Swiss Post simplifies its brand structure
Swiss Post will reinforce its core brand appearance in future. The PostMail and PostLogistics flagship brands and most brands of the Swiss and international subsidiaries are to be grouped under the core brand. The PostFinance and PostBus flagship brands – which have been in place for a number of years – will continue to exist alongside the core brand.
Swiss Post is beefing up its brand and gearing its brand structure more closely to customers’ needs. In future it wants to offer services increasingly from a single source under the Swiss Post core brand and make it easier for customers to obtain information about the various services available from the Group. The brands of most subsidiaries in Switzerland and abroad and the PostMail and PostLogistics flagship brands will be transferred to the core brand, which will benefit from their dynamic, innovative image. The national flagship brands PostFinance and PostBus and a few subsidiaries will continue to exist, for strategic and in some cases legal reasons. Swiss Post is thus bundling its forces, improving the effectiveness of communication and reducing the need for coordination. This will improve its chances of being perceived in a fiercely competitive market – on the international level too – and will also help to cut costs.
Swiss Post will reinforce its core brand appearance in future. The PostMail and PostLogistics flagship brands and most brands of the Swiss and international subsidiaries are to be grouped under the core brand. The PostFinance and PostBus flagship brands – which have been in place for a number of years – will continue to exist alongside the core brand.
Swiss Post is beefing up its brand and gearing its brand structure more closely to customers’ needs. In future it wants to offer services increasingly from a single source under the Swiss Post core brand and make it easier for customers to obtain information about the various services available from the Group. The brands of most subsidiaries in Switzerland and abroad and the PostMail and PostLogistics flagship brands will be transferred to the core brand, which will benefit from their dynamic, innovative image. The national flagship brands PostFinance and PostBus and a few subsidiaries will continue to exist, for strategic and in some cases legal reasons. Swiss Post is thus bundling its forces, improving the effectiveness of communication and reducing the need for coordination. This will improve its chances of being perceived in a fiercely competitive market – on the international level too – and will also help to cut costs.
Customer-focused offering for new challenges
Competition in Switzerland and abroad is increasing, as is cost pressure. Swiss Post is also facing a further reduction in the letter monopoly and a complete revision of postal legislation. It intends to focus even more on its customers’ needs and – with the vision of a unified Swiss Post – be seen to be meeting these challenges. National and international business customers will find six service packages at Swiss Post in future: letters, print media, document solutions, dialogue solutions, logistics and e-solutions. A service package combines the advantages of individual services with an overall offering structured in line with customers’ needs. The customer thus receives both standard and customized services from a single source. For private customers in Switzerland, Swiss Post will retain a distinctive image with the Swiss Post core brand and its well-known flagship brands PostFinance and PostBus. They will continue to obtain services via the post office network.
Consequences of the new brand structure
The corporate identities of the subsidiaries will be merged under the core brand. The new brand structure reflects the markets from the customers’ point of view but does not have any consequences for the Group’s organization.
