| Horn Tecalemit GmbH
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Germany Industry/Sector: Industrial, Manufacturing Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Founded in 1910, HORN TECALEMIT is a manufacturer of workshop equipment and pumps with a tradition. Numerous competitors exist in the relevant markets, which are generally saturated. The situation enforced a rebranding in only five months time. Challenge In 2000, HORN acquired the brand TECALEMIT, but didn’t manage to make the merger clearly visible. Erosion of the brand image: due to the product variety, it was not clear what the single brand stands for. Lack of differentiation: distinguishing features are not actively communicated. Price pressure: differentiation is based primarily on price. Strategy The strategy was to integrate the two brands HORN and TECALEMIT, to narrow the focus of the brand and thus to sharpen the brand profile. The brand must be perceived to be clear and fresh without neglecting its tradition to support the goals of HORN TECALEMIT: • Revenue: the measures -short and long term- shall lead to an increase in turnover and profitability. • Internationalization: provide the foundation for entry into new markets and increase internationalization. • Efficiency: The measures shall help to shape the internal and external processes. • Awareness: Awareness is the basis for branding. The reputation of the brand must increase within the relevant audience. Result Due to the determination of the client, the new corporate design was implemented into all contact points of the brand such as stationery, internet, architecture, product design and trade show in five months time. The involvement of the staff resulted in a "pull effect" in the internal acceptance of the new brand appearance. Credits: Client: Horn Tecalemit - www.tecalemit.de CEO: Torsten Kutschinski Brand Strategists/Designers: PLEX - www.plexgroup.com Consulting: Bernd Kolb Design: David Senger Architecture: Alex Jung Product Design: Ronny Lorenz Project Management: Susanne Zahlaus Managing Director: Dietmar Muehr [back] |
