Managing global brand investments at DHL

Fischer, M; Giehl, W; Freundt, T

Managing global brand investments at DHL

Fischer, M

Giehl, W Freundt, T

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Publication Type:: Journal Article
Citation:: Interfaces, 2011, 41 (1), pp. 35 - 50
Issue Date:: 2011-01-01

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Field	Value	Language
dc.contributor.author	Fischer, M https://orcid.org/0000-0002-9012-2292	en_US
dc.contributor.author	Giehl, W	en_US
dc.contributor.author	Freundt, T	en_US
dc.date.issued	2011-01-01	en_US
dc.identifier.citation	Interfaces, 2011, 41 (1), pp. 35 - 50	en_US
dc.identifier.issn	0092-2102	en_US
dc.identifier.uri	http://hdl.handle.net/10453/29819
dc.description.abstract	In this paper, we introduce the customer-insight based approach that Deutsche Post DHL adopted to improve its global express delivery business. DHL has used the operations research based brand assessment tool in more than 20 large countries on four continents since 2004. The tool supports local brand managers in allocating marketing resources to activities that grow the global brand in their country market. Its application led to an estimated increase in brand value of USD 1.32 billion over five years. This corresponds to a return on investment of 38 percent and an internal rate of return of 24 percent. The tool's implementation also had a major impact on DHL's strategy and organization. © 2011 INFORMS.	en_US
dc.relation.ispartof	Interfaces	en_US
dc.relation.isbasedon	10.1287/inte.1100.0533	en_US
dc.subject.classification	Operations Research	en_US
dc.title	Managing global brand investments at DHL	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	41	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	0102 Applied Mathematics	en_US
utslib.for	0806 Information Systems	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	41	en_US

Abstract:

In this paper, we introduce the customer-insight based approach that Deutsche Post DHL adopted to improve its global express delivery business. DHL has used the operations research based brand assessment tool in more than 20 large countries on four continents since 2004. The tool supports local brand managers in allocating marketing resources to activities that grow the global brand in their country market. Its application led to an estimated increase in brand value of USD 1.32 billion over five years. This corresponds to a return on investment of 38 percent and an internal rate of return of 24 percent. The tool's implementation also had a major impact on DHL's strategy and organization. © 2011 INFORMS.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/29819