VIM Group created an overview of all of Hoffmann Group brands’ contact points and an analysis of the cost for maintaining and updating these touch points.
Brand Management
Hoffmann's challenge
The Hoffmann Group, headquartered in Munich, is a group of companies active in the sale and manufacture of professional quality tools and factory equipment, also offering the associated consulting and services. In 2018, the group employed around 3,000 people and had around 135,000 customers in over 50 countries.
The traditional family-owned company is paving the way for a successful future by putting the brand promise and brand experience to the test. VIM Group was commissioned to assess the financial and organisational consequences of a brand adaptation and create a robust business case.
A further requirement was to consider several rebrand scenarios, each with varying degrees of change, and to calculate these scenarios individually.
Our solution
As part of a brand audit, all Hoffmann Group brands’ internal and external touch points were identified and documented. The requirements of the touch points were then analysed and calculated in relation to the various rebrand scenarios (Impact Analysis).
In addition to the financial impact, the organisational impact on the company was also taken into account.
Stefan Hannusch, Senior VP Marketing at Hoffmann Group
The results
With our approach, we were able to quickly provide Hoffmann Group with a reliable basis upon which to create a business case for their potential rebrand.
Additionally, in the course of our analysis we identified considerable savings potential for the future maintenance and update of the brand touch points.
50
locations worldwide
> 4,000
employees
> 1.3 $
billion turnover
