Deutsche Post DHL - Managing Global Brand Investments at DHL
In this proposal, we introduce the customer-insight-based approach that has been adopted by Deutsche Post DHL (more than 500,000 employees) to improve its global express delivery business. The O.R.-based brand assessment tool has been used in more than 20 of the largest countries in four continents since 2004. It supports local brand managers in allocating marketing resources to activities that grow the global brand in the right direction in their country market. Its application lead to an estimated increase in brand value of U.S. $1.32 billion over 5 years. This corresponds to an ROI of 38% and an internal rate of return of 24%. The implementation of the tool also had major impact on DHL's strategy and organization, beyond financial success.