Our brand
The Scania brand is one of our most valuable assets. Our brand is valued higher than other brands, contributing to loyalty and our long-standing profitability.
The Scania brand reflects what we promise — what we tell our stakeholders to expect from us — as well as what we deliver. Repeated efforts to deliver on the promise over time are necessary to create a coherent and strong perception of our brand.
The brand is affected by everything that we do, deliver and communicate, but also how we do it.
That is why it is so important to not only build our expressions on our brand platform, but also have a unified tone of voice and visual identity, that supports and enhances our brand expression.
Brand strategy
The brand strategy consists of three parts: our single-brand strategy, the brand platform and our brand governance.
Key components
What is a brand?
A brand is a person’s perception of a product, service, experience, or organisation. It is shaped by everything that we develop, produce, communicate and deliver.
A part of the brand is the trademark. A trademark is a symbol, wordmark or logotype used to distinguish a product or company from others. Both interact with all our stakeholders: customers, employees, society, investors and other partners.
The Scania brand reflects what we promise — what our stakeholders can expect from us. Continued efforts to deliver on the promise over time are necessary to create a coherent and strong perception of our brand.
The stakeholders we have to relate to are divided into four main groups
The Scania brand
Watch the film below to see and hear Christian Levin talk about the Scania brand and sustainable partnerships.
Read more about our brand promise (sustainable partnerships), brand position and brand values on the brand platform page.
Permission to use
The Scania wordmark, symbol and logotype may only be used by Scania CV AB, subsidiaries of Scania CV AB, and companies that are authorised to market Scania products and services or otherwise licensed to use the Scania trademark in various ways: manufacturers of parts and accessories, bodywork suppliers, workshops and dealers outside the captive Scania network, etc.
To prevent misuse, these other parties are required to obtain special permission for several areas of use. Questions and applications for permission should be submitted to Scania CV AB through Scania Identity Helpdesk.
Any questions regarding marking of vehicle-related products, parts, accessories, software and fluids should be directed to Scania CV AB, through the Parts and Service department.