Wittmann Group to Drop Battenfeld Name in Branding
The Austrian based maker of injection molding machine, robotics and auxiliaries had combined the brand names for injection molding related offerings, reflecting its acquisition of Battenfeld in 2008.
The Wittmann Group (Kottingbrunn, Austria) is shifting from a two-brand strategy that it adopted following the acquisition of the former Battenfeld in 2008 and subsequent combination of the Wittmann and Battenfeld brands. Going forward, the Wittmann Group has decided to use the Wittmann logo for all of its advertising and product lines. The company said the change to its external appearance will begin Jan. 1, 2022 and will be completed by the K show in October 2022. Wittmann said there will be no changes in the organization of the companies within the Wittmann Group, and all company names—including Wittmann Battenfeld Inc. the U.S. headquarters in Torrington, Conn.—will be left unaltered by the brand strategy change.
Under the previous branding regime, Wittmann was used for auxiliary and robotics products, while Wittmann Battenfeld applied to injection molding machines and injection molding processes. The Wittmann Group says this move highlights the significance of the injection molding machine for the future development of the company. Shifting to just Wittmann will also emphasize the company’s “one-stop-shop” capability with a uniform brand designation and color scheme for the entire product range.
The Wittmann Group has announced a shift to a single brand strategy going forward starting in 2022.
Photo Credit: Wittmann Group
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