One Group – One Brand. United worldwide under the KLINGER brand umbrella
The KLINGER brand name stems from our founder, Richard Klinger. 130 years later, we are still managed by the same family: proof of our stability in the market
Comment by Christina Raimann, Head of Group Marketing & Communications
Between 2018 and 2021 we went through a comprehensive rebranding process and united all our subsidiaries around the world under the corporate KLINGER brand umbrella.
I got to initiate this rebranding of twelve subsidiaries and use my expertise during the process. Why was this process important and necessary, and how do we all benefit from it?
You, as our customers, play a central role in this – according to branding guru, Marty Neumeier: "A brand is not what you say it is, it’s what they say it is."
"They", refers to you, our customers. It is your perception that counts and that acts as our beacon. Our customers make us what we are: ”trusted. worldwide.”
But how exactly do you benefit from a global brand? Allow me to give you an example:
Christina Raimann, holding some of the KLINGERSIL gaskets, that the plumber brought along.
1. Identification
A while ago, Niki, a plumber, was servicing my heating at home. When I asked him what kind of gaskets he used, he showed me his bag full of KLINGERSIL C-4300 gaskets and answered: "KLINGERSIL, of course. They are the best!" The quality of Niki’s work also depends on the materials he uses.
2. Orientation
In a world without brands it would be hard to find our way. Brands help with orientation: Niki knows he can count on quality with KLINGER.
3. Security
A brand is always a promise and a promise provides security. Niki trusts KLINGERSIL and that helps him feel secure.
4. Status
"Does anybody actually use other gaskets?" Niki asked while he was cleaning the heat exchanger. He was proud to be buying from KLINGER because it proves his high standards as a heating engineer.
5. Continuity
We have customers and partners who have been loyal to us for decades. They trust in the reliably high quality of our products. Niki said that he always bought his gaskets from KLINGER and had no reason to change his supplier. Even if he moved to Brazil tomorrow, he would still buy exactly the same gaskets as here in Austria. With our global network, we make sure that he can do that.
6. Ethics
It is not only about value for money. You also want to buy with a clear conscience. Niki still remembers Klingerit and knows, that KLINGER changed from the asbestos-containing gaskets to a safe material, long before it was legally required. Our customers rightly expect us to act responsibly, and KLINGER is fully committed to sustainability.
The KLINGER brand
”KLINGER trusted. worldwide.” is our umbrella brand under which we unite all our companies. It represents the diversity of our international subsidiaries as well as our unity as a global corporation.
Our brand name stems from our founder, Richard Klinger. After more than 130 years, we are still run by the same family, now in its fifth generation, and under the same name: proof of our stability in the market. Due to the continuing growth of our group, many new brands joined over the years. We integrated twelve brands in the last three years. And in 2020 alone, six subsidiaries changed over to the KLINGER brand.
These last rebrandings were the final step towards our coherent global brand identity: From a hybrid brand architecture with several stand-alone brands, KLINGER has now developed into a true "single-brand house". As customers, you can now trust in a global KLINGER network with clear-cut ownership and a stable and transparent company structure. Also, our latest additions, "Franz Gysi" and "GPI", were immediately integrated into our brand family. Here is the brand migration of the last three years:
