Scenario 8: Joint Venture - 50/50 ownership

If Wilhelmsen enters a joint venture, where ownership is based on a 50/50 perspective, meaning there is no ruling party, the general rule of branding this joint venture is as follows (Example: Wilhelmsen and Rockwell establish an “Automation Joint Venture”). In this scenario, there are two branding options:

JV with a go-to-market perspective:

Option 1 - creating a completely new brand, endorsed by both entities:

- a new brand and name (complete identity) should be established and clearly endorsed by both JV partners
- this new brand shall not be a combination of shortened names of either partner (e.g. Wilnor)
- create the brand, identity, organization ++ as per contract and defintion of management demands

Option 2 - new brand, combined naming structure - MAIN SYSTEM:

- alternatively, a new brand identity, based on both investing parties can be created
- here Wilhelmsen should strive to keep the Wilhelmsen colors if at all possible
- an example of this strategy is Diana Wilhelmsen
- create the brand, identity, organization ++

JV without a go-to-market perspective:

If the joint venture is solely meant as an investment company, option 2 is applicable.
A logo / ID process can then be dismissed.