DHL 2008 Annual Report Download - page 88

Deutsche Post World Net Annual Report 2008
Brands
What our brands do
Well-established and well-managed brands are amongst the most valuable assets
of any company, domestic or international, especially in the service sector.  ey also
give us a competitive edge in the labour market.  at is why the Group continues to
invest in building and expanding its brands. Following the agreed sale of Postbank,
we are conducting our core businesses under the Deutsche Post and  identities. In
, we focused on increasing our customers’ awareness of these brands and their
respective performance pledges. We also decided to stop using the Exel brand.
Brand profi les more sharply defi ned
In recent years, we have enhanced our brands’ visual appeal, reworked and rea-
ligned the corporate design and provided service employees with identifying corporate
clothing. Creating independent images has been a priority.
Brand manuals describe how Deutsche Post and  are positioned and de ne
the tone required for e ective branding. We have developed in-house measures designed
to help all employees become active ambassadors for their brand, employing a variety
of internal media to raise their awareness and motivation. Furthermore, a multi lingual
internet platform was created for  employees, which uses a modern, inter active
approach to encourage enthusiasm for the brand. Any time our customers come into
contact with us and our services, they should experience a consistent and positive
brand image.
Well-established and valuable
Our businesses face tough competition both domestically and internationally.
Clear positioning facilitates purchasing and investment decisions for potential and
existing customers.
Guided by market research, we invested some   million in the year under
review (previous year:   million) in further building our brands. In line with its
global presence, around half of that was spent on the  brand, for which we launched
an international campaign with television commercials and advertisements in busi-
ness-related media. Additional communication channels included sponsoring, direct
marketing, trade fair presentations, press relations and sales support.
Customer retention, customer loyalty and brand recognition are amongst the
benchmarks for our success. Market studies con rm that Deutsche Post has for years
enjoyed awareness of around   amongst private and business target groups in
Germany. Awareness of  continues to rise and currently stands at about  
amongst international express delivery and logistics target groups.
Brands are a vital factor in creating value. In , the market research institute
Semion Brand-Broker valued the Deutsche Post brand at  , million, recon rming
our outstanding position amongst the top five best-known German companies.
Factors analysed included  nancial value, brand protection, brand image and brand
strength.
Brands and business units
Deutsche Post
• Mail Communication
• Dialogue Marketing
• Press Services
• Retail Outlets
• Pension Service
DHL
• EXPRESS
• GLOBAL FORWARDING/FREIGHT
• SUPPLY CHAIN/CIS
• Global Mail
• Parcel Germany
84