Positive expert evaluation of its European one-brand strategy
TUI has achieved the strongest growth in brand value of all companies included in the study conducted by the internationally renowned brand consultancy Interbrand to rank the most valuable brands in Germany. TUI’s brand value grew by 43 per cent to 1.4 billion euros. The world’s number one tourism group thus climbed from rank 30 to 24th among all German companies within the period of one year – the biggest jump in the overall ranking.
In analysing TUI, Interbrand’s brand experts emphasize the fact that the Group will achieve a greater presence and gain continuity due to the ongoing pooling of all services and sub-brands under the TUI brand. In mid-May, the TUI Group had announced its intention to operate in Europe under the single brand TUI in future. The brand migration process will be launched in the Netherlands before the end of the year and will subsequently also be implemented in the other markets based on a phased approach.
“The result of the Interbrand study has shown that we have set out on the right path in focusing our activities on the TUI brand,” said Erik Friemuth, Chief Marketing Officer of the TUI Group. “We are thus creating significant value growth for our Group.”