The Hoffmann Group, headquartered in Munich, is a group of companies active in the sale and manufacture of professional quality tools and factory equipment, also offering the associated consulting and services. In 2018, the group employed around 3,000 people and had around 135,000 customers in over 50 countries.
The traditional family-owned company is currently setting the course for a successful future, putting the brand promise and brand experience to the test. VIM Group was commissioned to assess the financial and organisational consequences of a brand adaptation and create a robust business case.
A further requirement was to consider several rebrand scenarios, each with varying degrees of change, and to calculate these scenarios individually.