Scenario 2: Acquisition of a product brand that can/should be integrated into an existing product range/brand:

When acquiring a product brand (definition: a physical product (brand) that is sold to customers) which can be integrated into the offering of an existing/owned product brand 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. Remove the original brand name of the offering and: 
   • Integrate the product into an existing product stream and brand (depending on brand strength, history, reputation and competitive landscape)  
   • Add the new products to the existing offering  
   • Change the brand name of the acquisition to a descriptive offering within the product range.
3. Route all previous web- and email addresses to wilhelmsen.com within 6 months of acquisition
4. Add the new offering to the overall portfolio and evaluate keeping the original brand name “on file” for future demerger.
5. Integrate employees, processes and marketing as needed

Example: Likewoo Safety Lines