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Wilckens case study
BRAND OVERVIEW
Wilckens is a traditional German brand renowned for high-quality paints, coatings, and marine surface solutions. With a legacy spanning over 175 years, the company has established itself as a leader in protective coatings, catering to the maritime industry, industrial applications, and DIY enthusiasts. Their product range is engineered for durability and performance, ensuring long-lasting protection against environmental stressors while maintaining aesthetic appeal.
By focusing on innovation and sustainable manufacturing practices, Wilckens provides specialized solutions such as anti-fouling paints, primers, and topcoats that meet rigorous international standards. The brand’s commitment to quality makes it a preferred choice for professional shipbuilders and homeowners alike, offering reliable protection for everything from large vessels to domestic renovation projects.
ehp consulting group services
- Brand name change
Challenges
- The product listings were incorrectly assigned to the brand name "Dynamics24," creating a disconnect between the physical product branding and the Amazon digital storefront.
- System restrictions prevented the client from manually updating the brand attribute via the standard "Edit" function in Seller Central.
- The brand name discrepancy caused significant friction in Brand Registry alignment, potentially leading to search suppression or customer confusion.
our goals
- Successfully transitioned the brand name from "Dynamics24" to "Wilckens" across all affected ASINs.
- Align the backend metadata with the brand's physical trademark and packaging.
- Ensure the listings are fully searchable and correctly indexed under the Wilckens brand story
our solution
- Successfully transitioned the brand name from "Dynamics24" to "Wilckens" across all affected ASINs.
- Align the backend metadata with the brand's physical trademark and packaging.
- Ensure the listings are fully searchable and correctly indexed under the Wilckens brand story
the impact
- Successfully updated the brand name attribute to "Wilckens" across the catalog.
- Verified that the live front-end listing now displays "Wilckens" as the brand, linking correctly to the authorized brand store.
- Restored listing integrity, allowing the client to utilize Brand Registry features such as A+ Content and Sponsored Brands under the correct name.
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