Markenstrategie Arbonia – Konzeption und Umsetzung der Transformation
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Details
derks bmc is developing and designing the Arbonia brand strategy to realign the brand – from a house of brands to one brand for all. Derks bmc is also leading the multidimensional transformation process, the repositioning according to the newly defined brand foundation, and the first appearance of the Arbonia brand at an innovative industry congress event.
The Jury‘s Statement
With its focus shifting to the door business, Arbonia faced the task of developing a shared brand profile from an evolved diversity of brands. derks brand management consultants defined a precise premium positioning and translated it into a brand architecture that takes international B2B requirements into account as well as differing market realities. The transformation approach is particularly robust: migration, design system and launch format are aligned in such a way that the move to a shared brand can be anchored reliably in the market and within the organisation.
