All ABB advertising, regardless of country, business unit or product, should reinforce the ABB brand, which conveys strength and stability. The position the company has achieved as a global leader comes as a result of hard work and innovation. The ABB Group wants to convey this position throughout the organization, effectively extending it to all our individual products and services.
To help target advertising to the appropriate audience, group has defined a two-tier system, each with its own set of layout standards.
Tier One Advertisements
Tier one advertising is all advertising produced by the Group, divisions and countries. It is created to promote more of a general awareness of “who is ABB?” rather than to promote a particular product, system or service. The audience for all tier one advertising should be considered a broader, global audience of ABB stakeholders. To reinforce the differentiation between tier one and tier two advertisements, only tier one advertising is allowed to have images that bleed off the page.
Tier Two Advertisements
Tier Two advertisements include all advertising produced by the Business Areas, Business Units and companies, created to promote specific products, services, solutions, technologies, or markets served. It is intended to answer the question “what does ABB offer me?” The audience of tier two advertising is normally a narrower, specific target market.