Challenge
The Hager Group faced multiple challenges related to its brand strategy. The role of the brand in realizing new strategies, such as the expansion of business models and internationalization, was unclear. The brand architecture was inconsistent, especially regarding the purpose of the Hager Group and its relationship to the Hager brand. Additionally, the company had acquired several brands over the past decade but lacked integration or migration efforts despite the decision to harmonize. Furthermore, there was no dedicated department managing the corporate brand (“The brand had no home”).
Approach
Globeone conducted a comprehensive brand audit to evaluate the status quo of Hager’s brand strategy, positioning, brand architecture, and brand communication. The methods applied included document analysis, internal interviews, competitor analysis, exit interviews at the “Light & Building” trade fair, and testing and alignment in management workshops.
