Marketing - Schneider Electric

EXECUTIVE SUMMARY

Schneider Electric acquired more than 120 Companies to expand the market shares by enlarging the offers or penetrating new markets and new channels; some of these brands have disappeared and some change its products, services and solutions to have built the foundations for Schneider Electric's energy management solution offer. We will discover the stories of some of these historic brands and how each contributes for helping the people to make the most of their energy.

The brand strategy supports that we are the global specialist in energy management. The brand architecture was built as Schneider Electric is the original brand and others brand became the rest of the range.

DIRECTORY

1 INTODUCTION 2

High Equity Branding 2

Brand Promises 2

Brand Image 2

2 FINDING 3

About Schneider Electric 3

ONE Schneider Electric logo and Tagline 3

3 ANALYSIS 4

Schneider Electric Campaigns 4

>NEW-2004 Campaign 4

>NEW-2 Campaign 4

>ONE Campaign 4

4 DISSCUSION 5

Schneider Electric Brand Positions 5

Schneider Electric Brand Strategy 6

Schneider Electric Brand Policy 6

5 CONCLUSION 9

6 REFERENCES 10

INTRODUCTION

A brand is the sum of total results coming from customer experience with the products using. More specifically, it refers to the ideas and images represented by colors, words and symbols like company's name, logo, tagline, and visual identity that showing the essence of the company and it's products.

Normally, we look to the signs and the attributes of any brand. Then we study the role of branding as it's seen by customer and the company. Finally, we will finish with a contract binds between the loyal customers and the company having the brand.

All brands attached with some particular values that they promised are then perceived by the customer. Oftentimes, these brands values are formalized in a logo and tagline.

High Equity Branding:

Branding differentiates any company from the competition in the market and strong Brands with high equity can give many advantages for B2C.

The branding have the same definition in B2B strategy which has the advantage of building good image for the product and services.(3)

Brand Promises:

The brand could provide the basic information on what the costumer has been promised from the brand and what he really can expect. It is normally help to reduce the level of risks we can perceive while making any decision. Brands make our life simpler.

Brand Image:

Unlike ISO or quality labels, a brand sets under producer own standards and it must comply with these standard.

Brand images can help by reflecting its own image to the loyal customers and it help them to justify their choices, by purchasing a known and trusted brand. Normally, a good brands image makes buyers more trusted from their decision for any purchasing process.

We can feel how branding is complicated for companies have a technological products, that's needs a certain level of education and it will be better understood if it is dedicated for this products.

In my research Schneider Electric reflects a good way of how we could manage the brands in;(4)

FINDING

About Schneider Electric (170 years of history):

Today, Schneider Electric sells products and services under more than 120 brands worldwide. We can say that Merlin-Gerin, Telemecanique and Square-D are the pillars of Schneider Electric historic brands that for the past 15 years; herewith some key dates for the most important Brands joining Schneider Electric(5):

1836 The start of Schneider Company

1975 Merlin-Gerin from France join Schneider Group

1988 Telemecanique from France joins Schneider Group

1991 Square-D from US joins Schneider Group

2003 TAC from Sweden to be the building business in Schneider

2003 Clipsal to enhance the ISC business in Asia

2007 Acquire APC from USA the world wide leader in Critical Power

2007 Acquire PELCO for security business from USA

2008 Acquire Merten from Germany for smart home business

2010 Areva acquisition, to be the world-wide leader of MV and LV Products

The Logo and Tagline:

Schneider Electric has it is own registered logo and tagline, that's make it distinct from other companies. The tagline is never used next to the logo, but rather as a sentence that can claim as often as they can. It is not a command, but an action and is most often followed by demonstration of how cans Schneider Electric Energy Efficient solutions can help customers target up to 30% energy savings.

ANALYSIS

Schneider Electric Campaigns:

Here I will analyze the last campaigns that I was involved in;

NEW-2004