As a globally operating service company, effective brand management is amongst the central elements of our strategy. High brand recognition and the good reputation of our Deutsche Post and DHL brands make us more attractive to shareholders, employees, customers and suppliers and these qualities contribute to the financial success of the Group. According to a survey we conducted in December 2010, the DHL brand has already achieved very high brand recognition (89%) amongst international express and logistics decision makers.
The DHL brand introduced a new slogan in 2010: "Excellence. Simply Delivered". Direct and to the point, it effectively sums up our promise to be easily accessible for service and make our customers more successful. The slogan and its underlying promise help to advance our Strategy 2015 and our goal to become the number one logistics company for the world.