JOHNSON CONTROLS: Bringing new acquisitions into the folD

SITUATION

Johnson Controls is a global diversified technology and industrial leader, serving customers in more than 150 countries. Always seeking new ways of strengthening its capabilities and giving customers high-quality products, Johnson Controls made two significant acquisitions in automotive seat manufacturing. Following the acquisitions, Johnson Controls needed to identify a strategy for incorporating the acquired businesses into the company’s overall brand architecture. This was a delicate challenge, as the company needed to make the transition without alienating key customers. 

APPROACH

We structured and carried out global brand equity analyses for the acquired brands, identified and assessed the potential branding options that would make the most strategic sense for the newly added businesses and the overall Johnson Controls branding strategy, and recommended a transitional branding approach.

SERVICES

Brand equity analysis
Brand architecture
Visual identity design