Endorsment concept for hearing solutions

Martin et Karczinski Zurich developed a customized endorsement concept for Sonova, the leading provider of hearing solutions. Goal: profiling of the umbrella brand vis-à-vis the business brands Phonak, Unitron and AB, as well as simple implementation of the Sonova logo in their communication materials.

"The challenge was to create the endorsement at different levels of perception in such a way that Sonova can take on the role of employer brand, but the business brands can continue to show their full strength," emphasizes Daniel Zehntner, Managing Partner of Martin et Karczinski Zurich. The new brand architecture takes into account market and brand-specific criteria, practicability and profitability and is now being implemented coherently for all touchpoints on the basis of the "Endorsement Guidelines" developed by Martin et Karczinski. The result: the Sonova brand family is entering a strengthened common future.