Brand Driven Change

Interbrand developed the concept and design for this brand book





Telekom Brand Book

Deutsche Telekom, one of the world’s leading telecommunications companies, is active in a demanding, yet promising, market that is constantly changing. In this kind of business environment, strong branding is even more important – because the brand has to respond to the changes and simultaneously remain true to its core values. Deutsche Telekom is an outstanding example of an organization that exercises modern brand management. The Deutsche Telekom brand has driven change within the company.

To meet demands for transparency and provide information about brand management to all stakeholder groups, Deutsche Telekom collaborated with Interbrand to develop an innovative “brand book.” The book discusses, in detail, all of the various aspects of effective brand management.

Interbrand developed the concept and design for Brand Driven Change, a brand book that provides fascinating insights into the practical aspects of modern brand management. Best-practice examples demonstrate how the Telekom brand responds to a constantly changing marketplace and how important the brand is to the company’s overall success.

A limited edition of Brand Driven Change (6,000 copies) has been printed by Hoffman und Campe Corporate Publishing (Ganske Publishing Group) and is also available as a smartphone app.