These SSAB Special steels do’s and don’ts provide a quick way to review your knowledge of SSAB SSAB Special steels brand protection guidelines. It’s important to understand, respect and enforce these rules so that we can preserve and protect the value of Hardox®, Strenx®, Toolox® and other SSAB brands. We hope you find these 'do’s and don’ts' informative (and fun). But behind them is a serious message about protecting the value of our brands now and in the future.
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1. Customers who use genuine SSAB products can always cite the product name in their content.
Make sure they know about all the marketing materials available to them.
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2. In general, customers may never place our brand names and logotypes on their products and applications.
The use of our brand names and logotypes is highly restricted. This is necessary in order to protect our brands and the value they represent. On the other hand, we can provide a variety of marketing materials for exhibitions, events, customer meetings, etc.
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3. Customers who have signed the trademark agreement can use the appropriate product logos in their marketing campaigns but can’t place our logos on equipment.
Qualified customers should only use product logo artwork provided by SSAB in their promotional materials according to brand guidelines.
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4. Only brand program members are authorized to use the ‘Hardox® In My Body’ and ‘My Inner Strenx®’ signs of quality.
Qualified members may use the Hardox® In My Body/ My Inner Strenx® sign on those products that have been approved for the program.
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5. Only members of official SSAB branding programs can place our brand program stickers on approved products.
Make sure that members use the guidelines correctly and place the sign on the right product.
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6. Our customer may only use brand materials provided directly from SSAB and must respect all conditions of use.
SSAB has a duty and responsibility to protect its assets, brands included. If we let customers make their own stickers with our brands on them, we greatly risk losing control, our brand identity and, in the long term, ownership of the trademarks.
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7. Having a signed trademark agreement is the only way your customers are authorized to use our brand logos in their marketing materials.
For customer that manufacture their own products (not a trader, distributor, steel service center or cutting center), a trademark agreement allows them to use our product brand logotypes (Hardox®/Strenx®/Toolox®) in marketing tools, such as websites, catalogues, brochures and trade shows, but not on the product itself. Stickers with our logotypes are not allowed.
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8. Customers must develop their own brand identity that is distinct from SSAB's product brands.
Protecting our brands means ensuring people always understand when it is SSAB that is delivering a message. This helps people to identify possible fake messages. Our graphical elements and communication style help people to recognise when SSAB delivers a message. For that reason, it is strictly reserved for SSAB.
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9. Customers can take advantage of our product brand strategy.
All of our marketing efforts are 100% focused on our product brands, for example Hardox®, Strenx® and Toolox®. The use of these brand names is highly regulated. Get in contact with your Regional Marketing Manager to find out more. The SSAB corporate brand cannot be used by customers, since it is reserved for use by SSAB.
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10. We have only one brand strategy and it applies everywhere in the world.
SSAB is a global company with popular brands all over the world. Today, most of our customers export to many other countries and promote products online, which makes them accessible from any place on the globe. That’s why we have one global brand strategy.
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11. It is essential to resist pressure from customers to break our brand protection rules.
Brand program stickers are only for products that are approved in the Hardox® In My Body or My Inner Strenx® programs.
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12. Continued growth and success for SSAB, our customers and partners depend on protecting the value of our brands.
SSAB has a department of experts that focus on Intellectual Property every day. That includes acting forcefully against counterfeiter and imitators.
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13. Strict quality standards create trust in our brand programs.
We set high standards for allowing customers to place our trademarks on their products. It is in everyone’s interest that our brands and signs of quality only be applied when customers meet our rigorous quality criteria.
