Chicago Pneumatic is a part of the Atlas Copco Group and falls under the Group’s brand governance model. The Chicago Pneumatic Brand Council is responsible for the Chicago Pneumatic brand, which is a centrally governed brand.
The newly created brand governance model is to enable brand management in our decentralized organization, ensuring we stand true to our vision "First in Mind—First in Choice".
Brand association model
The Atlas Copco Group has a brand association model which includes many brands we are proud of. This allows brands to leverage on the strength, strategy and culture of the Group while maintaining their unique value proposition. The model consists of three association levels:
- Endorsed association
- Sub-association
- Discrete association
Chicago Pneumatic falls under Sub-association: Leverages own brand name while showcasing association with Atlas Copco Group. This will apply to many brands. The brand will maintain and continue to develop its own distinct identity, while association to the Group will be visible in communication with external stakeholders.
Understand sub-associated brands in detail.