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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.

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Essential in the future to expand market share. Growth impulses through market mapping Dr. Hildegard basement core, Member of the Management Board, engrossed in their point of view the issue of market segmentation. Emerged as a result of the economic crisis a great uncertainty among consumers and also a changed, more demanding expectations towards enterprises, as in the area of corporate social responsibility (CSR), to feel. If the change of people and these people make decisions in terms of consumption and brand, it means, that also markets change. And change means the prospect of growth. “So it is time to take advantage of the new opportunities and fresh looking” people, to look at brands and markets, stressed to identify these growth opportunities, cellar core. These potentials arise in the brand portfolio management, brand positioning and innovation areas. But markets tick different and uniform segmentation approaches access therefore too short. It is therefore crucial brand-specific look at the markets and to segment the market according to the important decision criteria.

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