ABB is a global technology leader in electrification and automation. Following the acquisition of Siemens’ Wiring Accessories (WA) business in China, ABB’s Home Electrification faced a critical challenge: How to smoothly transition brand equity from Siemens while repositioning the brand into a consumer-facing smart home brand.
As ABB’s strategic branding partner, Labbrand established a clear brand transition plan for ABB. The goal was to empower its business across multiple dimensions through brand power in the smart home sector.
Guided by the “Brand Power Model”, Labbrand identified ABB’s opportunities across three dimensions——Leadership, Experience and Influence：
Leadership: Merging “Industrial DNA” with “Lifestyle”
Through competitive analysis and quantitative consumer research, Labbrand uncovered a differentiated positioning for ABB in China’s smart home market. The strategy balanced ABB’s “industrial -grade reliability” with lifestyle-oriented brand proposition, consolidating its high-end status while creating stronger emotional relevance for consumers.
Experience: Transforming B2B Technical Strength into Tangible B2C Life Experiences
To create more emotionally appealing brand experiences, Labbrand developed the Chinese brand slogan “住进更好的自己” (Your Space, Elevated.) Refined through Labbrand’s professional verbal development framework and ABB’s internal scoring results, the final slogan was unique, easy to understand, and appealing to the audience. It translated ABB’s engineering expertise into a promise of warmer, smarter, more empowering lifestyle, enhancing the brand awareness among targeted audiences.
Influence: Consolidating and Deepening Stakeholder Relationships and Trust
A successful brand transition extends beyond consumers. Labbrand created a comprehensive transition plan covering differentiated communication scheme, practical budget control and monitoring framework for ABB. This ensured consistent and effective communication across designers, electricians, retailers and other stakeholders, strengthening trust while expanding high-quality partnership to co-build its brand ecosystem.
Through brand positioning and transition strategy planning, Labbrand helped ABB strengthen its leadership in China’s high-end smart home sector. By enhancing B2C smart living experiences and aligning stakeholders, the brand is well positioned for its next stage of growth.
About ABB
ABB is a global technology leader in electrification and automation, purposed to enable a more sustainable and resource-efficient future. Through its alignment of engineering and digitalization expertise, the brand helps industries run at high performance, while becoming more efficient, productive and sustainable so they outperform. ABB has around 110,000 employees worldwide and a history that stretches back more than 140 years.
About LABBRAND
Founded in 2005 in Shanghai, LABBRAND (朗标) is a leading global brand consultancy. Headquartered in Shanghai with international offices in Paris, New York, Singapore, and Kuala Lumpur, LABBRAND leverages deep expertise in Naming, Strategy, Research, Design, Branding, and Innovation to deliver precise brand solutions for clients worldwide, helping them drive brand innovation and grow brand equity in a constantly changing business environment. As a trusted partner in brand innovation, LABBRAND has been recognized by top global media and awards bodies, winning 70+ international honors, including iF, Red Dot Design Award, London International Awards (LIA), and Transform Awards (Asia, North America, Europe).
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