Daikin, a global leader in air conditioning, faced a strategic decision: should new, innovative products be included under the Daikin label, or should the Daikin name remain exclusive to air conditioning solutions? This question became even more pressing as their sub-brand Altherma, focused on heating solutions, grew in prominence, reaching the level of a corporate brand in Europe.

We conducted a comprehensive brand strategy audit, which led to a significant shift in Daikin’s brand mission—from a focus on ‘air conditioning’ to a broader commitment to ‘climate management.’ This strategic evolution allowed Daikin to unify and expand its offerings under a single mission, incorporating heating and other air management solutions as part of an integrated brand architecture.

• Brand strategy and consultation
• Stakeholder management
• Brand architecture development
• Strategic brand repositioning and mission expansion

Daikin operates across two major business cultures, with headquarters in Japan and Belgium. The brand’s dual cultural influences created a strategic tension: the Japanese approach focused on protecting brand unity and heritage, while the European outlook sought new growth opportunities through development-driven strategies. This cross-cultural dynamic was at the core of Daikin’s strategic dilemma.

The challenge intensified as Daikin’s Altherma sub-brand, specializing in heating, began to grow into an independent identity within Europe, creating confusion about the hierarchy of the Daikin brand. To address this, we initiated a strategic audit, analysing the brand’s historical growth, its international footprint, and internal positioning. We gathered key stakeholders to align perspectives, leading to a shared understanding of the brand’s future direction.

Our audit concluded that the Daikin brand was well-positioned to broaden its focus. Rather than maintaining a narrow association with air conditioning, we recommended expanding Daikin’s mission to ‘climate management.’ This new direction not only embraced air conditioning but also included heating and other innovations aimed at improving air quality and indoor environments.

By broadening its mission, Daikin was able to reposition Altherma and future sub-brands under a cohesive group mission. This unified approach created a clear brand architecture, effectively turning Daikin into a comprehensive provider of climate management solutions, well-equipped to lead in a market increasingly influenced by environmental challenges.