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Clear structuring creates harmony out of uncertainty

Headquartered in Switzerland, the Geberit Group is Europe’s leading provider of sanitary technology and solutions. The company has a revenue in excess of $2.5 billion, offices and subsidiaries in 35 countries and over 12,000 employees worldwide.

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Geberit

The task

Geberit, a Swiss producer of cutting-edge sanitation and piping system technology, had acquired a number of subsidiaries in the process of becoming a market leader.

As many of the acquired companies continued to operate under their own banner, this created a degree of brand confusion that Geberit needed to rectify.

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The solution

Kunde & Co developed an entirely new branding system to systemise product naming on a global scale.

All but a few subsidiary brands were realigned with Geberit’s own corporate brand, strengthening Geberit while eliminating wasteful use of resources on the building of small brands.

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A concept developed on strategic foundation

In 2003 a market analysis determined that Geberit was uniformly recognised as a respected, high-end brand known for constant improvement, expertise and evolutionary innovation. The concept that followed, “Know-How Installed,” was based on Geberit’s core values – the ability to produce reliable, functional products driven by knowledge, innovation and easy integration – and could effectively communicate Geberit’s uniqueness on a global level. A complete makeover of the corporate identity brought the company’s visual presentation in step with the new concept.

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Bringing the story to life

A central brand organisation was established to manage and implement concepts and future campaigns in key markets. Today, Geberit enjoys a clear brand structure at both corporate and product levels. All new acquisitions and product developments are launched under the umbrella of a single shared name, which has proven invaluable in international logistics and communication.

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Results

The campaign was launched in 2004. Five months later, 980 representatives from the three main target groups were interviewed. The results were remarkable.

Architects and installers recognised both print ads and the brand much better than those of Geberit’s main competitors. 

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What we delivered

  • Market analysis
  • Corporate concept and story
  • Corporate visual identity
  • Brand system and structure
  • Corporate image campaigns
  • Various elements for roll-out of new story
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Want to know more?

Henrik Kattrup

Partner - Country Manager, Switzerland
Read more

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