & Analysis
Our research and analysis team led a global research study conducting interviews with key Parker customers, executives and employees. The analysis included a competitive audit of peer companies. The goal was to understand the current perceptions and identify potential positioning options. The insights gained, through our proprietary brand research methodologies, allowed us to provide a clearer brand strategy path. 

Brand Strategy
Based on research findings, Addison Whitney developed a corporate brand positioning platform to communicate key benefits and points of differentiation to the target audience. Our team constructed a brand renovation that would create a unified and distinctive message, capable of complementing Parker's established sub-brands. To implement these changes, Addison Whitney developed processes and tools for Parker to objectively evaluate and effectively integrate existing brands and future acquisitions.

Verbal Branding
Addison Whitney created a new tagline to better reflect the new corporate brand positioning platform and developed a strategy to continually build the Parker brand while retaining appropriate sub-brands that have high brand equity in certain global markets.

Visual Branding
Addison Whitney also established a comprehensive visual identity standards program to drive compliance and consistency worldwide. The standards were placed on an extranet system to create easy access to all global partners.

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