Every global brand pursues its own strategy to succeed in international as well as in regional markets. Successful brands “entertain” their customers and connect to their target groups by creating a long-term and highly emotional brand experience.
Messe Frankfurt pursues an umbrella brand strategy: all brands (trade fairs, events and services) are marketed under the umbrella of the Messe Frankfurt corporate brand. They are visually and hierarchically subordinate. The umbrella brand is always used as an endorser on all communication media. The advantage of this strategy is that it creates a mutual interaction from which all brands benefit: the corporate brand endorses all event brands by being the quality guarantee – and the event brands in turn enrich the corporate brand with their value proposition and their success. This interplay provides a strong and attractive international brand family.