Guidance for brand leaders on centralising brand portfolio and operations.
This guide explores the way, and why brands are increasingly being brought together:
- Improving visual coherence across brand architecture.
- Offering a more complete stakeholder experience and unifying brand governance.
- Systems and tools to improve efficiency and overall competitiveness.
"At Getinge we observed a change in our customers’ buying behaviour. The purchasing processes at healthcare providers were maturing, which lead to a preference to collaborate with a limited number of larger MedTech providers. In order for us to stay relevant, we therefore needed to move towards a single brand approach. We saw a need to clarify that all of our products are developed and sold by one company, which in the end made it easier for our sales force to present our total offering to customers in a better way."
- Lovisa Rohlen, Head of Brand and Marketing Communications, Getinge