Can an own brand fund have personality?
Germany’s public banks, known as the Savings Banks Finance Group, or Sparkassen-Finanzgruppe, needed to develop an “own brand” investment fund to exploit opportunities in this fast-growing market.
They created “Deka Investmentfonds”, to give a distinct identity in a crowded market.
We helped develop its branding and marketing strategy, identifying the different market segments where it could position itself, and monitoring the communications performance.
Just two years after launch Deka scored the highest of all German investment funds in the emotional brand value, brand awareness, and brand preference categories. This strength helped it grow and weather the coming financial storms.prev next