Lufthansa Group Brand Equity Measurement (m/f/d)

This is an exciting opportunity to develop a methodology to measure the brand equity of the largest aviation group in Europe, Lufthansa Group. The goal of the Referent Brand Equity Measurement is to be able to put equity numbers behind the monetary value of the Lufthansa Group brand and airline brands and recommend actions on how to increase the equity value of our brands.

Tasks

The Group Brand Strategy & Brand Management team drives four key strategic topics: 1) Brand Strategy & Brand Measurement 2) Brand Management 3) Design & Visual Identity Development 4) Premium Project.

• Set up new brand equity tracking study (scope, RFP, manage agency, PMO)
• Continuously manage brand equity study and provide reporting
• Analyze cause-and-effect relationships with brand equity and brand initiatives
• Close dialogue with finance and annual reporting team
• Develop shareholder storyline and communications messages
• Make tangible recommendations to brand strategy team and the rest of the organisation
• Brand equity agency management
  
  

Benefits

• 13th monthly salary
• Free parking
• Doctor‘s office
• Flexible working hours
• Canteen (subsidized by employer)
• Diversity programs
• Employee events (summer festivals, participation in sports competitions etc)
• Discounts / shopping
• Profit sharing / LVV (bonus)
• Hybrid working possible
• Lockers for cyclists / sportsmen
• Development programs / Training opportunities
• Fitness studio / sports facilities / company football etc.
• Business cell phone / ipad
• Flight privileges
• Old-age provision / employee retirement
• Health days
• Have a shower
• Support for relocation
• Lufthansa shares
• Promotion of women
• Part-time models
• Binding program / network program
• holiday / Christmas bonus
  
  

Requirements

Please send your application and CV in English only.

• +6 years background from brand research agency/corporate research department
• Subject matter expert in brand equity management
• Analytical thinking
• Can bring complex insights into tangible strategic actions and recommendations
• Experience in managing research agencies
• Can speak the language of corporate finance, shareholders and senior executive stakeholders
• Understands corporate reporting and how brand equity can be included in annual reporting
• Understands how to bring ‘softer’ brand values into tangible financial measures
• Has personal authority and political understanding for complex organisations
• Top class stakeholder management i.e. secure input from a magnitude of different stakeholders with diverse needs
• Fluent in English
  
  

Company

Deutsche Lufthansa AG is a globally operating aviation group. In the financial year 2022 it generated annual revenue of EUR 32,770 bn with an average of 109.510 employees. Deutsche Lufthansa AG is organized into the business segments Network Airlines, Point-to-Point Airlines, the Aviation Services segment with the business segments Logistics, MRO and Catering, and the other companies and Group functions.