Coming from a product design and product branding background I randomly selected ASKANIA as a example project to show what can be possible when starting a decisive, contemporary, holistic approach in rebranding the products and company strategy.
The company's name was aquired 10 years ago from SIEMENS and the current owner's intention was to establish the 1st Berliner watch manufacture - a concept which as you see currently doesn't work yet. Most components are gathered via China and are assembled here in Berlin, which is totally usual business, but as you see most watch components are not well selected in context of a product design expertise.
Even the hole branding approach is rather misleading.
before WW2 ASKANIA was a company with 15.000 employees producing high-precision components and measure instruments that were wildly known for their accuracy and were implemented even in most HEINKEL airplanes. Given this and considering the founding story of Carl Bamberg coming protege of famous lens manufacturer Carl Zeiss founding ASKANIA in the year of the Germany's emperor's crowning 1871 (that's why the crown in the old, and current logo) their is a huge heritage that has to be communicated in brand related issues.
So hands on ASKANIA!