Posten Norge is a business with a rich tradition, and has 370 years of history and experience in the distribution of letters and parcels in Norway. Posten Norge is one of the best known and most recognised brands in the country.
In 2008, the group launched a new brand strategy with Posten and Bring, based on the group's new business strategy. Physical post had passed a historical peak in Norway at the start of the 21st century. Posten chose to respond to this trend by making a strong commitment to the area of logistics, with the Nordic Region as its home market.
The outcome was two brands, Posten for the Norwegian general public and Bring for the commercial market in Norway and the Nordic Region. The market launch proved a great success and is used as a reference case in brand strategy.
The Posten brand and market position has been built up over many years, and it is important for the group to ensure that others do not abuse or take a free ride on our trust and assets.
Bring was a new creation in 2008 in both name and brand. We were concerned to ensure that the brand was protected within our categories on the Norwegian, Nordic and European markets. The aim has been to develop a unique and strong brand.
Building strong brands does not happen all by itself. Investments in knowledge and know-how are necessary over the course of time. In Posten and Bring we build brand strength through our own employees who live to deliver – and find new solutions for customers. Posten and Bring represent high quality and forward-looking solutions. Our aim is that our customers experience this when dealing with our staff and see that we at Posten and Bring stand out favourably from other players. It was therefore important to avoid the risk of being confused with other businesses.
A few years ago, the Posten group made a complaint against the use of Easybring as a trademark and domain name. Our complaint was successful at the Norwegian Board of Appeal for Industrial Property Rights. This is an example of how the group works to protect the assets that our brands represent.
We will continue to defend ourselves against potential brand parasites.