TECHNOLOGY FOR LIFE
Founded in Lübeck, Germany in 1889, Dräger has grown into a worldwide, DAX-listed enterprise in its fifth generation as a family-run business. Dräger is an international leader in the fields of medical and safety technology, developing innovative equipment and solutions for people all over the world. As Dräger’s profits have increased, so too has the scope of the company’s market.
OPTIMIZING BRAND RECOGNITION IN CHINA
Dräger would like to optimize its brand appearance and brand recognition in China as the company sees high growth potential in the Chinese market. But how should Dräger present itself in China to most effectively create a brand? The current Chinese name, tagline and logo needed to be reconsidered for adjustments and modifications in order to determine how to emphasize local and global identities when communicating with stakeholders.
INTEGRATE GERMAN HERITAGE WITH CHINESE
Our approach focused on creating brand relevance for Dräger in China. By analyzing insights from the industry, the company and the competitors, we provided a strategic recommendation for Dräger’s identity expression with information on how to integrate its German heritage with its Chinese market. Dräger is now poised to dominate the medical field of China.