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<p><strong>When you hear the name Daikin, you immediately think of air conditioning. This legendary brand has pioneered air conditioning solutions worldwide, becoming a benchmark in the cooling equipment industry. But what happens when Daikin decides to acquire a heat pump brand?</strong></p>


<h2>
      The Dilemma in Mergers &amp; Acquisitions </h2>
<p>Daikin acquired Altherma, a company specializing in heat pumps. With each acquisition, the question arises as to which integration model is most appropriate. There are four distinguished integration models: the Absorption model, the Symbiosis model, the Confederal model, and the Federal model. Each model offers different benefits and challenges depending on existing and future brand identities.</p>


<p><strong>Two Crucial Questions</strong><br />Before choosing an integration model, ask yourself two key questions:</p>
<ol>
<li>As a brand, what do we want to retain from the existing identities?&nbsp;</li>
<li>Which brand equity is built the strongest? Do we want a shared future and do we want to translate it into a new identity?</li>
</ol>


<h2>
      Strategische Dilemma&#8217;s van Daikin</h2>
<p>When Daikin acquired Altherma, they faced a number of strategic dilemmas:</p>
<p>Should Daikin&#8217;s DNA be revised? What happens to the current positioning? Altherma functioned almost as a separate corporate brand. Would a Confederate model be preferred? How do we deal with possible future acquisitions?</p>


<h2>
      Remarkable’s Strategic Audit</h2>
<p>Daikin enlisted the help of Remarkable for a strategic audit. Remarkable examined the brand&#8217;s growth trajectory and international presence, organized brainstorming sessions and negotiations with stakeholders. This took into account Daikin&#8217;s unique culture, which is a mix of Japanese and European influences.</p>
<p>The Japanese culture within Daikin stands for guarding brand unity, while the European culture focuses on strategy and development. This combination required a careful approach to defining brand strategy.</p>


<h2>
      Daikin&#8217;s New Proposition</h2>
<p>With a thoughtful approach, Daikin transformed its proposition from a focus on air conditioning to a broader focus on climate control, which includes both air conditioning and heat pumps. Daikin&#8217;s new proposition reads: Daikin Climate Control.</p>


<p><strong>Future Proof</strong><br />With this mission, Daikin cleverly responds to the sometimes unpredictable climate and offers products for all temperatures. This makes Daikin future-proof and prepared for further growth.</p>


<h2>
      Brand Strategy as a Cornerstone</h2>
<p>Daikin&#8217;s story shows that brand strategy is not just an &#8220;add-on,&#8221; but a cornerstone of successful mergers and acquisitions. By putting strategic brand development at the center, a brand can not only survive, but thrive in an ever-changing marketplace.</p>
<p>Daikin&#8217;s success story serves as an inspiring example for companies facing the complex dynamics of mergers and acquisitions.</p>
<p><strong>If you want to learn more about Daikin&#8217;s case, read more </strong><a href="https://www.remarkable.eu/en/case/daikin"><strong>here</strong></a><strong>!</strong></p>


Keep your head cool