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International brand alignment

Your customers are global – your brand should be too

One global brand

As customers are increasingly becoming more global, the question is not whether you should harmonise your brand across borders, but how.  International organisations typically face the same challenges:

  • What is the right balance between centrally developed concepts, and the need for solutions based on local insights?
  • How do you ensure the alignment of marketing strategy and processes across borders?
  • How do you ensure local buy-in and global synergies?

For more than 25 years, Kunde & Co has helped more than a hundred European companies market themselves globally.

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Wavin

A new brand concept to better connect with customers

To position Wavin closer to its end-customers and align international marketing activities, Kunde & Co developed a new Pan-European brand platform for the company in 2014. The new concept, “Connect to Better”, has not only reinforced the Wavin brand in the minds of both end-customers and employees but ensured a strong platform for the organisation in the years to come.

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Wavin

A new brand concept to better connect with customers

Harmonising the brand position

Successful international brands have the same value position across  borders. We have developed a unique process and methodology to identify and develop international brand positions.

We have helped more than a hundred European companies identify the element that holds the company's position together - across borders and target groups.

Concepts and campaigns

Kunde & Co develops concepts and communication platforms that work internationally. We help the company create a power centre within the parent company that can handle brand management, overall marketing strategy and planning.

In addition, we develop processes and systems that ensure campaigns and concepts can be implemented locally in a flexible and cost-efficient manner.

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TA Hydronics

Three brands become one power brand

Kunde & Co's task was to unify three strong brands under one corporate super brand, TA Hydronics, to take a leap forward in capturing the leading position in the HVAC market.

TA Hydronics

Three brands become one power brand

International marketing systems

An important element for successful international marketing is to develop an international marketing system.

There is huge financial gain to be made from optimising this system but, just as importantly, it also creates a common point of reference for the entire company to follow.

We advise companies on how to internationalise the processes, organisation and operating model they need to achieve their marketing goals.  

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Knauf

Making space for architecture

Kunde & Co were responsible for the development and implementation of the campaign and communication concept “Give Space”. This provided Knauf with the opportunity to increase sales and ensure a long-term improvement in its position in the exterior wall market.

Knauf

Making space for architecture

Ownership and involvement

Many international campaigns and brand roll-outs never succeed because the company fails to get the entire international organisation to take ownership.

Kunde & Co develops the focus of the brand so that all employees can start building a brand position on the same foundation. Finally, we develop alignment activities, enabling the company to involve and inform the whole organisation.

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Danfoss

New international brand position

Kunde & Co has helped Danfoss develop a coherent, consistent and strong position and history that helps form the foundation for Danfoss’ global growth strategy. After more than a year of development, Danfoss launches its new brand platform, ENGINEERING TOMORROW, on a global scale.

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Danfoss

New international brand position

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Søren Poulsen

Senior Partner
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Customer experience