International, efficient, clear: the brand portfolio strategy for the Bosch Home Comfort Group

With its regional and international brands, the Bosch Home Comfort Group (Bosch Thermotechnik GmbH) is one of the world’s leading providers of energy-efficient solutions for indoor climate control and hot water convenience. The goal is to realign the individual brands in order to efficiently and effectively develop the market. In doing so, these brands are to be clearly differentiated while doing everything possible to maximise synergies.

Based on an analysis of the various target groups, prevailing market trends, and the status of the various brands, a brand group strategy was developed that focused on the two international brands: Bosch and Buderus. The Group strategy serves as the framework for the differentiated positioning of each regional brand.

An efficient brand portfolio with individually distinct brands that are clearly positioned.