ABB and ABB Baldor-Reliance Dual Brand Product Strategy

In 2011, ABB has acquired Baldor-Reliance, the number one name in electric NEMA motors. Although the acquisition was many years ago, the brands have remained fragmented — sometimes ABB, sometimes Baldor-Reliance. This has diluted brand equity and created confusion in the markets.
With a new product brand strategy (including a unified logo, clear messaging, and a strong customer value proposition) we were able to ensure that the ABB Baldor-Reliance product brand continues to lead, while stablishing a clear differentiation between both brands at ABB NEMA Motors Division:
ABB - Company brand: the business itself that sells products and services.
ABB and ABB Baldor-Reliance - Product brands: products/services the company sells. The company has a dual-brand strategy when it comes to their products. Both NEMA motors brands emphasize complementary strengths to meet diverse industry needs.
The project implementation included: new/refreshment logo for ABB Baldor-Reliance brand, brand toolkit/guideline, Communications campaign, press release, sales talking points, detailed customer value proposition messaging, internal landing page, FAQ, visual assets package for sales team, new packaging and products nameplates.