Kathrein Honoured with Two German Brand Awards
Kathrein was honoured in two of the three award categories: “Excellence in Brand Strategy, Management and Creation” and “Industry Excellence in Branding”. The jury recognised the company’s successful marketing and brand transformation over the past few years. Kathrein presents itself today as an innovation and technology leader in the connected world. This is also expressed by the new brand slogan “Passion to connect.”.
In a multi-phase process, the marketing department elaborated and carved out the uniqueness of the Kathrein brand and, after numerous interviews and workshops, summarised the results in a brand book. It describes, among other things, the mission, the brand essence, the brand personality, the brand benefits, and the company’s appearance. All marketing channels and instruments were gradually adapted to the new guidelines, e.g. digital, print and live communication as well as internal communication.
Product quality and technology competence as brand essence
“The Kathrein brand has a long tradition. Since its foundation nearly 100 years ago, the company has again and again seized the chances of new technologies and developments. We have, however, during all this time, remained faithful to the essence of our brand,” says Anton Kathrein, CEO of the Kathrein Group. “Our latest customer satisfaction survey confirms this brand essence: “First-class product quality combined with unique technology competence.”
“We are very happy to have been honoured with two German Brand Awards and proud of the recognition received by an independent jury of branding experts from various disciplines,” says Frank Weber, Group Vice President Marketing of the Kathrein Group. “I would like to thank all members of the marketing team, the Executive Board and the many other colleagues who have contributed to this success.”
“More and more companies are becoming aware of the relevance of a consistent brand management and are prepared to understand a brand as a strategic instrument for business development. This is a process which may involve radical changes. Once you understand this, you are well prepared for the challenges of the future,” says Andrej Kupetz, General Manager of the German Design Council and Chairman of the Jury.
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