Fueling the energy system transformation: new brand, architecture & product naming system

Delivering innovative energy solutions globally.

In 2020, Hitachi and ABB’s Power Grids’ business came together to create a joint venture, combining the world-class ABB power grids business with Hitachi‘s advanced digital technologies, resulting in a new global leader in pioneering and digital technologies that advance a sustainable energy future for all. In 2021, “Hitachi ABB Power Grids” evolved to become Hitachi Energy. The name change reflects the rapidly evolving energy landscape and enables the business to position its technologies to serve customers beyond the grid.

Brand migration and positioning as a change and transformation driver.

Following a period with a dual brand approach, Hitachi ABB Power Grids has undergone a brand migration to the Hitachi brand. With our strategy and brand management expertise, Globeone supported the global brand migration program office to define the brand migration and positioning path and its implementation. We helped in leveraging the brand migration as an opportunity to streamline the comprehensive product portfolio. Aiming at achieving clarity and an improved customer experience with a harmonized and consistent product brand approach, Globeone supported the client from portfolio assessment to a future proof product naming strategy. The newly developed naming framework reflects the company’s sustainability and digitalization ambitions through strong identifiers and thus making its commitment towards a sustainable energy future visible across all levels including product.

Less is more.

By closely working together and supporting global brand management, product portfolio management and project responsibles from across the organization, Globeone succeeded in introducing a future-proof brand architecture reflecting two key pillars of the company, digitalization and sustainability.

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