<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Lauritz Knudsen: Driving Change Through Internal Brand Transition

Lauritz Knudsen: Driving Change Through Internal Brand Transition

R.V. ShabbirHusain, Ruppal Walia Sharma, Sabih Ahmed Kidwai, Jagdamba Prasad Joshi

Product #:W47354
Supplier:Ivey
Discipline:Marketing, Organizational Behaviour/Leadership
Setting:India, 2024
Details:Case (PDF) • 9 pages • 2026-02-10

Subjects:

Change managementEmployee engagementBranding

Industries:

Fabrication and manufacturing
Your Price:$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

Schneider Electric (SE) acquired Larsen and Toubro (L&T) Limited’s electrical and automation business in 2020, with rights to use the L&T Switchgear brand for five years. As this period closed, SE began transitioning the portfolio to Lauritz Knudsen Electrical and Automation (LK), launching the new brand in May 2024. The change was about more than just legal or marketing; it was a shift in identity in one of SE’s most critical markets. Employees remained deeply connected to the L&T legacy, creating internal challenges of alignment, trust, and commitment. The LK Ambassador Program was introduced to address these issues, but leaders now faced decisions on how to sustain momentum and design the next phase of the transition.

Learning Objectives

This case is suitable for use in undergraduate programs and master of business administration and other graduate-level management programs. It can be taught in courses on brand management, business-to-business marketing, change management, strategic human resources (HR) management, and strategic marketing. The case can be used to introduce participants to the fundamentals of change management, internal branding, and strategic planning. After working through the case and assignment questions, students will be able to do the following:
  • Explain the challenges involved in implementing a major brand transition.
  • Identify and analyze key steps and mechanisms for driving change to align with strategic objectives.
  • Evaluate the role of internal branding during brand transitions and recommend strategies for fostering brand commitment.
Loading
Case Study: Lauritz Knudsen: Driving Change Through Internal Brand Transition (English version) | Ivey Publishing