The contents briefly explained
Brand
The "oberlausitz." brand was developed in 2016 in a long, intensive branding process together with tourism stakeholders in Upper Lusatia.
It conveys the identity, characteristics, emotions and feelings of the region and graphically emphasizes them. It can now be found not only in tourism marketing and campaigns, but also in the reputation of companies.
Brand family
The "oberlausitz." brand family is aptly complemented by target group and topic-specific sub-brands. These sub-brands are characterized by unmistakable, emotionally charged and powerful flagship products. They present theme-related unique selling points, are highly relevant to travelers and offer service providers orientation for product development.
Brand use
The intensive use and application of the "oberlausitz." umbrella brand by many partners is an essential prerequisite for establishing and strengthening the brand. We would like to see the brand used by tourism businesses, institutions and hosts as well as by local authorities and companies.
The use of the brand is based on the degree of tourism use, which is shown in the usage pyramid.
Values and philosophy of the brand
Upper Lusatia is characterized by its scenic diversity, its rich cultural heritage with traditions and customs as well as a wide range of attractions and experiences, shaped by the region's long history. The brand "oberlausitz." bundles this diversity and embodies it at the same time. It stands for richness, attractiveness and quality and strengthens both the image of the region and the creation of identity among the regional population.
Brand characteristics
The brand "oberlausitz." is a word/figurative mark that is characterized by the following features:
- Clarity | simple and reduced forms
- Distinctiveness | unique font and liquid design
- Functionality | broad color spectrum and absence of figurative elements
- Applicability | good combinability with other trademarks and graphic elements
The placement of the brand and its sub-brands is complemented by the "landscape" style element, which unites the brand characteristics as well as the brand itself. This element is used in print products, advertisements, websites and reputation elements.
Brand family
The umbrella brand "oberlausitz." is supplemented by theme-specific sub-brands that give the various product lines an appealing brand face and clearly differentiate them from one another: The Landscape Wonderland, The Children's Adventure Land and The Cultural Discovery Land.
We have also defined lead products and high-potential themes that we believe have the greatest chance of success in national and international competition due to their potential. These are the focus of our marketing efforts.
Brand essence
Due to historical, cultural, political and geographical circumstances, our guests, but also we Upper Lusatians ourselves, still feel barriers and borders in many areas ofsociety and tourism. Our vision is to overcome these barriers at all levels and in all areas for all people. This is the core of the Upper Lusatian brand.
We all fit into this theme - from the themed cycle path to the UNESCO World Heritage Site and our living traditions. We will remain true to this vision for decades to come, regardless of the zeitgeist. This means that we will always align our joint activities with these visionary ideas and incorporate them into our projects.
Brand use
The intensive use and application of the umbrella brand "oberlausitz." by many partners is a fundamental prerequisite for establishing and strengthening the brand. We would like to see this active involvement and ultimate use of the Oberlausitz brand by tourism businesses, institutions, hosts, local authorities and companies.
In order to facilitate the integration of the brand into the respective company and association reputation and to avoid errors, a few rules and instructions must be observed.
Poslání značky Horní Lužice 2020/2021Značka Oberlausitz má být přenášena dále do světa a všichni aktéři cestovního ruchu jsou vyzváni, aby se aktivně podíleli na jejím utváření. Aktuální prohlášení o poslání značky si můžete stáhnout zde.
Become a brand partner.
Would you like to become a brand partner and include the "oberlausitz." brand in your publication or website? In doing so, you will be making an important contribution to the joint brand development, strengthening and image enhancement of the Oberlausitz region.
Then do not hesitate to contact us - we will be happy to answer your questions and comments and help you further.
Marketing-Gesellschaft Oberlausitz-Niederschlesien mbH
Humboldtstr. 25, 02625 Bautzen
+49 (3591) 4877-0
+49 (3591) 4877-48
info@oberlausitz.com
