For internal use only

Brand

Leveraging the value of the brand

The ZEISS Brand is one of our most valuable and powerful assets: it is the promise to our customers and describes what we stand for, both of which are crucial for our market success. The examples show why we need a brand. 

How about boarding here?

Please see the next piccture.

Let´s see what this will change.

What do you think?

We are the brand

Many ZEISS solutions are used in major clinics. Our products are vehicles for our brand attributes, e.g. in their precise and leading. But each of us also helps shape the brand experience for the customer. Some of us do so directly, and others indirectly, as shown in this graphic.

In order to achieve a consistent ZEISS Brand experience with a customer, the entire TEAM ZEISS must pull together. ZEISS can only be successful if we’re able to add innovations to the customer-doctor relationship and the patient experience that enhance patient outcomes and the overall treatment. 

The ZEISS Brand identity serves as a help for brand-oriented work.

Seeing beyond

ZOOM MED asked MED leaders about the five brand attributes.

RESPONSIBLE

Dr. Tarak Pujara, Head of Clinical Product Management Refractive Lasers Asia Pacific, about the brand attribute RESPONSIBLE.

INSPIRING

Dr. Steve Schallhorn, Chief Medical Officer OPT, about the brand attribute INSPIRING.

LEADING

Angelo Rago, Head of Business Sector ODx, about the brand attribute LEADING.

OPEN

Frank Seitzinger, Head of Business Sector Visualization, about the brand attribute OPEN.

PRECISE

Dr. Karlheinz Rein, Head of Business Sector Surgical Ophthalmology, about the brand attribute PRECISE.

Learn more about his brand insights in the video interview.

Felix Neugebauer Brand Experience Partner at ZEISS

Meditec is a very open organization. We are always striving for improvements.

ZEISS Brand Portal

ZEISS Brand Portal

The aim of the ZEISS Brand Portal is to provide internal as well as external user groups such as agencies with all the brand information in one place, which can be accessed anytime, anywhere.

ZEISS Brand Identity

The ZEISS Brand Identity creates a shared understanding of the brand and its attributes. It provides us with orientation in our daily business and shows how we set ourselves apart from our competitors.