Keynote – Lars Bolle, Vice President Group Brand Management, DER Touristik, part of REWE Group
Following the intro on the subject, Lars has demonstrated how DER Touristik, a $7bn USD tourism brand, is using brand licensing, internally and externally. Lars has sketched to the audience how he’s been able to increase and raise the interest for the brand management by liaising with his colleagues from the tax division within the company. Together, they’ve mapped the role and relevance (and IP) for each brand in each geographical territory – thus mapping out the brand footprint of DER Touristik across Europe.
The mapping by geography is relevant, as ultimately the internal charge for the use of the corporate brand needs to be agreed with each and every tax authority in the respective countries. For most countries, this will mean a royalty charge for the use of the brand in the local P&L, whereas for the holding company, it means an income stream every year. The beauty of this extensive process is that the value and relevance of the corporate brand have become clearer than ever, and as a result, this important value driver for the company has the full attention of its board. Next to the internal use of the corporate brand relevance, it’s also shown more opportunities and value to use the corporate brand externally going forward.
Please view the video of the session and Q&A below. As always, we are keen to hear your feedback or comments on the topics we discussed here. If you would like to discuss any of the themes or content, please feel free to email us at firstname.lastname@example.org, or contact us through LinkedIn.