Hitachi Energy is a global technology leader in power systems and sustainable energy solutions. The division was strengthened following Hitachi’s acquisition of ABB Power Grids, and Hitachi has since acquired the remaining 20% stake from ABB.
Under the terms of a Corporate Brand Licence Agreement, the new entity had three years to fully remove ABB from its corporate touchpoints and establish a distinct global identity - a process that went beyond logo removal to include all brand identity components such as typography, cursor, illustrations, and photography - while safeguarding ABB’s reputation during the transition.
Challenge
The scale of the migration was immense, with more than 60 countries and 10 global functions involved. Hitachi Energy faced multiple challenges:
Balancing brand equity transfer and transition timing: preserving ABB’s credibility during a dual-brand period while signalling the shift to Hitachi.
Legal and contractual complexity: aligning brand migration to country-by-country legal name changes, each with different requirements and timelines.
Operational delivery across diverse geographies: from major facilities and IT systems to HR documentation, invoicing, and external communications.
Cultural and governance differences: moving from ABB’s centralised brand governance model to Hitachi’s more decentralised approach, while avoiding loss of brand consistency.
Solution
Strategic migration planning
We began with a comprehensive Impact Analysis to define migration scenarios, costs, and risks. Drawing on our knowledge of ABB and our experience in complex brand separations, we developed recommendations that informed the Corporate Brand Licence Agreement and enabled ABB and Hitachi to approve a balanced, phased approach.
Dual-brand transition framework
A one-year “Hitachi ABB Power Grids” dual-brand overlay was introduced for high-visibility, low-complexity touchpoints, ensuring continuity and equity transfer. Simultaneously, planning began for direct migration to Hitachi Energy in phased country waves.
Global PMO and governance
VIM co-led the Global Programme Management Office, coordinating across 60+ countries and multiple global functions. We produced a detailed migration blueprint, including:
Brand toolkit: workplan templates, checklists, training materials, detailed guidelines and access to assets.
Progress was monitored through PowerBI dashboards integrated with SharePoint, giving leadership accurate, real-time visibility across functions and regions.
Implementation and technical support
We provided end-to-end delivery support, combining execution of key workstreams with specialist services to ensure quality and efficiency.
Key workstreams included:
Global corporate migration: rebranding core assets such as websites, social media, and IT systems.
Country-level migrations: aligning facility rebrands, workwear, and HR systems with local legal name changes.
Facility rollouts: managing site surveys, signage, and workplace branding across a global footprint.
Specialist services included:
Supplier tendering and value engineering: leading supplier selection and using a dual-track survey model (expert surveys for complex sites, guided self-surveys for standard sites) to save costs and accelerate delivery.
Technical brand translation: converting Hitachi brand principles into practical specifications, ensuring consistent, scalable application across all environments.
Brand advisory and creative services: providing centralised expertise, easing the load on regional brand managers, and safeguarding compliance with licence requirements.
Product portfolio alignment
Though product migration was led by the business units, VIM supported with customer studies and the development of guiding principles. This ensured sensitive product brands transitioned to Hitachi without eroding customer trust, while new product design standards guided consistent branding across touchpoints.
Results
With VIM Group’s leadership and technical expertise, Hitachi Energy successfully executed one of the most complex brand separations and migrations in the sector:
300+ global sites rebranded across six continents, meeting the strict three-year licence deadline.
60+ countries coordinated through a robust global PMO and phased legal-name-aligned rollout.
Clear governance and toolkits provided, empowering local teams while maintaining global consistency.
Cost and time efficiencies delivered through lifecycle planning, supplier optimisation, and dual-track site assessment.
Brand equity preserved and transferred via a dual-brand period, followed by a confident transition to Hitachi Energy.
A new global identity established, fully aligned with the organisation’s vision of “Powering good for a sustainable energy future.”
By combining strategic foresight, disciplined governance, and practical delivery, VIM Group enabled Hitachi Energy to achieve a smooth, timely, and cost-effective transition to its new global Masterbrand.
300+
sites rebranded globally
60+
countries coordinated
3 years
license met on time
