Erwin Hymer Group Winner of the German Brand Award 2018
Stefan von Terzi (left), Head of Erwin Hymer Group Marketing &
Communications
Andreas Ortlieb (right), Erwin Hymer Group Marketing Operations
Photo: Lutz Sternstein/GBA

With the presentation of the award, the jury, led by Andrej Kupetz, Managing Director of the Design Council, acknowledges the marketing management approach introduced in 2017 by the
Erwin Hymer Group. It combines instruments like the Limbic Target-Group Model from the Nymphenburg Group, the Erwin Hymer Group Brand Study, and design-thinking methods for the
control and optimization of brand experiences. Erwin Hymer Group’s brand portfolio comprises 24 brands worldwide and extends from motorhome and caravan manufactures to accessory suppliers, all the way to rental and financing services.

The starting point for brand management are detailed target-group profiles and instruments for brand positioning that allow for the precise and differentiated positioning of the brands by means of sociodemographic data, motives, and preferences. For example, the brand Sunlight addresses values like “freedom” and “adventure”, while the brand Dethleffs positions itself as a “family friend”. The values and needs of the respective target groups determine the offer, content, and tonality of all touch points with the brand.

A fundamental element of the award-winning approach is permanent success measurement. From brand awareness to user recommendation – with the help of a comprehensive brand study, the Erwin Hymer Group Brand Study, the Erwin Hymer Group brands continue to receive feedback on their performance and perception in direct comparison to competitors.

This enables brands to gear themselves precisely towards the needs of target groups as well as to continuously and measurably increase brand performance and brand relevance. The target-group data provides a guiding principle for the development of products, services, and design studies.

Stefan von Terzi, Head of Marketing & Communications at the Erwin Hymer Group: “We are thrilled about the German Brand Award and see this distinction as a confirmation of our strategy. We want to make unique travel and mobility experiences possible for people all around the world. Our approach helps us to achieve this more quickly and efficiently and to thus meet more of the needs of our customers.”