# A BRIEF OVERVIEW OF THE BRAND ## CONTENTS **01. Introduction** **and Brand Overview** Overview, Objectives and History Evolution and Milestones Brand Identity and Values ## 02. Brand Licensing **Opportunities** Licensing Overview and Categories Product Range Overview Successful Collaboration and Benefits for Partners ## 03. Brand Marketing Strategies Market Presence Brand Positioning Brand Awareness Extension and Development --- # INTRODUCTION AND BRAND OVERVIEW ## OVERVIEW, OBJECTIVES AND HISTORY ## It all Started with a Blue Dot Founded in 1924, Blaupunkt stands as **a testament to German engineering,** symbolizing an enduring commitment to quality and reliability. The blue dot, once a mark of surpassing quality control standards, now represents **a global badge of excellence.** With its roots in automotive innovation, Blaupunkt has evolved into **a versatile leader across consumer electronics,** home appliances, e-mobility, and the green sector. A custom logo has been created for **Blaupunkt’s 100th anniversary,** symbolizing the milestone and reinforcing the brand’s lasting influence. --- # EVOLUTION AND MILESTONES ## A Global Brand Leader **1923.** The company is founded in Berlin **1924.** Blaupunkt trademark is registered **1932.** First car radio in Europe **1969.** World’s first stereo car radio **1980.** First combined stereo cassette-radio unit **1995.** First Blaupunkt DAB receiver **1997.** World’s first combined car radio/mobile phone **2002.** First web-linked navigation system **2005.** Portable navigation system from Blaupunkt **2010 to 2014.** Blaupunkt re-entered the CE market with exclusive brand partners, forming the “Blaupunkt Global Brand Community.” **This position as a global brand leader has transformed the brand into a major player in the appliance industry.** --- # BRAND IDENTITY AND VALUES **The Brand Genetics** Blaupunkt is **a symbol of German excellence with a legacy of precision and quality.** Renowned for reliability, it offers top-tier performance in various products, reflecting durability and trustworthiness. With high-quality solutions at affordable prices, Blaupunkt caters to a broad consumer base. **From automotive electronics to home entertainment systems, it maintains German engineering standards, upholding its commitment to excellence.** ## “Quality products, at a fair price, that perform as advertised.” --- # BRAND LICENSING OPPORTUNITIES ## LICENSING OVERVIEW AND CATEGORIES ## Wide Range of Products Customers who buy a Blaupunkt product can expect **quality products, at a fair price,** that perform as advertised. Sustainable brand management and strict selection of premium highly experienced brand partners make Blaupunkt a desirable brand around the globe. Blaupunkt is **the tried-an-trusted brand** in the field of consumer lifestyle, car multimedia and related categories: - Consumer Electronics - InCar Entertainment - Appliances - Beauty & Care - Communication - Home Improvement & Garden, and many more categories... --- # PRODUCT RANGE # OVERVIEW --- # SUCCESSFUL COLLABORATION AND BENEFITS FOR PARTNERS ## Global Community of Licensees The brand community members **cover most major national and international trade shows** generating additional brand visibility with accompanying promotional activities. Some of the most prominent trade shows and events: - IFA Berlin - CES Las Vegas - Hong Kong Electronic Show - CE WEEK New York - Eurobike Friedrichshafen - AWE Shanghai - Caravansalon Düsseldorf --- ## MARKET PRESENCE **More than 40 brand community members** design products for today’s busy lifestyle including consumer electronics, automotive, home & outdoor and lifestyle goods while supporting the Blaupunkt brand in nearly 100 countries around the world. --- # BRAND DIGITAL POSITIONING ## Digital Media Communities The brand reach and media reaction created by the brand community members is **consistently increasing.** The Blaupunkt brand community members covers all relevant social media channels around the world: - Facebook - Instagram - Twitter - TikTok - WeChat, and many more local channels... --- ## BRAND AWARENESS # World View **Pooling the advertising and promotional resources** of the brand community members leads to a constant increase of the brand visibility and awareness. --- ## BRAND AWARENESS ## 2023' Survey Results **Blaupunkt dominates the German audio market** with a commanding 53% market share, resonating across age groups 25-64. In Poland, it's recognized among 25-54-year-olds for television. Emerging as **a formidable challenger** in the UK and Spain, capturing 44% market share in television, notably among ages 35-64, **Blaupunkt underscores its increasing influence and competitiveness in the consumer electronics industry.** --- # EXTENSION AND DEVELOPMENT ## Expansion Strategies Blaupunkt has decided to extend the brand **to include musical instruments** in its portfolio for 2022. It all started with headphones back in 1924, and today our audio licensees around the globe launch more than 1000 SKU’s every year. **Essentially, Blaupunkt is all about music.** **Currently scooting for competent and powerful brand partner around the globe to develop this category fitting so perfectly to the brand’s DNA.** --- # EXTENSION AND DEVELOPMENT **Fashion and Apparel** In 2021, Blaupunkt signed a licensing agreement resulting in a collection of apparel that uses **the Blaupunkt identity and advertising heritage.** This collection is available exclusively on Amazon in: - Germany - France - Great Britain - USA --- # EXTENSION AND DEVELOPMENT **Gaming Software Licensing** Blaupunkt is partnering with one of **the top global racing games,** **DiRT Rally 2.0,** for the second year in a row through a licensing agreement with the game's producers. Blaupunkt signing a licensing agreement for (virtual) decals on their top cars is clear evidence that through brand licensing a professional and sustainable brand offers an extraordinary chance for each brand **to maintain and even gain reputation** in today's saturated market. **Additional partnerships are expected to be arriving on the market in the near future.**