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News/Jul 10, 2006
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July 10, 2006
New Start
Iconstorm develops trademark Aviconet – IT experience with method
Iconstorm, the Frankfurt agency for Markentechnik, accompanies IT system vendor on its way to a new trademark and develops the brand Aviconet.
What can be done when a company name loses its meaning through structure changes? Just risk a new start!
Siemens, Porsche, Ford. Successful names as brands are often based on the founder´s name. Various medium-sized companies have the practice of using this possibility for naming their company and promoting with their good name or reputation. Therefore it is very common for German middle-sized businesses to use proper names, brothers or partners in the company. But often using the family name turns out to a disadvantage, at the latest when changes occur within the company such asmerger & acquisition, generation take-over or transfer). It loses its authencity.
The renaming chance also means a potential risk of destroying the brand value. Therefore the change process has to be conducted very carefully. Important influence factors of the brand need to be managed accurately.
Iconstorm shows that this can be done successfully with the start of the new brand Aviconet. For this middle-sized company, not only was there a change of the company´s structure but also a drastic change of the business model. Iconstorm was the partner that coached the transition from the original name of "Hoffman & Kilb" to the new brand "Aviconet". The main goal was the configuration of the real process changes in addition to a new name finding and the implementation of a new corporate design. Fact is that clients as well as staff and partners welcome the change and the company Aviconet comes out strengthened from this process.
Iconstorm’s own developed tool, the“BrandSetUp-Programme”, that facilitates the branding process for small and medium-sized businesses was applied to Aviconet. The compact programme combines knowledge transfer such as positioning and name finding through workshops with the development of corporate design.
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