Page 28 - Schaeffler Brandplaybook

The positioning models for our product brands are designed to enable a consistent brand use across divisions and regi- ons. They are the starting point to build appealing product- related campaigns and to craft authentic messages that help to reinforce the desired recognition of our product brands.
• The brand core summarizes the essential aspects of a brand. From the brand core main theme and key positio- ning statements (e.g., slogan) can be derived that are brought to life across communication channels. However, the positioning statement is not the same as a claim – we do not use it in combination with the product brand logo. The claim “We pioneer motion” together with the logo is reserved for the Schaeffler brand.
• The brand attributes are the main benefits the brand of- fers to its customers. In communications they translate into key messages we aim to get across to our customers and stakeholders. Through messaging we aim to embed these brand attributes in the perception of addressed sta- keholders, building up our overall positive image.
• The brand facets provide further explanation and proof of the brand attributes, i.e., how the brand benefits can be experienced by customers or the specific brand experien- ce we aim the customer to have when interacting with our product brand. In communications brand facets provide the proof-points and supporting arguments for product brand related key messaging.
Structure
Product brands