Brand Management June 5, 2019 June 15, 2019 Laurie

18 Icon added value Congress 2010 catching the wave inspirations to the management and development of brands on 26 November in Nuremberg – the bandwidth of the lectures was diverse: with Commerzbank was an exciting Markenstories of financial services in recent years on the stage, about the challenges facing of the tourism industry after the crisis and amidst the social upheaval, Thomas Cook gave insight. To Haq as a best practice for successful brand extension in the hotly contested market of delicatessen. And a look at the branding of 2020 and how the new media affect the mechanisms of brand management gave Christoph Prox. Only downside for some 370 participants in Nuremberg Dr. Frank Schirrmacher lecture fell the Eurowings strike the victim. Saha was stuck in Berlin. A name.

A sign. A bank. The new brand Commerzbank late 2008 merge the traditional brands of Dresdner Bank and Commerzbank. The new Commerzbank is to combine the best properties of both brands. The conditions were difficult, noted Uwe Hellmann, Director brand management: the crisis on the financial markets is at its peak. Security and trust instead of high-yield are becoming increasingly important for bank customers. In addition, Commerzbank among consumers has a little high-profile image.

“The new Commerzbank prepared their positioning in cooperation with icon added value: the Bank for Germany”. Partnership and performance represent the Central dimensions of the brand. The new slogan together achieve more”brings this brand promise to the point. Also the Visual branding is revised: the new logo combines the best band of the Dresdner Bank with the yellow colour of the Commerzbank. At the same time, the team campaign conveyed the new Commerzbank and its positioning starts. The success is not long in coming: shortly after the start of the campaign, the Commerzbank increases their awareness and gaining sympathy and confidence among consumers. From Dresdner Bank and Commerzbank has a strong team, so Hellmann.