NORMA Group Sweden

NORMA Group is an international market leader in engineered and standardized joining and fluid-handling technology. With around 8,800 employees, NORMA Group supplies customers in over 100 countries with more than 40,000 product solutions. NORMA Group supports its customers and business partners in responding to global challenges such as climate change and the increasing scarcity of resources.

To be able to reach their customers on a global scale it has been important to have a secure and well-thought-out strategy for their domain names and trademarks. Together with AWA, NORMA Sweden now has consolidated all their IP management to one provider, AWA | Dotkeeper.

We got the opportunity to speak to Rita Örneus, Marketing Service Coordinator Group Marketing at NORMA Group, to see what she thinks about the collaboration.

What is your role at the company?

My role at NORMA Group is to administer our digital systems and intangible assets, such as Brand Protection, DAM, domains, and trademarks. I coordinate and ensure that the Group’s internal governing documents, such as guidelines, policies, templates, etc., follow the established Corporate Design manual.

What does the future hold?

The future work with domains will probably be characterized by difficulties in limiting our holdings in a swelling market. New domains are popping up all the time and it is important to know which domains you must have, need to have and which ones you can ignore. At the same time as you want to protect your company against intrusion, piracy, and fake websites, there is a significant risk that the domain portfolio becomes too large which means unnecessarily high costs.

Challenges:

What problems or challenges did you face that made you choose our services?

We had a very large number of domains that we needed a clear and easily accessible control over. We also wanted to reduce the handling cost as much as possible. The services of the partner at the time were not only expensive but also cumbersome to handle.

– What challenges did you have related to the digital part of your brand?

It is difficult to find good and logical paths to our websites without buying too many domains. At the same time, we want to ensure that unscrupulous companies do not register similar domain names which are linked to other websites.

– What challenges did you have related to the legal part of your brand?

Monitor and protect our brands from intrusion and piracy.

Why is it important to work strategically and consolidate your IP portfolio with one provider?

It is much more efficient and time-saving to use a partner who over time gets a good knowledge of us, our company history, our policy, and our products

What was the main purpose of using a partner who manages your trademark and your domains?

Streamlining and cohesion. We wanted a partner who, through straightforward communication and agility, could quickly take the necessary steps and support us in the digital jungle.

 Solution:

Can you describe how AWA | Dotkeeper has helped solve your challenges?

Dotkeeper openly described how they work and what we could expect from them. They listened to us and our wishes and helped us through the whole transfer process.

What or which services have been most helpful during the course of the collaboration?

Dotkeepers Fulfilment team has done an incomparably good job with the transfer process! They have toiled and struggled to move our domains, without bothering us more than necessary. The transfer work was estimated to take 4 months but was not completed until after 9 months due to the other party’s unwillingness to cooperate.

 The result:

How have you experienced the process from the start until today?

Stunning good. We have not had to make much effort, the process has been very smooth for us. After the transfer is completed, we are very satisfied, and the routine work goes quickly and smoothly.

What value do you see in working with AWA I Dotkeeper for your trademark and domain names?

AWA has known us and our brands for a long time, which is a security and Dotkeeper has therefore quickly got to know us. Dotkeeper can also rely on AWA and their experience and knowledge of our brands. It enables us to have a more equivalent starting point and get a shorter takeoff.

How did you work with your trademark & Domain names before and what is the effect of consolidating everything at the same partner?

Our trademarks have been with AWA for a long time, unlike our domains which have been managed by several different companies. This has largely been due to the fact that domains have been a new phenomenon and we have had to change companies due to external circumstances such as company mergers. We initiated the move to Dotkeeper ourselves when we discovered the opportunity to gather our brands and domains under one roof.

Finally, what is the result of our cooperation for you?

We have a quick and easy way to overview our IP holdings. We have also been enriched with a sense of security in having a partner who is knowledgeable and delivers quick answers and advice when the need arises. Dotkeepers are active, ambitious and up to date on what is going on, but at the same time responsive to our questions and concerns.

The Story behind NORMA Group as a company:

NORMA Group’s products help reduce emissions harmful to the climate and use water more efficiently. Its innovative joining solutions are used in water supply, irrigation and drainage systems, vehicles with conventional and alternative drive systems, ships and aircraft, as well as buildings. NORMA Group generated sales of around EUR 952 million in 2020. The company has a global network of 27 production sites and numerous sales offices in Europe, North, Central, and South America, and the Asia-Pacific region. Its headquarters are located in Maintal near Frankfurt/Main. NORMA Group SE is listed on the Frankfurt Stock Exchange in the regulated market (Prime Standard) and is a member of the SDAX.