The brand governance model in the Atlas Copco Group reflects our broad product offering.
We want to offer different customer segments different experiences and a broader choice of products and services based on their preferences. We have a family branding structure with around 50 different brands. Many of our acquired brands are kept intact. Why is that? Because each brand drives the success of our business.
Atlas Copco is the biggest brand in the Group and is also the corporate brand. As such, the Atlas Copco purpose, mission, vision and values are applicable to all the brands in the Group family. In most cases, the brands are governed on a business area level. Each brand strives to be First in mind − First in choice for customers and other stakeholders in their chosen segments.
Brand surveys are conducted on a country and regional basis on a regular basis, internally and externally, to monitor our position and perception in our markets.