Deutsche Telekom Rebrands

Deutsche Telekom: new brand architecture for the group

May 16, 2007

2 Min Read

BONN, Germany -- “Appealing to the customer as 'One company. One service' with clear brand structure” – brand migration starts with teaser campaign on May 19, 2007 – T-Home campaign "Grenzenlos Zuhause" (limitless home) with variety of multimedia services from June – T-Home for "home-based" products and T-Mobile for on the move – Deutsche Telekom remains corporate brand – CI/CD migration underway – Successful international T-Mobile brand to be further expanded as global brand

Deutsche Telekom is simplifying its brand identity. The aim is to be the leading provider in Germany with the new "one company" identity. The clear brand structure is intended to lead to a clear improvement in the domestic competitive position. The main idea behind this simplification: In Germany, the company offers its customers in the consumer market services pre¬dominantly under the two brands T-Home and T-Mobile. T-Home will offer services for the home and T-Mobile for on the move. The T-Home teaser campaign will start on May 19, 2007; the campaign will be continued with a range of product offers under the motto "Grenzenlos Zuhause" (limitless home) from June. The existing T-Com brand will be absorbed into the T-Home brand. This will lead to a clear differentiation between the brands T-Home, T-Mobile and T-Systems for business customers under the T Deutsche Telekom umbrella. Deutsche Telekom will remain the corporate brand in terms of the CI/CD (Corporate Identity / Corporate Design), there will be a visual differentiation between T-Home and T-Mobile, as well as T-Systems for the business customer segment to reflect customer needs. The CI/CD will be migrated step by step in the second half of the year.

"The brand identity is focused on the customer: As a result, customers will be able to find their way around our services much better. One company. One service. That's why we have streamlined our marketing and sales, reduced the number of brands and established a new brand architecture. The overriding goal with the new brand identity is to appeal to the customer. Nobody has better resources to achieve that than Deutsche Telekom. We are pooling all our strengths internally to perform even better in our intensely competitive market. We took a close look at our communication activities to date and decided to simplify the way we approach the market and our brand architecture," explained René Obermann, Chairman of Deutsche Telekom, in Bonn.

Deutsche Telekom AG (NYSE: DT)

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