BrandMaker at the Commerzbank AG

As the market and customer requirements change ever more rapidly, financial service providers must continually refresh and reinvent themselves and their brands. Commerzbank is a trend-setter in this respect. In order to strengthen its leading market position in the private and corporate client sectors, Commerzbank decided in 2007 to realign its brand and introduce a new corporate design. In order to ensure a group-wide realization of the corporate branding as quickly as possible, Commerzbank established a central brand portal based on the web-based Marketing Resource Management system BrandMaker.

The Brand Portal is composed of two components:

• Internal Brand Portal: Area in the intranet providing employees all information on the brand and corporate design guidelines (CI Portal).
  
  
• Brand Portal Professional: External brand portal consisting of the three modules Shop, Media Pool and Web-to-Print.

All employees of the Commerzbank have access to the Shop Module allowing them to independently personalize business materials such as business cards, recommendation cards, memos and Post-it notes and order it directly in the application. Only marketing and sales specialists of the Commerzbank as well as external service providers work with the media data base BrandMaker Media Pool, bundling all media object on one central platform, as well as with the Web-to-Print module for the individualization of advertising materials.

Today, the internal Brand Portal registers an average of over 10,000 visits per day, and staff submits over 1,000 orders daily via the Shop Module.

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