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. Once the SNA Europe brand had been determined, there was a need to develop a brand platform and implementation from a pan-European perspective.
The strategic plan was to rationalise all the brands and to create an optimised portfolio hierarchy. A vital element of this was to develop a stronger and more prominent SNA Europe ‘corporate’ brand to build relationships and loyalty among distributors. 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.