The Linde Group

Brand-Implementation of a Global Player: Using celum IMAGINE and one2edit Brand Implementation Group implemented the Linde Brand Management Portal.

Background

After the merger of Linde AG and the BOC Group PLC in March 2007 the Brand Implementation Group was charged with planning and implementing a global brand change.

The Brand Implementation Group started with the analysis and created a concept for implementation of the whole execution process. Then the changed brand appearance was performed over all divisions, communication channels and medias in over 100 countries and all stakeholders were coordinated.

The Brand Strategy was set up in all the parts of the company, in direct communication with all the stakeholders.

Tasks

Establishment of a Brand Management Portal as central working platform.
Assurance of a sustainable and consistent brand appearance.
Quality checking and monitoring of all communication activities.
Creation of optimized processes and realization of significant time- and cost-savings.
Achieving highest transparencies regarding communication issues and processes.
Coordination and consolidation of all implementation projects, initiated through marketing, communication or purchase departments.

In order to guarantee a worldwide consistent and sustainable appearance of all corporate brands a central, webbased working platform for the daily brand-work was implemented.

celum: With the product family „celum IMAGINE“ the ideal management of all assets and herewith a core function of the EBM Enterprise Brand Management Platform® is assured.

Further elements of the portal are:

Integrated one2edit solution to individualize all marketing- and office-documents.
Features for communication and formation of a brand community.
Central knowledge base.
Management Information System (MIS).