Labbrand built a clear and sustainable brand architecture strategy for Legrand to answer its long-term growth needs.
Legrand is a specialist in electrical and digital building infrastructures with a 19% market share in the global wiring devices (WD) industry. It operates in more than 80 countries with a total workforce of nearly 36,000 and reported 2013 sales of €4.5 billion. Legrand is a listed company in France and one of the important contributors to the CAC index.
In 2005, Legrand acquired 100% of TCL’s wiring device services in China and started to market its wiring devices under 3 different brands: TCL, Legrand, and TCL-Legrand. One of the most important objectives for Legrand is to build up its own brand equity in the market for sustainable growth.
We approached this project by looking into Legrand’s key target audience to understand their perception of the brand. Based on consumer research, a new and clearer brand architecture was created. The second step in achieving Legrand’s goal was to start building its own distinctive assets to support its brand positioning. After research and planning, we developed the key brand positioning concept for Legrand in China – “Smart Integration for You”. Based on this unique positioning, we have subsequently created taglines and visual elements to reflect Legrand’s brand equity.
A clear and sustainable brand architecture strategy that answers the main objective of Legrand has been built by Labbrand. Legrand is fully committed to the change and launches TVC, print, and online marketing campaigns across China. Meanwhile, Labbrand also provided a communication plan to ensure a smooth transition.
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