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SLC data on DFB's "Die Mannschaft" brand claim makes big media waves
Dienstag, Juni 14, 2022
The term "Die Mannschaft" as a brand for the German national soccer team has failed, according to the verdict of SLC managing director and expert Alfons Madeja.
"Are there any good arguments against this designation?" asks Oliver Bierhoff about the controversial marketing name for the national soccer team. We can say, yes there are. Since the claim was introduced in 2015, SLC Management has been investigating its acceptance with representative surveys of around 5300 supporters and customers of the German national soccer league. The publication of the progress study with comments by Prof. Dr. Alfons Madeja in the "Frankfurter Allgemeine Zeitung" is making big waves in the media throughout Germany.
According to the study, although brand awareness has risen since its launch in 2015, acceptance has fallen continuously. Only 21.1% of fans think the brand claim "Die Mannschaft" fits the national team. 78.4% of those surveyed were in favor of doing away with the claim "Die Mannschaft" again.
The abolition of the "Die Mannschaft" brand has been under discussion for some time. Most recently, Hans-Joachim Watzke, Chairman of the Supervisory Board of the German Soccer League (DFL), spoke out in favor. For a new brand, public acceptance is crucial, Madeja said. "There is nothing more resilient in this question than a public verdict."
"The claim does not generate emotions or identification. It misses people's sensibilities," the study's director said. Madeja concludes, based on the representative surveys, that "Die Mannschaft" should be considered a "failure" according to objective criteria.
To the complete article, published on June 13, 2022 in the Frankfurter Allgemeine Zeitung: Die Mannschaft: Designation of the DFB team failed according to survey (faz.net)
or here for download: Article for download
More media links to publications of the study:
For more information please contact
Jens Jaschinski
Director Consultancy
E-Mail: jaschinski@slc-ag.com
Fon: +49 (0) 911 - 54 81 83
