Group identity outline

Brand governance

The purpose of the Group identity and messaging framework launched in 2023, is to increase our focus on technology in our branding and communication and make it easier to describe the Group at large. We are a decentralized organization with a portfolio of many strong brands. By creating a clear and differentiated Group identity, we make it easier to showcase our contribution to society and what we offer without referring to specific brands or products.

In addition, we have created a new brand governance model to enable brand management in our decentralized organization, ensuring we live up to the vision "First in Mind—First in Choice".

Follow this Hub page link to know more about Brand governance.

What is a brand

A brand within Atlas Copco Group must:

be registered in the Brand Code database and have a Brand Manager
have a value proposition/brand promise
have a graphic/visual identity
have an external website
have a boilerplate with "Part of Atlas Copco Group"
have trademark protection
be used for sales of products and services by one or several divisions (Atlas Copco Group is the exception)
be associated with Atlas Copco Group in the brand association model
be reviewed through a brand audit regularly

Note:

Brands are not always reflected in our organizational or legal structure. If a name ends with .srl, AB, N.V, Ltd. etc., it indicates that this is a legal entity. Even if the name is shared with a brand, for example, Atlas Copco AB or Edwards Ltd., it is a legal entity.

A brand is not a legal entity
A name of a division is not a brand or a legal entity
An acquired distributor is a legal entity and not a brand
A brand is not something you can buy or sell, only the intellectual property rights associated with it (for example, trademarks) can be bought or sold

Examples

Multiair is the collective name of several legal entities in different countries selling different brands. The name of the legal entities containing the word Multiair should be used on invoices, contracts, etc., but Multiair is not a brand and should therefore not have a logo, a social media presence or be used to build an employer brand.

A customer center, a Holding region, or a product company, are not brands. They are legal and organizational entities. A customer center should therefore communicate under the brands they are selling and not have a hashtag or a social media presence.

Airpower is a legal entity. When communicating through a press release, the Group logo should be used, but when needed it should be clarified that information is coming from the legal entity, which in this case is Atlas Copco Airpower N.V.

How brand governance is organized in the Group

There are different types of councils for safeguarding and governing all brands in the Group. The Atlas Copco Group Identity Council is responsible for the Group brand. The Atlas Copco Brand Council is responsible for the Atlas Copco brand and the Chicago Pneumatic Brand Council is responsible for the Chicago Pneumatic brand, both of which are centrally governed brands. The Communications Councils of each business area are responsible for all other brands in the Group.

Mission of the Group Identity Council

The Group Identity Council will:

Be a channel to anchor and establish brand governance in the Group
Be a sounding board for and sign off on the directions for what signifies Group and what is brand
Be part of the process to ensure a functioning and evolving Group identity
Be a link between the Group and the brands to ensure messages and information flows
Be a forum for discussion, analysis and evolvement of brand governance in the Group

Brand association model: The model

Co-branding: Three main association scenarios

Legal entities and brands: The Group, Name structure, Trademark, Group News and Press releases