SNA Europe
The craft of partnership
SNA Europe has a unique heritage, with over 100 years of partnerships in the hand tool business. After acquiring a number of tool companies, they needed to get their portfolio into line. They wanted to create an optimum brand portfolio strategy with clarity and focus, whilst aiming to hold a market-leading position in all geographies served.
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The strategic plan was to rationalise all the brands to create a portfolio hierarchy, in order to produce a brand platform. This was translated into the creative concept. ‘The craft of partnership’ signifies SNA Europe’s core offerings of hand tools and reflects their century of heritage. It represents the skill of creating and maintaining partnerships through dedication and attention to detail. The concept was implemented into the brand portfolio strategy development, brand platform, and web platform. Results so far show that reducing the SNA Europe brand portfolio from 18 to 3 brands in terms of manufacturing, logistics, packaging, sales and marketing are huge both in financial and management terms.