Kristin Hauptmann, a business administration student in the Department of Economics at Mainz University of Applied Sciences, is focusing her bachelor’s thesis on the Rheinhessen region. In her thesis, the 25-year-old analyzes Rheinhessen in the same way one would analyze a branded product. To this end, she has conducted ten expert interviews. Her advisor, Prof. Dr. Heinrich Holland, is impressed: “Kristin Hauptmann has succeeded in reaching the key figures relevant to the topic.” Among those interviewed are Dorothea Schäfer (Chairwoman of Rheinhessen Marketing e.V. and District Administrator of the Mainz-Bingen district), Christian Halbig (Managing Director of Rheinhessen-Touristik GmbH), Anita Pleic (Editor-in-Chief for Rheinhessen at the Allgemeine Zeitung), Kathrin Saaler (coordinator of the Rheinhessen umbrella brand at the Rheinhessen-Nahe-Hunsrück Rural Service Center), and Rebecca Stephan, a graduate of Mainz University of Applied Sciences and former Rheinhessen Wine Princess, as well as other experts.
The analysis answers the question, “What is the brand identity of the ‘Rheinhessen’ umbrella brand?” The student comments: “My bachelor’s thesis provides insight into the characteristics, benefits, and image of the Rheinhessen brand. The results are presented using the brand steering wheel model established in marketing by Prof. Dr. Franz-Rudolf Esch.”
The thesis concludes that the brand identity of the Rheinhessen region can be described by the term “Wine Experience Region,” with the addition of “characterized by diversity, innovation, and dynamism.” The other characteristics are grouped around this core, as shown in the figure.
District Administrator Dorothea Schäfer cites five characteristics that particularly distinguish the Rheinhessen region: “Lovable people, openness toward strangers, cultural diversity, charm, and the landscape with its hills, rivers, and vineyards.”
Brand value represents the added value that consumers—such as visitors or customers—can derive from what the region has to offer. The high quality of regional products, for example, is cited here as a functional benefit. The psychosocial benefit, on the other hand, stems more from the experiences available in the region, particularly in the sectors of wine, culture, and nature.
The brand attributes that Ms. Hauptmann compiles in her model support these benefits. One example is the region’s central location within the Rhine-Main area, which ensures convenient access. The Rheinhessen brand is viewed as dynamic yet down-to-earth.
The brand’s tone describes the emotions it evokes. Here, the focus is particularly on the open and warm nature of the people as well as their sociability, which can be experienced, for example, at wine festivals.
The brand image, which describes a brand’s visual identity, is primarily characterized by the use of the three colors in the logo (a purple curve, a green circle, and a blue ribbon within it). Together, these elements have a high recognition value. Analysis of the expert interviews has shown that most respondents also perceive the region’s geographical features—such as the Rhine or the rolling countryside—as defining elements of its image.
The bachelor’s thesis “The Rheinhessen Region as a Brand—An Analysis of Brand Identity and the Distinctive Features of Regional Marketing” shows that associations with the brand are very vivid and are viewed positively by all experts.
The modified Esch brand steering wheel for the Rheinhessen brand
Source: Adapted from Esch, F.-R. (2012) Strategy and Techniques of Brand Management, 7th ed., Munich. p. 102
