Primary brands

Primary brands focus on OSRAM’s core segments M1/M2. This means they deliver added-value to our customers through high-quality, innovation, expertise and service. Primary brands enjoy a good reputation and trust and they earn a premium price.

Alongside the gobal master brand OSRAM, our portfolio of primary brands also includes a numer of other brands.

Most of them came to us through acquisitions. The transition path and timeframe are defined individually for each brand considering brand strength, business risks and deal requirements.

Business Unit Opto Semiconducters (OS)

• OSRAM Opto Semiconductors – is our global specialty brand for opto semiconductor components.
• Vixar² – Specialist for VCSEL technology adding to our portfolio of semiconductor-based optical security
  

Business Unit Automotive (AM)

• OSRAM Continental² – Joint Venture of OSRAM and Continental to develop, produce and market intelligent and innovative lighting solutions for the automotive industry.
• SYLVANIA Automotive ³, ⁴ – is our regional brand for the automotive aftermarket business in US/CAN.
  

Business Unit Digital (DI)

• Digital Lumens¹ – is our specialty brand for industrial Internet of Things (IoT) solutions and offers a software platform that can be used to run applications covering everything from intelligent lighting control, energy use, and security systems, to the measurement of environmental parameters
• Clay Paky¹, ADB Stagelight¹ and ART Centric Lightning¹ – are our specialty brands in the entertainment business.
• LED ENGIN¹ is a specialty brand for ultra-bright, ultra-compact solid-state lighting solutions for a variety of specialty markets
• Traxon² and E:cue² are our specialty brands for dynamic lightning solutions.
• Fluence¹ – expands our portfolio of LED-based horticultural solutions for a wide variety of applications including vertical farming.
• BAG¹ provides solutions for intelligent light management and human-centric lighting, energy monitoring, as well as predictive maintenance.

Transition stages of acquired brands/joint venture:

⁰ Newly acquired brand in review or new entity in formation
¹ Acquired brand in transition, stage 1: Endorsement „An OSRAM Business“ is added to the original logo of an acquired business
² Acquired brand in transition, stage 2: Logo of an acquired business is adapted to OSRAM colors and used in co-branding with the OSRAM logo in the OSRAM brand design
^³ Acquired brand in transition stage 3: Brand integration or stand-alone respectively secondary brand, long-term or temporary.
⁴ Exception: After the carve-out of the lamps business for general illumination in 2016, Sylvania will predominantly be used by our brand licensee LEDVANCE. To differentiate our own business under the Sylvania brand, the business area qualifier “Automotive” is added to the logo.

Secondary brands

Secondary brands offer the opportunity to exploit the total revenue potential of a given market. In contrast to the primary brands that are positioned in the added-value premium segments, secondary brands operate in the price-entry segments (M3, M4). They are ‘price fighter brands’ and protect the OSRAM brand from the erosion of reputation, image and price. To minimize substitution effects and to prevent a negative image transfer between secondary brands and the OSRAM master brand, secondary brands need a clearly distinguished positioning with regard to value proposition (generic vs. premium), pricing and brand management. Today, we have three secondary brands: NEOLUX and Novita in the automotive aftermarket business and Luminent for Digital Systems – DS - in the trade channel.

Creating a new secondary brand

A new secondary brand – developed in-house or being acquired – requires brand-building resources as well as brand management effort. A general positioning framework is defined where all secondary have to be based on. Establishing a new secondary brand follows dedicated steps, defined by OSRAM Brand Strategy & Management. Brand Strategy & Management will review the status of existing secondary brands from time to time to ensure, the criteria are still met

WHAT TO DO:

• Familiarize yourself with the process „CRM1010“ and the guideline „OSRAM Secondary brands”:
  OSRAM_Secondary_brands_Guideline_Brand_management_20181025.pdf
  
• Follow the necessary approval steps that are outlined in the document.

If you have any questions or need more detailed information, please contact Brand Strategy & Management:
Eva-Maria Schleip or Sonja Elias

Product, service and system trademarks

Product, service and system trademarks are individual names for products or product families, service packages and individual services as well as system offerings (cloud platforms, applications, IoT etc.). The purpose of product, service and system trademarks is to structure our offering and support our customers’ orientation. The main brand for our products, services or systems is OSRAM, or in specific cases one of our primary portfolio brands. The trademark is added on a subordinate level.

Product, service and system trademarks are developed, aligned with trademarking/legal and managed by the product marketing function of a respective business unit, according to their naming system for their portfolio.

Important watch outs for product, service and technology trademarks:

• Trademarks are only permitted to be applied as wordmarks without graphic expression or addition
• The typography of trademarks might not be thicker or larger than the OSRAM word mark – names are type-set in our corporate font Helvetica Neue LT Pro 45 Light
• Trademarks may not be turned into a visual and may not have a logo-like appearance
• Product, technology and service trademarks have to be aligned with GC IP (check for 3‍rd party rights, trademark registration)

Download OSRAM Guideline Product Trademarks

If you have any questions or need more detailed information please contact Brand Strategy & Management:
Eva-Maria Schleip or Sonja Elias

Company branding/subsidiaries

On company level, subsidiaries of OSRAM Licht AG, carrying the OSRAM name also use the OSRAM logo. Additions to the legal entity name that have to be made for specification or legal reasons are not added to the OSRAM logo. The logo of OSRAM Opto Semiconductors is the only exception.

Acquired companies come to us with their original company name and legal entity. Depending on the phase of brand transition, they use their original logo or the OSRAM logo. If using the OSRAM logo with a legal name that is not OSRAM, the endorsement “BY OSRAM” (formerly: “An OSRAM Business”) is added to the legal name. As soon as the legal name is changed to OSRAM the OSRAM logo applies. Also here, the OSRAM logo is used without addition.

Subsidiaries of OSRAM Licht AG or OSRAM GmbH that are founded under a different name than OSRAM for specific reasons use their own logo. Most of the times, they are linked to OSRAM by using the OSRAM corporate color scheme (orange, grey, white) as well as an OSRAM endorsement, e.g. Fluxunit GmbH – OSRAM Ventures.

If you have any questions or need more detailed information please contact Brand Strategy & Management:
Eva-Maria Schleip or Sonja Elias

M&A, Joint Venture, Divestiture

A number of brands become part of OSRAM’s brand portfolio through mergers and acquisitions or as a joint venture – a means for OSRAM to add new competencies and to grow into new business areas and market segments (regions and/or target groups). To leverage the equity of an acquired brand for OSRAM, both brands are linked to each other by, first, endorsing the acquired brand with OSRAM and, eventually, fully integrating it. The extent of endorsement ranges from the addition of “An OSRAM Business” to the original logo (stage 1) via co-branding (stage 2) to a full transition to the OSRAM brand design. The degree of linkage depends on the strength of the acquired brand, business risks or deal requirements. During the process of a transaction (e.g. M&A) the branding approach is individually defined for each brand.

When a portfolio is acquired, product, service or system trademarks are usually kept as they are. However, the business unit should consider a comprehensible integration into their portfolio structure.

WHAT TO DO:

• In case of a merger, acquisition, joint venture or divestiture, the business unit should involve Brand Strategy & Brand Management early on - latest after P-Proposal and before i-Application
• In case of an M&A, please familiarize yourself with the OSRAM M&A Branding Guideline
• Make sure that Trademark License Agreements are concluded by General Counsel (GC IP TMC)

If you have any questions or need more detailed information please contact:
Eva-Maria Schleip and Sonja Elias