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Managing Global Brand Investments at DHL

Author

Listed:
  • Marc Fischer

    (University of Passau, D-94032 Passau, Germany)

  • Wolfgang Giehl

    (Deutsche Post DHL, D-53113 Bonn, Germany)

  • Tjark Freundt

    (McKinsey & Company, Inc., D-20457 Hamburg, Germany)

Abstract

In this paper, we introduce the customer-insight based approach that Deutsche Post DHL adopted to improve its global express delivery business. DHL has used the operations research based brand assessment tool in more than 20 large countries on four continents since 2004. The tool supports local brand managers in allocating marketing resources to activities that grow the global brand in their country market. Its application led to an estimated increase in brand value of USD 1.32 billion over five years. This corresponds to a return on investment of 38 percent and an internal rate of return of 24 percent. The tool's implementation also had a major impact on DHL's strategy and organization.

Suggested Citation

  • Marc Fischer & Wolfgang Giehl & Tjark Freundt, 2011. "Managing Global Brand Investments at DHL," Interfaces, INFORMS, vol. 41(1), pages 35-50, February.
    • Handle: RePEc:inm:orinte:v:41:y:2011:i:1:p:35-50
    DOI: 10.1287/inte.1100.0533
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    References listed on IDEAS

    as
    1. R. Bock & Murray Aitkin, 1981. "Marginal maximum likelihood estimation of item parameters: Application of an EM algorithm," Psychometrika, Springer;The Psychometric Society, vol. 46(4), pages 443-459, December.
    2. Marc Fischer & Sönke Albers & Nils Wagner & Monika Frie, 2011. "Practice Prize Winner --Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities," Marketing Science, INFORMS, vol. 30(4), pages 568-585, July.
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