Brand management and rebranding: innovative service offer for the German market

Press release

After opening offices in Almelo, Barcelona and Istanbul, the international firm RGN brand identity services now starts its first office in Germany.

In times of globalisation organisations find themselves on the threshold of large changes like mergers, takeovers and divestitures. Such events can cause an encompassing rebranding of the brand of an organisation. In a very short period of time all brand elements must be rebranded, and often this has to be done internationally. Marketing departments find themselves in a complex situation which they likely haven’t encountered before. RGN brand identity services is the organisation that can close the knowledge gap. RGN will be the partner in project management and support or completely takes over the implementation of the new brand while guaranteeing a consistent brand appearance, national and international, by means of the innovative platform CI-Control. Since 1997 RGN is known for its expertise when it comes to rebranding. Due to the growth in demand RGN entered into a joint venture with the Counterpart Group in Cologne and opens its first office in Germany.

Partner for an efficient planning and realisation of the rebranding
Time, quality and costs are the factors RGN closely examines when it handles, as specialist in large-scale worldwide projects, the implementation of new corporate identities. RGN focusses on the management of all visible brand elements, form printing materials up to vehicle fleets, corporate wear, office buildings and stores. Several large brands have already profited from the expertise of RGN, like FrieslandCampina, Tennet, Gas Union, Peugeot, IBIS Hotels, TNT Express and ABN Amro. “A rebranding is a major challenge for national and international organisations of every size. The first thing that comes to mind when the old logo has to be replaced in the whole of Germany, or even internationally, are the investments that need to be done. Most of the time the organisation lacks know-how or resources, which leads to high expenses or poor quality of the brand elements. With RGN we help organisations with the management of the implementation of their new brand identity, we make sure they get value for their money and ensure that the rebranding is executed as fast as possible,” states Henrique da Rosa, managing director of RGN in Germany.

Implementation of in-store campaigns for national and international retail brands
One of the differentiating services of RGN are its brand retail services, derived from the experience with large rebranding projects and the possibilities of the innovative software developed by RGN. Large brands like G-Star, Nike, Mango and Desigual already profit from RGNs brand retail services for the implementation of international retail campaigns. “Retail organisations find it an enormous task to manage worldwide retail campaigns in all their stores. For large international retail chains it is important to ensure that campaigns are implemented simultaneously and uniformly in all stores worldwide. Imagine that in more than 400 stores all over the world, within a short period of time, all summer materials must be replaced by images with the autumn collection. That is an huge logistic challenge that organisations can only cope with when they invest serious time and money. Thanks to our knowledge and experience we can optimise the expenses and time spent on such an in store marketing campaign”, emphasizes Da Rosa.

Innovative software guarantees efficiency
RGN has developed an innovative software programme called CI-Control, through which all corporate identity operations and processes are centrally controlled and monitored. With CI-Control all parties involved, like suppliers and installers, have a shared platform with all the important project information like the most current status, schedules and project tasks. For the client CI-Control offers total control of the project, with a dashboard that is always up-to-date and shows the most important information in just one glance. Due to the international network of RGN, with offices in Istanbul (Turkey), Almelo (the Netherlands) and Barcelona (Spain), international projects can be managed at a local level. “We are pleased to be able to offer organisations in Germany, Austria and Switzerland the unique services of RGN. Now we can combine the 25 years of experience in the communication business from the Counterpart Group with almost 20 years of experience in rebranding and brand implementation. Because of this combined expertise, organisations of all sizes have a strong partner on their side,” declares Judith Dobner, CEO of the Counterpart Group.

About the Counterpart Group
The Counterpart Group, headquartered in Cologne, was founded in 1991 with the aim to link all communications services at a strategic, cross-media level. The services include parts of the fields of brands, digital, content and public relations. The Group unites all communicative disciplines in one organisation and is thereby a competent and creative sparring partner for clients, a real counterpart. The methods of the organisation are efficient, independent and measurable, with a focus on “return on investment”. The Counterpart Group is trusted by clients in the fields of trade, fashion & lifestyle, child & youth, food & beverages, home & living and technology. For more information, see

About RGN brand identity services
Since 1997 RGN supports large and small organisations, nationally and internationally, with the successful implementation and management of their brand identity. RGN is headquartered in Almelo (the Netherlands) and has expanded its branded identity services in over 40 countries with offices in Barcelona, Cologne and Istanbul, and associated offices in Moscow, Gothenburg and Bogota. Amongst RGNs client base are Desigual, Mango, Nike, G-Star, TNT, CEVA Logistics, Turkcell, FrieslandCampina, Grolsch, Royal Ahold and ABN Amro.