Knorr-Bremse Reshapes Brand Strategy

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Source: Knorr-Bremse announcement

MUNICH – Knorr-Bremse, a global market leader for braking systems and other systems for rail and commercial vehicles has optimized its uniform global identity through clearly defined brand positioning, not least by assuring more cohesive visual integration of the Group’s brands and worldwide subsidiaries into one corporate family.

“Knorr-Bremse is the market and innovation leader in many areas, focused on the future and, since its IPO in 2018, more firmly in the spotlight than ever,” said Eva Seifert, head of marketing at Knorr-Bremse AG. “Against this backdrop, we have harmonized our corporate identity in order to accentuate the core and strengths of the brand more effectively, both internally and externally. At the same time, we were keen to ensure that all of our 30,000 or so employees feel part of an integrated brand that delivers system solutions.”

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The concept phase distilled out a catchy, internationally comprehensible and overarching set of three attributes as the brand values: Reliable. Innovative. Leading.

“Reliable is the anchor value; what we have already achieved. Innovative looks to the future and includes the goal of keeping the company focused on its innovative capabilities. And Leading underlines our pole position in the marketplace and sets us apart,” said Seifert.

Why customers should opt for Knorr-Bremse is summed up in the company’s positioning statement: “Driven to create the best solutions.”

Another aspect of the strategy is to create a uniform and modern look for documents, the company’s digital presence, its publications and its trade fair booths. The bold chevrons in the logo form the central design element representing the overarching nature of the umbrella brand and the company’s holistic systems-based approach.

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This characteristic of Knorr-Bremse is also reflected in the revised logos which use a combination of the stylized K and the relevant brand name. In addition, as part of the new strategy, the colors and fonts give clearer expression to the shared identity of the brands within the Group. The recognizability of the individual brands is ensured by retaining their established names.

To view the entire announcement, click HERE.

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