Knowit needs to continuously develop its offering and its positioning to maintain its presence on a dynamic market. The goal is maximizing the ability of Knowit’s business areas to:

– Reach new strategic customer segments (top managers, market managers, etc.).

The strategy for the brand structure is therefore a strong brand name (Knowit) with business areas (Knowit Experience, Knowit Insight, Knowit Connectivity and Knowit Solutions), where the mother brand (Knowit) is the association that serves to drive purchases.

The strategy is based on

–  That each business area has limited opportunities to build a relevant awareness without the power of a strong central Knowit brand.

–  That each business area should contribute to building Knowit’s overall brand.

Co-branding means that one or more brands outside the Knowit group (e.g., Google) cooperate with one or more brands within Knowit.

If the external brand cooperates with two brands within the Knowit group, the same rules apply as in item 1 above. More than two offers means that it is the mother brand logo that is used; here it would be combined with the external brand.

The cooperating logos can be subject to either of two conditions: equal weight (all are equally important) or different weights (one of the brands is the "driver").