Deutsche Post
Country
Germany
Sector
Transportation
Offices
-
Employees
-
Brand value
$2,627m
Brand rating
A
Enterprise value
$4,170m
Value / market cap
63.0%
This brand has received no votes.
Market cap
* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Performance of the brand
With its long history dating back to the late 15h century, Deutsche Post AG today represents one of Germany’s most renowned brands. Especially the traditional logo featuring the black post horn is one of the brand’s distinctive attribute. Deutsche Post, as well as the logistics subsidiary DHL belong to the Deutsche Post DHL Group, the world’s leading mail and logistics services group. The Deutsche Post and DHL corporate brands offer a one-of-a-kind portfolio of logistics (DHL) and communications (Deutsche Post) services. It is furthermore the largest provider of air freight and the number two in ocean freights, ensuring that all kinds of shipments are transported from the factory to the shop floor by sea or air. 470,000 employees in over 220 countries and territories provide customers with both easy-to-use standardised products, as well as innovative and tailored solutions ranging from dialogue marketing to industrial supply chains. With 72 million delivered items each day, Deutsche Post is the number one player in the German mail market.
However, back in 2008, a major tax evasion scandal hit the company, with former Deutsche Post AG CEO Klaus Zumwinkel resigning after being accused of evading around $1.5 million in taxes by funnelling money to dodgy foundations in Liechtenstein. The scandal hit a nerve in Germany, resulting in many consumers failing to trust the country’s top CEO.
In 2010, the economy in many parts of the world saw a notable recovery. With transport volumes and the demand for logistics services growing noticeably, the Deutsche Post DHL’s consolidated revenue saw a double-digit growth in the financial year of 2010, rising by 11.4% to €51.5 billion. The freight division even saw a striking increase of 27.6%, with revenues climbing to €11.2 billion in 2010. These developments also affected Deutsche Post AG’s brand value. In 2011, brand value increased by 36.5% to $3,949 million, compared to $2,892 million in 2010.
League tables
Deutsche Post appears in the following brand league tables:
Rank 447 in the
Global 500 2012.
Rank 263 in the
Global 500 2011.
Rank 263 in the
Global 500 2011.
Rank 312 in the
Global 500 2010.
Rank 242 in the
Global 500 2009.
Rank 288 in the
Global 500 2008.
2012 brand performance*
Brand value
$2,627m
Brand rating
A
Enterprise value
$4,170m
Value / ent. value
63.0%
* Figures taken on 31st December 2011.
2011 brand performance*
Brand value
$3,949m
Brand rating
A
Enterprise value
$5,407m
Value / ent. value
73.0%
* Figures taken on 31st December 2010.
2010 brand performance*
Brand value
$2,892m
Brand rating
AA-
Enterprise value
$27,401m
Value / ent. value
10.6%
* Figures taken on 31st December 2009.
2009 brand performance*
Brand value
$2,809m
Brand rating
A
Enterprise value
-
Value / ent. value
-
* Figures taken on 31st December 2008.
Evolution of the Deutsche Post Logo
Company history
In 1490, Franz von Taxis created a courier network on behalf of the Habsburg family. He built postal stations, each one-day distance from the next postal office across Western Europe. At this time, the Deutsche Post trademark was established: postilion riders announced their arrival with the mail horn in order to inform the pending horses. In 1507, the family Thurn and Taxis not only reserved the right to deliver the mail, but also the utilisation of the post horn as an exclusive trademark.
In the 19th century, the number of postilion riders decreased, as their tasks were taken over by carriages and later on by trains. The mail horn, however, was still used as an identification mark for flags, stamps, post boxes, and postmarks. In 1947, the organisation became the Deutsche Bundespost. In addition to letter and parcel delivery, as well as banking services, the organisation now also offered phone services to the citizens.
In the mid-1990s, the Deutsche Bundespost was split into three distinct organisations: Postbank, Deutsche Telekom and Deutsche Post. Afterwards, Deutsche Post was privatised and went public in 2000. With the acquisition and integration of international express and logistics companies such as DHL; Danzas and Excel, the company became the world’s number one within the letter, express and logistics industry at the beginning of the third millennium.
Logo
Since 2009, the company became Deutsche Post DHL and represents itself with two strong brands: the brand DHL stands for a worldwide express and logistics business and the brand Deutsche Post for a national mail business rich in tradition in Germany. Today, the black horn on a yellow background presents a service oriented company that defines itself in terms of three core brand elements: close proximity to its customers, reliable quality when it comes to delivery and confidentiality, as well as groundbreaking services by providing customers with innovative solutions such as the e-Postbrief launched in Germany in 2010, a secure, confidential and reliable form of electronic communication.
Key people
Dr. Frank Appel, CEO Deutsche Post AG & DHL
Since February 2008, Dr. Frank Appel has been Chief Executive Officer of Deutsche Post AG and also serves as Chief Executive Officer of Logistics of DHL Worldwide Express Inc. Before joining Deutsche Post, he served as Consultant and Project Manager at McKinsey & Co.
Lawrence A. Rosen, CFO Deutsche Post AG
Since June 2009, Lawrence A. Rosen holds the position of Chief Financial Officer at Deutsche Post AG. Before joining Deutsche Post, Rosen served as CFO and Member of Management Board of Fresenius Medical Care Management AG.
