Global Geographic Brand Naming and Brand Architecture

Global Geographic Brand Naming and Brand Architecture

Context

Raytheon Technologies provides advanced systems and services for commercial, military and government customers worldwide. With four industry-leading businesses ― Collins Aerospace Systems, Pratt & Whitney, Raytheon Intelligence & Space, and Raytheon Missiles & Defense ― the company delivers solutions that push the boundaries in avionics, cybersecurity, directed energy, electric propulsion, hypersonics and quantum physics.

The company, formed in 2020 through the merger of Raytheon Company and United Technologies Corporation, is headquartered in Arlington, Virginia. Raytheon UK is a landed company that sits within the Raytheon Intelligence & Space business, as well as part of the Raytheon Technologies enterprise in the UK, consisting of Collins Aerospace and Pratt & Whitney.

Ambition

Following the merger the business needed to rationalise its global geographic naming strategy for its portfolio of inter-dependant businesses. The project aims were as follows:

1. Accelerate investment of resources in the essential parts of the portfolio
2. Build stronger connections with the master brand
3. Identify growth opportunities
4. Realign brand and product names with customer needs
5. Create a strong visual system

Action

Brand architecture and geographic naming are inter-dependent strategies. With architecture generally informing direction for naming strategies. After an audit of best proactive geographic naming conventions within the sectors and adjacent sectors we explored solutions following a Master brand Approach (leaning towards a more global naming strategy) and a House of brands Approach (leaning towards a more national naming strategy). Our design team brought to life the options across a relevant range of applications from digital to physical environments prior to research being conducted within the business to conclude the best approach to be adopted.

Results

The project delivered a global geographic Brand portfolio map with critical observations, opportunities  and considerations from a geographic and brand naming and portfolio perspective.  This was then used to define migration paths, define naming strategy recommendation, define geographic naming implications and plan the subsequent Portfolio and naming Decision Tree.

Earlier this year, it announced plans to reorganize into three brands: Collins Aerospace, Pratt & Whitney, and Raytheon.

In a call with analysts in April, Christopher Calio, RTX’s chief operating officer, said the restructuring is meant to better align the company’s businesses with customer priorities, improve performance, and to better use company resources to optimize investments and cost structure.

About Aeron

We are Aeron, a London brand design agency that specialises in business transformation, brand strategy, aviation and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.