Scenario 1: Demerger/Sale of a service brand from an existing sub-entity

When selling/demerging a service brand (definition: people rendering services) that has been integrated into an existing sub-entity, we encounter a brand control and equity issue as the service is part of an existing Wilhelmsen brand, in this case, a service of Ships Service:

1. The service cannot be sold / demerged with the Wilhelmsen Ships Service brand name as it only represents a small part of the subsidiary.

2. People, services, competence, client data, processes, trademarks and patents follow the sale in full, however Wilhelmsen needs to secure:

• that all connections to the Wilhelmsen brand (web links, emails, marketing materials, press releases) are removed within 6 months of the demerger / sale of the service
• that the purchasing party integrates the service under their own branding, alternatively creates a new brand within 6 months of the demerger / sale of the service
• that the purchasing party under no circumstances is allowed to use the Wilhelmsen brand to position the brand under their own umbrella after the demerger / sale of the service if not otherwise agreed.

3. Wilhelmsen can evaluate to free the original name of the service brand to the purchasing party.

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