Scenario 4: Acquisition of a service (and product) brand unfit to add to an existing sub-entity

When acquiring a service brand (definition: people rendering services) that is unfit to add to an existing entity the general rule of integration is as follows (if the brand also offers products, the branding shall be split - see below):

1. Review brand & marketing audit and decision tree to decide ownership, market implications and brand strength.
2. a) Integrate the service offering as a descriptive new entity into the Wilhelmsen brand sphere to be managed under the Wilhelmsen portfolio, parallel to Ships Service and Ship Management.
   b) Keep the product brand name and process the product part of the acquisition like a product brand (scenario #2, endorsing the original brand and altering the identity to match the Wilhelmsen profile).
3. Route all previous addresses to wilhelmsen.com within 6 months of acquisition
4. Add the new sub entity and service to the complete offering of Wilhelmsen
5. Integrate employees, processes and marketing as needed

Example: Wilhelmsen acquires Hydrex - now a hydroenergy consulting company (service) with world famous valves (product)

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