WEG
Brazilian company WEG, founded in 1961, wanted to transform itself from an electric motors manufacturer to a global supplier of motors, automation and energy solutions. A differentiating global brand and communication strategy was required to support the further expansion into new markets like China, India and Russia.
Approach
The main objective was for WEG to be recognised as a global player and solutions provider by preparing the brand for global challenges.
The WEG brand was defined through the BBN Brand Asset Management process and a consistent international appearance was developed to give the newly positioned brand a unique and differentiating look and feel, both on a global and local level.
Results
The new WEG brand was launched at the Hanover Fair 2008
Involvement
The Branding Process was conducted by a global team of BBN members BBN USA, BBN Brazil, and was led by BBN Germany. BBN agencies in Italy, UK, Spain, Sweden, Netherlands also supported with the local implementation
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