Martin et Karczinski brings Sonova to the fore as an umbrella brand

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Martin et Karczinski Zurich has developed an individual endorsement concept for Sonova, the leading provider of hearing care solutions. Aim: to profile the umbrella brand against the business brands Phonak, Unitron and AB, coupled with simple implementation of the Sonova logo in the company’s communication tools.

«The challenge is in presenting the endorsement at different levels of perception such that Sonova can adopt the role of employer brand, while allowing the business brands to continue playing to their full strength,» emphasises Daniel Zehntner, Managing Partner of Martin et Karczinski Zurich. The new brand architecture considers market and brand-specific criteria, practicability and profitability, and is now being rolled out consistently across all touchpoints using the «Endorsement Guidelines» developed by Martin et Karczinski. The result: The Sonova brand family is facing the future together as a stronger unit.
 

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