Study Indicates a Growing Presence
At the beginning of last year, markilux introduced its own fresh new logo. It is meant to be a reflection of a modern, successful company. A target group analysis by the Sinus Institute was commissioned at the end of 2020 and showed a marked increase in brand presence since 2016.
A year ago, markilux's Corporate Design was given a facelift. Last year it won the ‘German Brand Award’ for its new logo which is intended to represent the innovative force behind the business.
Brand presence has increased markedly since 2016
Christiane Berning, who is in charge of the Marketing and Business Development Department, knows how important an attractive awning design is: ‘End consumers and specialist dealers would like to feel confident that they are investing in the right product. It's a question of trust. By constantly continuing to develop our solar protection products, both visually and technically and in the same top quality, we are giving them that assurance. And this is intended to help them understand our corporate image better’, she emphasises. In order to check the development of the company's market presence, this medium-sized company commissioned a target group analysis at the renowned ‘Sinus Institute’ in Heidelberg at the end of 2020. The result shows quite clearly that the brand has become more well known since 2016. ‘We were able to score better in other criteria, such as high quality, good service, Made in Germany, timeless design and innovative technology, too, Ms Berning says, confirming that this has corroborated the strategy of the previous years. All the more because the consumer now pays attention to such things more than ever when making a product purchase.
Specialist partners have reacted positively to the new look
The result of the survey, which was focussed on the German market, is also an important indicator for the sales team, if not for the simple reason that product sales in Germany form 75 per cent of the total sales volume. Having said that, Christiane Berning is also firmly convinced that the results of the study can be transferred almost certainly to other West European regions, too. Especially, since in some countries the specialist dealer requires a high-profile company image even more in order to emphasise the exclusivity of the product. ‘Naturally, our German specialist partners, too, were very enamoured of the new image. Many companies we cooperate with adopted our modernised Corporate Design for their advertising campaigns immediately. That really pleased us’, Ms Berning says. This positive feedback to the brand relaunch is a strong impetus to continue establishing markilux as the premium awning brand. To do this, we will sustain our efforts to position ourselves clearly in the market and invest concertedly in the further building of the brand name. In particular as there is also strong competition in the market.
Nowadays ‘Employer Branding’ is equally relevant
At the same time, for ‘Employer Branding’ it is of significance, how one presents oneself to the outside world. So its profile was rejuvenated at the same time. The marketing expert explains: ‘This was just as much for us an important building block, so as to be able to attract qualified employees in the future. You see, nowadays skilled personnel would like to work in a modern environment and that is precisely what we are putting on show.’ It was important for the company to involve the employees in this process, to make it transparent and ensure they identify with it. ‘And that has paid off, as loyalty towards the company is very high and many of our employees are good 'brand promoters'. So all the investments we have made in our corporate image have borne fruit. That makes us very positive as we look to the future and motivates us to continue pursuing this strategy with all our energy’, is Christiane Berning's declared aim.
For further information, please visit: markilux.com
An der Alten Ziegelei 34
Fon: +49 (0) 251-1347740
markilux stands for 'Design Made in Germany', innovative new products and excellent quality in the exterior solar protection sector. Since 1972 folding-arm awnings, conservatory awnings and vertical blinds have been produced at its manufacturing facility in Emsdetten, northern Germany. The high-quality products are distributed by professional partners in Germany and abroad. About 1,000 selected companies assure the high qualitative standards during the assembly of the awnings.
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