New brand architecture for Deutsche Bahn
(Berlin, 7 December 2007) Deutsche Bahn AG is reorganizing its brand architecture. As of December, DB Bahn will be the official brand for all passenger mobility services. DB Netze is the new brand for the infrastructure and services divisions. DB Schenker stands for worldwide transport and logistics.
The new brands support the group's strategy of international expansion and networking and present a simple, clear and uniform face to the public. The new brands are based on the successful brand management and positioning of recent years. Hartmut Mehdorn, CEO of DB AG, explains: "DB Group today is a leading passenger and logistics company. The new brands help us create a powerful and consistent image that our customers, partners and employees understand. Through the new brands, the 230,000 employees in over 150 countries will identify more strongly with DB Group." In the medium term, the strong new brands are expected to boost the group's brand value. The group's organizational structure will remain unchanged.
The group brand will be a combination of the familiar DB symbol and the title "DB – Mobility, Networks, Logistics". Independent brands increase the importance of each division. Long-distance, regional and urban transportation, as well as Carsharing and Call a Bike, will be represented by the DB Bahn brand, effective immediately. This will highlight the group's strategic focus on integrated mobility. The division brand DB Netze represents the interplay of infrastructure and services for sustainable mobility systems. This division develops and operates a comprehensive range of mobility, energy, data and service networks. Schenker and Railion will now operate as DB Schenker. The brand combines our worldwide expertise in integrated logistics with our success as 's largest rail freight provider.
All the services offered by Intermodal will be marketed under the DB brand accompanied by the word "Intermodal". This means that operators, forwarders and carriers can continue to benefit from the neutrality offered by Intermodal. All wagonload traffic done for other forwarding customers will also use the DB brand.
| 18/12/2007 | 
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