The Infineon brand is the purest expression of who we are and what we do. We have a rock-solid reputation with all our stakeholders that builds on our achievements and contributions to date. To maintain and advance this position of strength, it is important that we all take care of our brand.
What do we want to achieve
Five key objectives summarize the goals we have set for our brand
Infineon makes a meaningful contribution to people and the world.
We want to promote Infineon’s
image as a high-tech company that plays a key role in advancing digital transformation – to make the world easier, safer and greener.
Infineon is recognized, appreciated and will be remembered.
We want people to see Infineon as a highly attractive business partner and employer.
Infineon is true to itself
We want to make Infineon’s marketing and communication more consistent while aligning it with specific business and market needs.
Infineon sends clear and comprehensible messages
We want to better align our communication initiatives internationally and across organizational units to further strengthen Infineon’s unique
Infineon is unique and easy to distinguish. We want Infineon to clearly stand out from the competition, and use our market-focused value proposition to do so.
How we want to be perceived
The brand is what people perceive, feel and say about a company’s products, services, employees and performance
Infineon is perceived as a global technology leader with innovation spirit, a trustworthy and committed partner for all stakeholders, a high-performance company delivering sustainable results, and a great place to work. We will build on
these strengths and therefore we want people to associate the following attributes with Infineon.
Sources of this graphic:
Results from workshops in the course of creating the Road of Success \ 2014
Interviews and online survey conducted during the integration of International Rectifier \ 2015
Interviews and workshops conducted during the brand framework project \ 2016 - 2017
What a strong brand is worth
A strong brand engages customers, enhances a company’s attractiveness as an employer and motivates its employees. Ultimately, strong brands help companies sell more products and services at a higher price. In the long run, a strong brand sustainably raises the total market value of a company.
Strong brands monetize customer experience
Customers are willing to pay up to 30% more for a superior brand experience.
Avanade, Global Survey “B2B is the new B2C”, November 2013
N=1,000 (top-level executives)
Strong brands attract the best talents
A company’s image has a significant impact on employee loyalty and motivation, as well as on how attractive the company is to new candidates. The higher the total shareholder return, the more positive the employer image (and vice versa).
BCG, “One Branding” study, 2014 r = 0.48
Strong brands create
Strong brands create business value
74% of B2B buyers believe that strong brands provide business value.
CEB in cooperation with Google, “From Promotion to Emotion: Connecting B2B Customers to Brands”, 2013 \ N = 3,000
Strong brands impact purchasing behavior
The brand is one of the most relevant factors in B2B buying decisions, right after price, product features and sales power.
McKinsey, Business Branding, “Bringing Strategy to Life”, March 2013
1 Percentage of influence on purchase decision