The mission for the central Communications department is to strengthen our brand, support sales and employer branding. This is done through communication and marketing according to our communications policy, strategy and plan. All communication must follow Scania's brand strategy, identity rules and guidelines. Read more about the communications policy, strategy and plan on the Communication support site on Reflex.

The central Brand Management department is responsible for long-term brand development, brand strategy and visual identity. The aim is to build, develop and protect the brand globally and activate it at central level. 

This is done by:

• Developing and positioning the brand to support Scania's overall purpose and strategies
• Giving advice on brand deployment and visual expression 
• Working with and approving co-branding initiatives
• Being active spokespersons as brand experts, conducting analyses and recommending actions
• Developing brand assets and identity guidelines 
• Ensuring that trademarks and logotypes are registered in relevant markets
• Cooperation and partnership (sponsoring and licensing)

Distributors’ communication departments operationalise and activate the brand, and act as brand stewards on their market. 

• All material produced locally must follow Scania's brand strategy, identity rules and guidelines.
• The distributor shall coach, guide and supervise the use of the Scania trademark, patents and design protection in accordance with brand strategy and visual identity.
• In addition, the distributor shall support in detecting any misuse or violations of third parties of Scania’s trademarks, designs, copyright and other intellectual property rights, and report to Scania centrally, that will take necessary action. 
  
• The distributor shall follow central marketing strategies and concepts and adapt and use marketing material relevant for their local business.

• Strategic Brand Management Meeting (SBM): decides on matters with significant brand impact for Scania, covering the Scania brand and Scania-related brands worldwide.
• Brand Experience Forum: aligns and develops design at Scania across all design areas in order to develop and secure a coherent and premium brand experience across all Scania touchpoints.
• Brand Communication Meeting (BCM): is an operational decision meeting, handling questions/requests not covered by existing brand and identity guidelines, as well as approvals, exceptions and escalations.
• Scania Designation Committee: has the responsibility to strengthen the Scania brand with relevant marketing and commercial names and designations in accordance with Scania’s naming strategy.
• IP enforcement is handled by Scania IPR task force
• The Sponsoring and Community Engagement Decision Board: decides on new central activities, as well as local activities exceeding EUR 50,000

Read more on the Communication site on Reflex.

Systems

• This Brand portal contains guidelines, templates, and downloads of logos, fonts, pictograms and other brand assets
• Office 365 contains Scania templates and fonts, and PowerPoint also a selection of Scania images
• Tegel Design System provides components, design resources and brand assets for all digital products and services at Scania
• Marketing Suite and Marketing Tool are digital platforms for sales presentations
• The Media Library in Scania Media Portal offers a large selection of videos, images and communication material for use by the organisation
• Scania Learning Experience Platform offers e-learning about the brand
• Merchandise is ordered in the B2B webshop

How is content created?

The approval process is decentralised – to be agile, responsive and relevant – as long as material is in accordance with the brand and identity guidelines on this portal

The latest and up-to-date brand and identity guidelines are those available on the Brand portal.

Below you may also download a short version of the guidelines in pdf format. This document could be useful if you need to share the brand and identity guidelines with an external partner that doesn't have access to the brand portal.

Brand measurement: Image objectives and continued trend monitoring

Dealer Operating Standard (DOS) is a basic condition to be authorised to sell Scania products and services under the Scania brand.

Brand recognition and Exterior, interior and digital presence are two examples of areas covered in DOS.

The corporate department Franchise Management visits all markets and performs a normative audit together with the local DOS coordinator. Read more on Reflex.

The e-learning "The power of branding" in MyCompass gives a good introduction to  the Scania brand and visual identity. It's recommended for all Scania employees and mandatory for all communicators. 

An introduction to Scania for all employees – how to bring the brand promise to life every day – is available via the onboarding platform "We are Scania".

A training pathway for branding is also available in Scania Learning Experience Platform (login first to make the link work). 

Distributors’ communication teams act as brand stewards for brand identity deployment in their market

Scania Identity Helpdesk provides daily support on brand related questions for distributors and head office.