Developing a new Brand Strategy for DHL Parcel

Abstract

In order for DHL Parcel to increase its market share in the growing C2x-market, a new Brand Strategy is developed, consisting out of a Repositioning of the brand, as a Creator-archetype in the Aspirational quadrant, a new Brand Identity and Big Idea, built on the combination of American and German culture and the potential contradiction of "Souplesse door Controle", which is beneficial to customers within the context. The master thesis describes how the proposed direction follows logically from a strategic program of requirements. Furthermore, touch points have been designed for the company to differentiate from the competition; a digital application which offers both the sender and the receiver Control so that they can co-create a Souplesse shipping experience. Also a tangible touch point has been designed, in the form of a sustainable, custom-fit, shipping box, with the aim of offering the receiving private consumer an unboxing experience. Finally, recommendations are discussed, which entails an organizational change within the company, by adopting a pro-active attitude and cross-department inter-relational involvement to create innovations, in order to pursue the proposed strategy.