Many units, one naming logic

About 105,000 employees. In over 330 consolidated subsidiaries. Spread across 100 countries. As one of the world’s largest energy and automation corporations, ABB needs many names: for segments, technologies, products – even service contracts shine brighter with the right name.

ABB uses continuously fine-tuned naming guidelines to specify the composition of names and all formal, structural and typological requirements. At the same time, different units have different needs that must be met.

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From the one-brand strategy to the most optimal descriptor

The first step is a naming harmonization of different legal entities in order to strengthen the ABB brand and bring clarity and coherency. Nationally and internationally.

This is followed by namedevelopments such as:

• ABB Motion OneCare – the verbal bracket for all service contracts. Target group-oriented, emotional and comprehensive.
• ABB GoSelect – a digital tool for product selection and customization. An engaging statement name with an unmistakable message.
• Crealizer – a digital framework for engineers and developers.
• Mobile e-Power – the segment name for industrial and off-highway electricvehicles.
• Pro and Tailored – as descriptors to differentiate between differenttraction batteries.

We also provide support as a strategic sparring partner across various projects and areas:

• linguistic analysis and benchmarkingfor ABB Motion Services
• validation of existing product namesin the competitive context for ABB Motion
• evaluation, research and strategicstorytelling for internally developed brand names, including for ABB LargeMotors

And in future? We look forward to driving the group’s creativity on and on.