Siemens is a global electronics and electrical engineering company. For over 160 years, Siemens has stood for technical achievements, innovation, quality, reliability and internationality. Siemens Power Generation delivers power generation products and solutions to industries and energy providers worldwide.
Addison Whitney’s challenge was to strengthen the Siemens master brand through portfolio reconstruction. Siemens had recently acquired Westinghouse, Alstom and a number of other power generation businesses, which producted a cluttered brand portfolio. The newly enhanced brand strategy
would need to allow room for Siemens to effectively grow in the future.
The Addison Whitney Solution
Research & Analysis
Addison Whitney conducted internal and external research with customers and employees. The research aimed to validate if the Siemens master brand carried the most recognition, as compared to the acquired brands. After conducting the brand assessment, we were able to recommend that the Siemens master brand be positioned across all newly acquired business units. As a result, the Westinghouse name was gradually be phased out.
Addison Whitney developed a comprehensive nomenclature system that enhanced the clarity and consistency of product naming for the portfolio. Future naming guidelines were developed to ensure the strategy would be preserved as new products were introduced and businesses acquired.
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