Scenario 3: Acquisition of a combined service & product brand

When acquiring a service & 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. a) Product part: Keep the original brand name of the product offering and proceed as in
   Scenario #2:
   • 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)
   b) Service part: Integrate the service part of the brand into the managing Wilhelmsen entity as an additional service offering
3. Remove the original brand name from the service
4. Add the new service to the offering of the managing entity
   
   General integration for the entire acquisition:
5. Route all previous web- and email addresses to wilhelmsen.com within 6 months of acquisition
6. Add the new product brand to the offering of the managing sub-entity
7. Integrate employees, processes and marketing as needed

Example: Hydrex - Hydrex this time is a service and product brand fitting nicely into the Ships Services portfolio

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