Extensive Automotive Experience: Brand Strategy, Brand Development, B2B and B2C
Technical Communication and Brand Management
This is where it gets tricky. We don’t know where to start (or where we’re allowed to start). The brand agency covers a wide range of communication areas for Forvia-Hella.
From brand development for new product lines to catalogs (back then) to global brand and secondary brand strategies and complex online and offline campaigns—it’s all there.
Brand and Trademark Development
When we say brand development, we don’t mean using a syllable generator (although that can sometimes be useful).
A product brand must fit the corporate brand.
No, we develop brands according to agreed objectives and defined framework conditions. For example, we take brand architecture into account—a strong umbrella brand cannot tolerate strong product brands.
(There are reasons why people don’t say “I drive a Volkswagen.” They say “I drive a Golf.” With BMW, they are more likely to say “I drive a BMW” than “I have a 3 Series.” With Tesla, they always say “I drive a Tesla.” This is because Tesla is a stronger brand than Volkswagen. (Provided that brand awareness exists, brand strength is independent of the number of products sold under that brand. Rolls-Royce is a strong brand.)
Under an umbrella brand, a descriptive or associative brand is more likely to be chosen, provided that it is registrable and has not yet been registered.
Legally compliant Brand and Mark Proposals
In addition to fitting into the brand architecture, this is the second criterion for brand development: the brand must be legally secure. Nothing is more costly than withdrawing a brand name for a globally distributed product series. Here, too, the devil is in the details of international trademark law. Anglo-Saxon law differs significantly from Eurasian law.
It is also not helpful to defer to the legal department in this matter. If their assessment is negative, valuable weeks will have been lost, and it may take weeks before the next brand candidates can be presented. In an era of disruptive competitors, we support our clients with the fastest possible service.
That is why all brand proposals are checked for international legal compliance before we present them.
Brand Strategy
We develop strategies for different markets. Their quality structures differ gradually—what is premium in Africa is average in European technology markets.
How should this be handled? Should a premium brand represent medium quality in markets with lower quality standards (from a global perspective)? Is a sub-brand the right solution? We will present possible solutions, but not here.
BtoC: Specific Target Groups
We target specific groups for certain product groups. With our own catalogs and micro-websites, we can secure and expand sales without wastage.
BtoB: Special OE
As in the B2C sector, we also address target groups in a targeted and specific manner in the B2B sector. Here, for example, the manufacturers of small series who can upgrade their vehicles with Hella premium products.
B2B in Social Media Channels
Innovative forms of advertising are just as suitable in the business-to-business sector as they are in the B2C sector.