100 days of the new DHL
Successful beginning for the red/yellow brand / Awareness in Germany increased to over sixty percentBonn, 08/01/2003, 11:30 AM CEST
The new DHL, a Deutsche Post World Net brand, is already well known. Approximately 100 days ago the Group gave the starting signal for combining its global parcel, express and logistics businesses under the umbrella brand DHL. A global advertising campaign was launched. The results of current market research show that more than fifty percent of Germans meanwhile know the three red letters on the yellow background.
'We are proud of the fact that we have increased DHL brand awareness and competency in Germany by over forty to sixtyone percent in record time,' said Manfred Harnischfeger, Head of Corporate Communications. 'The television advertisement with the Gottschalk brothers, the printed adverts, and the new car design have excellently communicated the new DHL brand and its affiliation to Deutsche Post World Net.'
Since April over ninety percent of the 20,000 delivery vehicles in Germany have already been given to the new design. Approximately half of the vehicles in Europe already have the red/yellow look. 'We are therefore clearly ahead of schedule,' said Mr Harnischfeger, 'and will probably even be able to complete the first phase of re-branding in this year.'
Globally the courier and express business of former DHL, the parcel business of Euro Express and the logistics business of Danzas are being combined under the new DHL brand. Just combining the networks in Europe should produce an increase in earnings of at least EUR 130m. In total the Group will increase its earnings by means of the value creation programme, STAR, by forty percent to EUR 3.6bn by the year 2005.