The Challenge
With predictations of growth in the German investment funds market, DEKA management approached Icon Added Value with a view to creating a new type of investment fund „DEKA Investmentfonds“ and were prepared to invest substantially in its launch. We impelemented a brand development strategy for the launch and a refinement of the brand.

Our Approach
Market segmentation helped us define the brand positioning for the new DEKA brand (PULL). Our PUSH strategy was based on the SWOT analysis and in depth interviews with sales partners.
The project results were quality checked by selected distribution partners and released by the Management Board.
Building on that concept, we accompanied the implementation of the new brand development strategy and the establishment of success monitoring systems.

Result
Within two years from its launch, „Deka Investmentfonds“ became the most valuable investment fund in Germany in terms of emotional brand value, brand awareness and brand preference. Despite the cyclical downturn and significant budget cuts in the following years, the brand became even more succesful.