Bringing cohesion to international growth
Founded in 1938, Aktas is a family-owned and run business. It specialises in air suspension systems for trucks and buses. Aktas has customers all over the world and serves them with factories in Turkey, Brazil, China and Bulgaria. As it continued to grow and add services beyond manufacturing, organising its brand portfolio and corporate structure in a more coherent way was essential.
Structuring a brand portfolio
Saffron carried out a brand architecture audit to make recommendations on how existing product ranges should be positioned. Value, mainstream and premium brands needed to be clearly related to one another but also sufficiently differentiated in order to support the Aktas parent brand to a greater degree. Saffron worked with Aktas’ strategy and marketing teams to find a market positioning for each brand, and with the customer service team to ensure distributors and retailers had all possible support in marketing Aktas airsprings and services.
Idea and visuals that signal change
With a promise of being with distributors and final consumers “all the way”, Aktas focuses on customer experience, from purchase through to maintenance and replacement. A visual system that allowed each product brand to be both distinct and recognisable as part of the Aktas Group completed Saffron’s engagement with the team in Bursa.