How do I build brand awareness in Germany?

Question posted by Jim Wicks, on behalf of PrimerDesign Ltd in SO16

We have a well established brand in the UK. And we have put a sales person on the Ground in Germany. It would be useful for us to find a marketing partner in Germany to do basic brand awareness building for us. Who should we approach? We are in the life sciences research sector

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Jonathan Harrison, on behalf of Baroni Limited in CR2.

I can not respond to this with an immediate answer, but I do want to say that I think your strategy to work with others who have the expertise is a good one. Have you checked out the UKANs (UK Advisory Network) on UKTI's website. They are private businesses that have been approved by UKTI to support companies in international trade. I am sure you will find someone.

If not, please feel free in getting back to me, and I'll use my contacts to find someone for you. Sadly I specialise in Asia and Middle East, but I do come across a lot of others who have specialities in other areas. Hope it helps...

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Dear Jim

once you have got your distibutor / agent/partner sorted out in Germany
please give me call .Colin ; crown freight 01263 513127 or email us on to discuss the freight movement of your
best regards
Colin . Crown freight

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Dear Jim,

Did you find a market place unto Germany already? Did you analyse your product or services compared with the similar products or services from Germany? Do you know which is the best way to sell it? What is your buyers? Do you know your competitors from market place Germany? Did you advertise there through online or media? These are some questions which you have put yourself before to sell your product to Germany.You have to do a research market there to know how can you sell your product better. EasyMk is a marketing brand which provides consultancy and marketing services to increase and grow business to the UK and abroad as well. I would like to know more details about your intention as a selling your products to the Germany. Please access to getting the informations then send a message through the contact page of it or on the consultancy form as well. We ll analyse your details then we ll call you for a consultancy meeting.

Ec. Valentin Mandric

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Darran Thacker, on behalf of Serjeants LLP in LE1.


I can't give you any advice regarding brand awareness building. However, I wonder if you have thought about putting the necessary trade mark protection in place before you progress this. I can see from the Intellectual Propery Office website that you already have some trade mark registrations in the United Kingdom. Have you considered applying to register in Germany, or even checking that there are no earlier conflicting registrations which might represent a commercial problem? (Just because you have protection in the UK doesn't mean that another company hasn't already registered the same trade mark, or something that is confusingly similar, in Germany because Intellectual Property rights are territorial by nature.) With regards to protecting the brand then this could be done by obtaining a national trade mark registration in Germany or you could consider applying for an EU (or so-called 'Community') trade mark registration which covers all 27 member states as a whole. This would be particularly useful if you are thinking about expanding into other EU countries at a later date.

If you are interested in looking at extending your protection for the brand then I suggest you talk to your trade mark attorney about the various options. If you don't already have an attorney then I would be happy to help if you have any further questions etc.


Darran Thacker

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Thank you for your enquiry.

To address your question we would need to break it down into smaller pieces - so approach it from a sector angle, in this case life sciences.

As you will know, the German market is both complex and highly competitive and so standing out and being noticed in a large crowd is essential to being able to do business successfully. Due to its technical nature, life science marketing is a specialised field, run by sector professionals who understand the language, mentality and behaviour of its customers. One can certainly expect specialised marketing to be more costly, but probably a sensible choice to make sure that your company’s message and identity are being communicated in the right mode.

Unforatunately, we do not stock off-the-shelf lists. We did however contact the regional biotechnology cluster for you, BIO-NRW, who forwarded the following company:

Klaas Consulting
Market Entry and Development Medical Devices

Zollstockguertel 59
50969 Koeln
Tel: +49(0)221 80118350
Fax: +49(0)221 80118352

The company’s business focus is on medical devices. However, Frau Klaas has over twenty years experience in brand awareness for bordering sectors (this applies only if your target group is laboratories and not direct-pharma).

I also found the following list, you may find something of interest to you:

I hope this is helpful to you.

If you wish to speak to our trade advisers about further opportunities, please feel free to get in touch:
+49 211 9448 213
+49 211 9448 215

Best wishes,
Mark Hughes-Kemper

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part of this would be to have all your relevant material ready in German language.
Step 1: Translate to German.
Step 2: Have a native German re-write your communication so that the storyline fits the German way of selling. A 1:1 translation is ok but not enough.
Ideally, you'd find someone who could do both.
We could do this for you. We are a German translation agency - based in Germany.
Peter Hohneck

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Kimberly Carsok, on behalf of OTSA in W1U.

Hello Jim,

German companies value trade fairs quite highly, so I would recommend looking at which shows your competitors are present at and consider taking part in one or more events. There are a number of world-leading exhibitions for life sciences in Germany and whether you visit or take a stand, you will learn a lot about the market and which direction to take with your marketing.

Best regards,

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