Page 36 - Schaeffler Brandplaybook

FOUR
MIGRATION
PATHS
Structure
Four migration paths
Direct integration
Step wise integration
Endorsement
No integration
A Schaeffler Brand
Small company size low brand equity
Acquired brand
High brand equity, complementary or newoffering
Acquired brand Acquired brand
A Schaeffler company
High brand relevance esp. for customers & employees, differing customer base
Acquired brand Acquired brand
A Schaeffler company
Independence strategically desi- red or conflicting reputation
Acquired brand (no change)