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| Bilfinger presented at Brand Awards  The magazine Absatzwirtschaft (Industrial Marketing) and the German Marketing Association presented Bilfinger with a special prize at the Brand Awards for its pioneering change process from a construction company to an engineering and services group. "To be presented with the special prize from the Brand Awards is a tremendous success and shows that we did a lot of things right with our rebranding and our brand architecture", says Chief Executive Officer Roland Koch.At Bilfinger, the construction business now makes up only 20 percent of output volume. The engineering and services group today sees itself as a provider of services for buildings, power plants and industrial facilities. This strategic repositioning was expressed with a new brand and a new corporate design. The numerous acquisitions the company has made over the course of the last ten years led to an inconsistent company image. For this reason, the Group launched a process in 2012 designed to reposition itself and to strengthen the Group brand. This process was significantly shaped by brand consultants Truffle Bay and its sister agency responsible for design, Munich-based The Hamptons Bay. Employee surveys and internal workshops were part of the repositioning and rebranding project. The result was a clearly defined brand strategy with the claim "We make it work". The new logo and the name which was shortened to Bilfinger and which is now borne by all companies in the Group are a strong expression of the shared identity. The Brand Award is one of the most important prizes for brand builders and this marks the 14th year that it is being presented for outstanding performance in brand management. The magazine Absatzwirtschaft and the German Marketing Association initiated the Brand Award in 2001. In a very complex process, a high-profile jury selects the winners in the three main categories and a special prize. write your comments about the article :: © 2014 Construction News :: home page |