Jung von Matt/brand identity integrates the Wabco brand into ZF Friedrichshafen

Wabco looks back on a 150-year history. During the acquisition by automotive supplier ZF, the question arose as to whether ZF should integrate the acquired Wabco brand in order to strengthen its own brand and market position, or whether the Wabco brand should be continued in order to avoid customer irritation and maintain the brand value created.

Brand Equity Leverage Effects 

Based on a brand equity transfer analysis conducted by Jung von Matt/brand identity, the Wabco and ZF brands were compared. In the case of a brand integration and a planned re-branding of Wabco to ZF, positive brand equity transfer effects were found in the brand redeployment model. Due to the high brand strength of ZF, the brand and business fit of Wabco and ZF, and a strong integration management, customers and stakeholders assessed the integration positively and remained loyal. Brand value is thus not destroyed, but rather capitalized and ultimately increased.

Based on these results, Jung von Matt/brand identity developed and planned scenarios for brand integration and re-branding. In the early summer of 2020, the Wabco brand was finally integrated into ZF and the appearance was changed to ZF. In individual, defined areas, such as product levels or the aftermarket, the Wabco brand will be continued.

Sovereign signaling

In the course of brand integration, the ZF signaling was also adapted to the corporate design introduced in 2017. The ZF sign no longer appears on a surface, but is presented as a free-standing logo. Jung von Matt/brand identity developed the design concept for the near and far signage and implemented it with the signage specialist Kaufmann in Ulm. By day, the logo appears in ZF blue; by night, it visibly glows white. The new signaling is intended to complete the ZF brand design with a sovereign symbol for intelligent mobility and automotive technology of the future.