Die Wirkung eines Corporate Design Relaunches auf die Markenwahrnehmung und Kundenbindung am Beispiel der Energie AG

Abstract

A company’s visual identity plays a central role in strategic brand management. A corporate design (CD) relaunch offers the opportunity to visibly express a strategic repositioning, but also poses communicative and emotional challenges, especially when it comes to longstanding customer expectations. In the context of expectations. In the context of ecological change and changing consumer demands, the Austrian energy provider Energie AG undertook a comprehensive redesign of its corporate design. This paper investigates how this relaunch is perceived by customers and how it affects brand perception and loyalty. An explorative qualitative research design was chosen to address the research question. The theoretical framework examines the role of corporate design within corporate identity and key concepts of brand perception. Based on this, guided interviews were conducted with seven members of the customer forum of Energie AG. The data were analysed using Mayring’s qualitative content analysis. The results show that the new design is largely perceived as consistent, modern and visually coherent. In particular, the redesigned logo was perceived as striking and distinctive. Consistent implementation across different media channels had a positive impact on brand recognition. However, other design components such as typography and imagery received less attention. In terms of trust, credibility and emotional attachment to the brand, the design had limited impact. These factors were found to be more influenced by personal experiences with the company. Values such as sustainability, while generally recognised, were not always clearly conveyed through design alone. In conclusion, a CD relaunch can enhance brand modernity and recognition, but fostering brand trust and emotional alignment requires supportive communication and authentic corporate behaviour.

Date of Award	2025
Original language	German (Austria)
Supervisor	Harald Rametsteiner (Supervisor)