DHL 2011 Annual Report Download - page 102

In , consulting company Semion Brand-Broker calculated Deutsche Post’s brand
value to be , million.  e   increase in value ranks us number six amongst the
most valuable German brands for the second time in a row. Factors analysed included
 nancial value, brand protection, brand image and brand strength.
In the Global  rankings of Brand Finance plc, London, a  market research
company, the  brand climbed  places from number  in  to number  in
. Brand Finance calculates current brand value by benchmarking the strength, risk
and future potential of a brand relative to the competition.  e study put the brand
value of  at . billion in , up from . billion in the previous year.
Employees shape the image of the Deutsche Post brand
 e way in which our employees perform their daily tasks and conduct themselves
towards customers has a lasting impact on the brand image of Deutsche Post. In the
year under review, we continued to support our employees in acting as active ambas-
sadors of our brand. For example, we promote their identi cation with the brand via
an internal motivational platform known as the Deutsche Post Fan Club. We provide
employees with sports clothing, support their participation in recreational sports and
group excursions to events that we sponsor.  is includes the popular Deutsche Touren-
wagen Masters ( – German Touring Car Masters) race series. Our sponsoring and
logistics partnership with  will continue and be used extensively in our internal and
external brand communications.
At the end of , we launched what is known as the “Extranet” to provide informa-
tion to our many employees without internet access at work.  e Extranet allows them
to access company feature content from their personal computers.
-Postbrief product successfully promoted
We use our position as an o cial partner of Deutscher Fußball-Bund ( – the
German football federation) to promote the Deutsche Post brand. Along with ongo-
ing participation in the  Cup, in  we were a premium partner for the women’s
national team and a national sponsor for the  Women’s World Cup, successfully
promoting the -Postbrief in an integrated campaign. According to an external study,
Deutsche Post had the highest level of awareness of all German world cup sponsors. An
internal market study indicated that the brand had reached its highest popularity level
since we began recording data in .
We also used our new partnership with the Deutsche Post Marathon Bonn  as
a communication platform for the -Postbrief. Our sponsorship of this major sport-
ing event shows our support of the city in which our Group is headquartered. Several
hundred of our employees took part in the marathon.
Sharper focus on  brand
During the reporting year, we aligned the  brand strategy more closely with our
business strategy and targeted our international campaigns towards greater emphasis
on  as the umbrella brand.
Deutsche Post DHL Annual Report 
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