Scenario 6: Acquisition of any brand deemed to strong to be integrated

When acquiring a brand that would suffer from the integration, regardless of product or service, 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. Do not change the brand name and offering, merely treat it as a product acquisition (see Scenario #2) defined: 
   - It shall remain under its own brand name 
   - It shall be endorsed by Wilhelmsen 
   - It should have Wilhelmsen senior staff in the management team 
   - The identity of the acquired brand shall be altered to match the Wilhelmsen profile
3. If feasible, add the new service to the offering of the group

Example: GMS, and GMS being the brand valued as being too strong to integrate.