SCA’s brand-building focuses on developing distinct and strong brands based on high customer and consumer insight. Innovation comprises a key element of this work.
SCA’s strategy is to build a strong Group-wide brand in which SCA is a guarantor for all of the Group’s product brands and ensures that products, raw materials, processes and the entire operations are developed in a sustainable and responsible manner.
In addition, the strategy is to build a brand portfolio with strong product brands, globally, regionally and locally with the aim of increasing the number of global brands. Growth through category expansion under leading brands allows SCA to capitalise on the strong brand portfolio.
Responsiveness and insight with regard to customer and consumer needs drive innovation and business activities, and these are decisive for developing SCA’s brands.
The expertise and commitment of the employees is crucial in this effort. In the hygiene business, which encompasses most of the Group’s product brands, SCA works actively with brand training internally under the name SCA Brand Academy.
Brand model
To ensure continuous development of SCA’s brands, activities are pursued in line with a shared method and model. This way of working defines the positioning of each brand with the aim of developing, activating and following up coordinated activities, from innovation and product development to the consumer in the store.
The model also enables consistent follow-up of established goals and generates cost synergies as well as facilitates efficient resource allocation. The brand portfolio is evaluated in the annual strategy process.