Page 38 - Schaeffler Brandplaybook

BASIC LOGIC
Deep Groove Product family
3
629-C
Product type / model
4
-2HRS
Variant specification
5
Brand
1
Ball bearings
Product category / subcategory
2
The brand which the offering is marketed
The broadest meaningful cluster of offerings that serve similar needs – can be further divided with subcategories (e. g., bearings > ball bearings)
A cluster of products within a product category that share the same value pro- position
A specific product configuration or service
A variation of a product model (e. g., in terms of dimension, weight or performance level)
Naming
Basic logic
Meaningful names are an essential part of the Schaeffler brand experience. They inspire, pro- vide guidance and communicate clear benefits. And they often constitute the first Schaeffler im- pression in the minds of our customers and ot- her stakeholders.
Our nomenclature is the basis to craft consis- tent and compelling product names across divi- sions and regions. It defines five name elements that can be used for product naming.
Less is more, when it comes to product naming. For improved
recognizability and customer navigation, we ide- ally bundle products with a similar value proposi- tion under one umbrella name (i.e., product cate- gory or family name). This helps to avoid disconnected, competing names for similar offe- rings in our portfolio.