Dethleffs has won a Brand Champion Award after a survey of 600,000 people on the emotional value of particular brands by the der WELT Media Group and the consultancy ServiceValue.
Dethleffs, a brand within the Erwin Hymer Group, scored ‘above average’ in the Brand Fascinating Score in the caravan-manufacturer segment, making it the best in the industry. Other winning brands in the research included Amazon, Netflix, RedBull and Facebook. Within the caravan industry, Dethleffs competed against eight other manufacturers.
The research concluded that all ‘brand champions’ are above averagely successful in communicating their messages. The consumers surveyed were asked to: “Indicate whether Dethleffs inspires you personally.” There were three response options: “Yes”, “No” or “I cannot assess the brand because I do not know the brand”. 49.2 per cent answered “Yes”.
The companies that score highest in the research stand out because of good ‘surprises’ for their customers. For Dethleffs, this included comments such as “a friend of the family”. This positioning makes the brand clearly recognisable. All brand winners had one thing in common: they convey a sense of life or a message that goes beyond the product.
Brands are often successful because there is an emotional background story, something that applies to Dethleffs, which created one of the first caravans in Germany in 1931. The company was founded by Arist Dethleffs, who invented the mobile ‘house car’ out of love for his family so he could take them on his business trips.