The German network specialist AVM is changing its company name to FRITZ! The change aims to enhance recognition and establish a unified brand identity.
AVM is the German network specialist that produces network equipment such as routers and smart home products. AVM is behind its well-known “FRITZ!” line, which may sound familiar to you. And that is precisely why AVM is changing its name, to establish more “recognition and a unified brand identity”, according to FRITZ! in a press release. For customers, partners, and suppliers, nothing changes in terms of services or product offerings.
Unified Brand Identity
AVM will henceforth continue under the name FRITZ! The name change aims to reduce the gap between the corporate brand AVM and the product line FRITZ! In Germany, FRITZ! is known to about 80 percent of consumers, according to the company. AVM as a brand is significantly less known.
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For customers, suppliers, and partners, nothing changes in terms of services or product offerings. The products will continue under the name FRITZ!, just as before. The company name AVM GmbH will be changed to FRITZ! Bvba. With this step, the company aims to clarify the distinction between the company name and the brand identity that is already widely recognized in the market.
Link between Product and Producer
AVM’s products have always carried the name FRITZ!, such as the FRITZ!Box routers and FRITZ!Repeater. By adopting the same name as the company, FRITZ! aims to strengthen the link between products and producer. According to the company, customers and partners should benefit from a more easily recognizable brand structure.