Building one Eaton brand

Johannesburg, 03 Aug 2010
Read time 3min 40sec

Eaton's Power Quality business has revised its brand strategy in order to provide an all-inclusive power quality product portfolio under one brand - Eaton. From now on, Powerware and MGE Office Protection Systems branded products will fall under the Eaton brand.

Much has changed within Eaton's Power Quality business over the last year, including the integration of the MGE Office Protection Systems brand.

Last summer, Eaton Corporation launched a global effort throughout its different businesses to strengthen knowledge of Eaton as a worldwide technology leader. To support this global initiative and further Eaton's commitment to providing its customers and partners with the best power quality solutions, the company established a brand transition strategy for its Power Quality business.

"The main objective of the brand transition strategy is to build a single Eaton brand that is stronger than the sum of its parts at meeting the needs of Eaton's customers and partners," summarises Evershree Mathadeen, National Sales Manager, Eaton Electrical Group.

"With the recent acquisitions of MGE Office Protection Systems and Phoenixtec, we have become the clear number two provider of power protection, distribution and management solutions worldwide - number one in many countries. Despite this, we are not fully recognised as Eaton in all of our markets. Some of our partners and customers still refer to us under the Powerware or MGE Office Protection Systems brands. Now is the time to build awareness around one single brand - Eaton," Mathadeen emphasises.

Local presence, global resources

The single-brand strategy embodies Eaton's brand promise: to make what is important work in ways that deliver value for everyone - customers, employees and shareholders.

"By focusing on understanding the 'big picture' challenges of our customers and other stakeholders, we can deliver innovative solutions that help them achieve their true objectives," Mathadeen outlines. "As we combine our acquisitions under a single Eaton brand, we can offer our partners and customers an extensive range of power quality solutions and services that provide the best possible answers to their specific needs."

During the last few years, Eaton has strengthened its local presence around the world considerably. The strong position is due in part to the integration of the acquired companies' local sales forces as well as massive partner network expansion. "Combining local presence with the resources of a global brand allows us to provide partners and end-customers with all the local support they require," she points out.

One brand, two product series

The new brand strategy is aimed at creating one consistent product portfolio under the main Eaton brand that is further divided into product series.

"The former Powerware and MGE Office Protection Systems brands are currently transitioning to become the Powerware and Pulsar series under the Eaton brand. This change allows us to link legacy brands to the Eaton brand, thereby establishing a stronger Eaton identity," Mathadeen describes.

Synergy brings added value

According to Mathadeen, the new brand strategy provides Power Quality partners and customers with a whole host of benefits.

"As we move to Eaton, our stakeholders will gain more benefits with the Pulsar and Powerware series than with the same offer in the past. By incorporating the expertise in advanced technology and know-how of some of the market's most respected players, we are able to deliver a comprehensive product selection. In the future, we will integrate our different industry-leading technologies into all of our new products to provide customers with the most efficient solutions and services available."

This single-brand strategy helps communicate a consistent brand image among employees as well.

"Internally, we benefit from simplified brand management and reduced operational complexity, as well as increased leverage of all marketing activities to build one name, improve visibility and increase competitiveness. We are all now Eaton, sharing the same values and benefiting from the diversity of our team's history. I am confident our customers will see the benefits of these improvements as well," says Mathadeen.


Eaton Corporation is a diversified power management company with 2009 sales of $11.9 billion. Eaton is a global technology leader in electrical components and systems for power quality, distribution and control; hydraulics components, systems and services for industrial and mobile equipment; aerospace fuel, hydraulics and pneumatic systems for commercial and military use; and truck and automotive drivetrain and powertrain systems for performance, fuel economy and safety. Eaton has approximately 70,000 employees and sells products to customers in more than 150 countries. For more information, visit

Eaton's Electrical Sector is a global leader in power distribution, power quality, control and automation, and monitoring products. When combined with Eaton's full-scale engineering services, these products provide customer-driven PowerChain Management(R) solutions to serve the power system needs of the data center, industrial, institutional, public sector, utility, commercial, residential, IT, mission critical, alternative energy and OEM markets worldwide. PowerChain Management solutions help enterprises achieve sustainable and competitive advantages through proactive management of the power system as a strategic, integrated asset throughout its life cycle, resulting in enhanced safety, greater reliability and energy efficiency. For more information, visit

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