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Bosch

Bosch

Company: Robert Bosch GmbH

Brand value: US$9,816 million

Headquarter city: Munich

Industry: Conglomerate

Year formed: 1886

 

Bosch is best known as a global provider of premium white goods, power tools and consumer durables, but its heritage lies in supplying components to the then-young German automotive industry, and the roots of the business are more than 130 years old in a company named Werkstatte fur Feinmechanik un Elektrotechnik. Bosch is now the largest manufacturer of home appliances in Europe, and generated €13.1 billion in revenue in 2016. In its communications, its brand promise is “Bosch. Invented for Life”, and it emphasizes its German heritage and high standards of quality to distinguish itself among other global brands in the sector and justify its premium pricing. While Bosch goods tend to be more expensive than average, it appeals to a fairly broad range of potential buyers and does not focus its marketing on only the most affluent households. In 1967, Bosch established a joint venture with Siemens named Bosch Siemens Hausgeräte (BSH) to focus on consumer household goods, and also has a strong B2B division, supplying power tools to professionals. In 2015, Bosch bought out Siemens’ stake in the venture. Robert Bosch GmbH is privately owned.