PANalytical

Analytical x-ray company
The Netherlands
Company name: PANalytical
Company size: Large
Company web site: http://www.panalytical.com
Date of Foundation: 2002
Nr. of Employees: 250<

Case summary:
PANalytical is the proof that tools like branding and Design Management are extremely relevant in the B2B and consumer markets alike. The company develops X-ray equipment for materials analysis and is an international Market leader with 900 employees in sixty countries. The company was subtracted from Philips in 2002, continuing its operations under a different name and a different Brand.

Near-death experience
Under Philips, Philips Analytical didn’t necessarily have to worry about its branding policy. After all, Philips has always stood for technical superiority. However, that all changed when the measuring instrument division was rapidly subtracted in 2002 and had to continue operations under a new name. This lead the management team to the difficult task of building trust in a new brand name. And that’s what they did.
By aggressively applying design management principles, the new company, PANalytical, maintained its position as an international market leader and grew 70% between 2003 and 2008.

Philips Analytical was renamed PANalytical, which allowed a scrap of recognition, aided by a temporary corporate identity deriving from that of Philips. The message was simple – Nothing has changed, we’re the same people and we still supply the same products and services. It worked as a stopgap for a few months but Meijer and the management had already knew that building PANalytical’s new brand name required a solid design and branding policy. Senior management established the basic principles to sustain the branding strategy and Meijer got to work…

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