PISCATAWAY, NEW JERSEY — One year after the transfer of Siemens hearing aids to the Sivantos group, it was announced late last week that the group would be introducing a new brand to the marketplace. During their recent Aspire customer loyalty meeting, which brought more than 300 hearing care providers to Nashville for a three day conference, the Sivantos Group unveiled their new Signia brand.
According to CEO Scott Davis, Signia hearing aids will be co-branded with Siemens for the next several years. With an anticipated date of March 1, 2016, their new hearing aids will have both brand names: Signia on one side of the hearing aid and Siemens on the other.
The new Signia name will be appear on products, packaging as well as marketing and advertising.
A Dual Brand Strategy
During his presentation at the Aspire meeting, Davis said Sivantos plans to grow the market for hearing instruments by addressing a younger audience, comprised of many Baby-boomers. This dual brand strategy includes the upcoming launch of a new product line, called Primax.
“With Signia we want to create a brand that is more human and personal, while building on the Siemens values of technological innovation and quality. For the years to come, this dual branding will allow us to leverage the best of both brands, appealing to a broader demographic, which will be the basis of our future growth.” –-Alina M Urdaneta, Vice President, Marketing & Learning for Sivantos
For more information on Signia, visit the company’s website here.
Disclosure: Brian Taylor was a compensated speaker at the Sivantos Aspire meeting.
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