Demerge. Reposition. Rename.

A reorganization requires a name that effectively represents a new brand with a long tradition within the competitive environment. A market leader for acoustic and thermal management in the automotive sector needs a name that skilfully reinforces its standing, appeals to existing customers, employees as well as the press and attracts suppliers or any other target group.

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Be different but don't stray too far from the original company — that is the major challenge of verbal positioning and name development. As the group's already established reputation should not be lost. The name should therefore mirror existing values such as commitment, reliability, profitability and innovation, and be open to realignment. International usability, a highly unique positioning within the competitive environment, uncomplicated pronunciation and the exclusion of negative connotations are just some of the requirements for the new company name.

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Naming the progress

Endmark develops names in three lines, with the symbolic-multilingual “Autoneum” quickly becoming a favorite. It obviously connects the company's industrial world and "the new". Even more, “neum” implies a place to be, such as in “museum.” Autoneum therefore stands for innovative technologies in the automotive sector and a place where motivated minds and new ideas come together. The new name takes up both the roots and visions of the traditional company.

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Autoneum — clearly located in the automotive world with a course towards the future. A fitting name for a market leader.