Brand essence

Our ambition is that we all fly the same flag and that we are perceived as one, strong group of companies. The Wilhelmsen brand shall be enhanced, throughout the entire global organization. By introducing a common brand essence and removing individual sub-entity brand platforms and personalities, Wilhelmsen will become a more united company - focusing on the same purpose, vision, and mission.

Brand Essence is the heart and soul of a brand – a brand's fundamental nature or quality. A brand essence is basically composed of six elements, which are: purpose, vision, mission, values, perception, brand promise.