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Atlas Copco Group
identity manual
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Brand association model
In Atlas Copco Group, we have a brand association model with many brands to be proud of. This allows brands to leverage on the strength, strategy and culture of the Group while maintaining their unique value proposition. The model consists of three association levels:
Endorsed association: While the brand in marketing and sales is independent of the Atlas Copco Group, the association with Atlas Copco Group remains strong and clearly visible through "Part of Atlas Copco Group" in the logotype.
Sub-association: Leverages own brand name while showcasing association with Atlas Copco Group. This will apply to many brands. The brand will maintain and continue to develop its own distinct identity, while association to the Group will be visible in communication with external stakeholders.
Discrete association: Leverages own brand name while discretely showcasing association with Atlas Copco Group.
Note:
Refer to the section on co-branding to know when and where to apply co-branding at each association level.