ASSA ABLOY brands and identity ASSA ABLOY has considerable value in its well-known brands, several of which have been acquired through the Group’s many acquisitions. ASSA ABLOY is the global master brand. It is often combined with individual brands well established in local knowledge, regulations and security standards. The Group thus increases the visibility of the ASSA ABLOY master brand, which unites the Group’s sales departments and represents innovation, leading technology and total door opening solutions. Approximately 70 percent of Group sales are under the ASSA ABLOY master brand or a combination of ASSA ABLOY and local brands.