Question
Can you tell me about the new Signia brand of premium hearing instruments?
Answer
Alina Urdaneta: Signia is a new hearing aid brand we’re introducing only one year after the formation of Sivantos, Inc. The Signia brand will be built jointly with the Siemens brand over the coming years. We are very excited about this step, as we can leverage the best from both brands through dual branding. On the one hand we will continue to benefit from patients' confidence in the name Siemens, and on the other hand we will be able to connect with a younger and broader audience—especially Baby Boomers—through our new Signia brand that is more contemporary.
Our objective is to build on the strong Siemens heritage and reputation for quality and innovation, while developing over time a new brand with its own strength and independence. For the next several years, Signia will be co-branded with Siemens through a trademark license agreement. This will enable us to continue to market Siemens hearing aid technology with the Signia brand for many years to come.
