Page 18 - Schaeffler Brandplaybook

BRAND POSITIONING
(incl. tonality & pioneer spirit)
Purpose, vision, mission, values – there’s a lot to consider when working with our brand. And that’s not yet all. Our brand positioning model wraps up the essence of our brand positioning in a simple way.
The model summarizes the (intended) positioning of Schaeffler, both thematically and in terms of tonality, and defines a common terminology for the Schaeffler brand. It is a powerful tool to align the brand work across our organization and with external partners to help steer those positive associations we want to charge our brand with. It strongly supports the creation of a cohesive brand experience and one joint Scha- effler language across diverse brand touchpoints.
Brand Identity
Brand positioning
• Superior quality
• Innovation
• System understanding
• Manufacturing excel- lence
Pionieering spirit
Advancing sustainability motion
Our vision
We are the automotive and industrial supplier of choice that leads through innovation, agility and efficiency
Our purpose
We pioneer motion to advance how the world moves
We pioneer motion
Our USP
Values of
a family buisness
Supplier of choice
Our technology & application fields
• Robotics solutions
• Energy solutions
• Digital solutions
• Bearing solutions
• Service & life cycle solutions • Chassis solutions
• eDrive solutions
• Mobility solutions
• Convetional powertrain solutions
Our values
• Excellent
• Passionate • Innovative • Sustainable
Our tonality
• Curious & Inspiring
• Unexpected & forwardthinking • Trusted & approachable
• Committed & ambitious