Atlas Copco Wins Prestigious Brand Award

STOCKHOLM, Sweden, Jan. 24, 2002 (PRIMEZONE) -- Atlas Copco has been recognized with the prestigious Nordic Signum(r) brand award for having the strongest brand in the region. The award is given yearly to a company for excellency in long-term protection and value creation of its brands.

The Signum(r) brand award was established in 1995 to reward the Nordic company that best ensures long-term protection of its brand. The independent jury-composed of both legal and communications experts- judged the nominated companies' brand strategy, quality of their brand manual, consistency and uniformity of visual identity, to what extent the company has registered its trademarks, as well as the strategy for trademark protection and infringement.

"The Group is both decentralized and geographically widespread, therefore a user-friendly and thorough brand identity manual is one of the main reasons for our success," says Annika Berglund, senior vice president of Group Communications, Atlas Copco. "Another is our worldwide network of people who guide, support and follow-up that our brands are treated in the right way."

Atlas Copco has a multi-brand strategy and hosts a number of different brands. Each brand plays a defined role. Products are differentiated and are marketed via various brands through different distribution channels to better satisfy customer needs. The Group has a family branding structure which means that each of these brands signals membership with the Atlas Copco Group, something that also guarantees a solid communication link to its core values: interaction, commitment and innovation.

Commenting on the Signum(r) Award, Berglund adds, "There are many Atlas Copco employees who should take pride upon receiving this prestigious award. We have a number of areas to further improve, but this is a good reason for all of us to continue strengthening our identity." Atlas Copco now plans to introduce formal brand audits in all Group companies on a regular basis, the next step in protecting the brand values.

Atlas Copco is an international industrial Group with its head office in Stockholm, Sweden. In 2000, the Group had revenues of SEK 46 billion, with 98 percent of revenues outside Sweden, and more than 26.000 employees. The Group produces and markets compressed air equipment and generators, construction and mining equipment, electric and pneumatic tools, assembly systems, and offers related service and equipment rental. The Atlas Copco Group includes famous brands such as RSC, Milwaukee Electric Tool, Chicago Pneumatic and AEG Power Tools. More information can be found on the web site:

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