Scenario 2: Acquisition of a product brand to be managed by an existing sub-entity

When acquiring a product brand (definition: a physical product (brand) that is sold to customers) the general rule of integration is as follows:

1. Review brand & marketing audit and decision tree to decide ownership, market implications and brand strength

2. Keep the original brand name of the offering and:

• Alter the identity and communication of the brand to fit the existing and current Wilhelmsen profile (keep the logo)
• Endorse the brand “by Wilhelmsen” if brand and marketing audit concludes with a “go ahead” (depending on brand strength, history, reputation and competitive landscape)

3. Route all previous web- and email addresses to wilhelmsen.com within 6 months of acquisition

4. Add the new brand to the offering of the managing sub-entity

5. Integrate employees, processes and marketing as needed

Example: Timm Ropes

*See scenario 6 if brand & marketing audit deemes the acquired brand too strong to integrate.