What does it mean when Honeywell says we have a “Modified Master Brand” strategy?
A. That means that the company and most of its business units, products and services use the well-known and respected “Honeywell” brand name. Within its master brand architecture, Honeywell supports many sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the Honeywell Master Brand. Honeywell also supports a select number of Standalone Brands, which are valuable and well-recognized within their particular markets of interest. In addition, the company supports a small number of Endorsed Brands in the safety and security marketplace, to take advantage of the combined power of the Honeywell name and these well-recognized brands that Honeywell has acquired.
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