After reading the case study on the ABB, I better understood the steps the company took to
redefine their company and align across the board. The company had internal and external help
with this project and from the report, it has been a success. I keep the Brand Report Card in mind
when I wrote this analysis of the company and hit on the major areas that pertains to ABB.
Regarding consistency, ABB has positioned themselves to allow for a Brand Analysis which
includes analysis of the status quo ABB’s branding activities by contrasting the external
perception of the brand image with internal review of the brand. The brand used a layer concept
designed by Interbrand Zintzmeyer & Lux which depicts all aspects of the brand. The brand
platform defines ABB’s core identity, the positioning and values as well as communication
themes and therefore the strategic direction for the brand. What ABB did to assess the external
brand image that the clients, investors, and other stakeholders hold of ABB, was have several
reports and surveys assessed. Over the period of a few months the brand analysis revealed that
fuzzy guidelines and inconsistencies had weakened ABB’s one brand strategy. ABB’s second
step to fixing the issue was to re-conceptualize their brand platform which guided all further
