DHL 2014 Annual Report Download - page 90

Quality translates into competitive advantage in the supply chain business
In line with our Group strategy, we also want to be the provider of choice in the Supply
Chain division. We therefore implement practices and methodologies that provide our
customers with the highest level of service and the most added value. We use globally
tested processes to oer our customers comparable solutions and uniformly high service
standards.
In order to measure and monitor the quality of our service, we have dened a num-
ber of key performance indicators  s for the division. ese include safety, produc-
tivity and inventory accuracy. We consistently perform at high levels in all categories,
achieving more than   against relevant  s worldwide. In  eight out of ten
customers surveyed conrmed that  is their provider of choice in the supply chain
business.
Brands
. Brand architecture
Group
Divisions Post - eCommerce - Parcel Express Global Forwarding,
Freight
Supply Chain
Brands
Brand architecture updated
As of the publication of this report, we begin operating under the name Deutsche Post 
Group. is change is intended to better distinguish our brands, Deutsche Post and ,
from our Group name and to elevate the structure of our various divisions and brands.
As part of renaming the Post - eCommerce - Parcel division, we have also adjusted the
brand architecture. e brands referred to in graph . are just some of those belonging
to the Group.
’s brand value rising sharply
According to independent studies, the strength of our brand continued to grow in the
reporting year. e market research institute Millward Brown, for example, which pub-
lishes the BrandZ™ Top  Most Valuable Global Brands each year, valued ’s brand
at . billion (previous year: . billion), moving the company up  places to
rd on the list. e study looks at nancial gures as well as market and consumer
research data. Interbrand, an international brand consultancy, listed  in its Best
Global Brands ranking for the rst time. We were ranked st out of  companies
with a brand value of . billion, making us the highest ranking newcomer in .
In total, we invested around  million (previous year:  million) into building
and expanding our brands internationally in the reporting year.
Objectives and strategies, page  f.
. Marketing expenditures, 
Volume: around  million
14.3 % Other
5.9 % Corporate wear
61.7 % Product devel-
opment and
communication
18.1 % Public & customer
relations
Deutsche Post  Group —  Annual Report
84