The strategic direction for the LKAB brand is a single-brand strategy. With a few exceptions, we gather all our units under a common brand. The basic principle is not to build brands other than LKAB, and to migrate acquisitions to our brand.
The LKAB brand represents the entire organisation and operations, and we use LKAB as the sender in all communications. By communicating a clear and consistent brand we create a clear image of LKAB, both internally and to the outside world.
The brand architecture is to help make the LKAB brand clear and strengthen it by:
- Increasing awareness and knowledge of the brand
- Linking strategically important associations with the brand
- Increasing synergies and reducing costs
- Making our look more consistent