Alpina has worked hard as a brand over the last few years and successfully rebranded itself. During this process, you have to ask yourself a few brand-related questions. Moritz Maier, Head of Marketing at Alpina, summarises them as follows: "What goals do we want to achieve, who is our target group and how do we best reach them? Because the target group is also changing with its requirements and needs."
Building on this, they set to work and redefined piece by piece what they want Alpina to stand for as a brand. "In recent years we have refocused - on the origins and history of Alpina, but also innovations and new products. We were quite successful and we want to keep going."
With a new orientation of the Alpina brand, not all the old values were thrown overboard, of course, but rather the focus was set on the tried and tested. It was particularly important to the team to center themselves around Alpina's corporate history and tradition and to include what has been experienced and mastered. Because, naturally, this is what makes up the core of a successful brand. "As a company rich in tradition, our heritage and the core mission associated with it are extremely important to us: we want to protect people. At the same time, we want to be a company that is as sustainable as possible in all respects, while remaining flexible enough to be able to react quickly to global changes, such as digitalisation," says Moritz Maier, explaining Alpina's underlying values. These also went into the development of a new motto for the brand. The new claim "Alpina - made to inspire" was born. For Maier, the claim combines safety with a certain attitude to life: "We want helmets and personal protection products to become lifestyle products that are taken for granted. To this end, we want to enable winter sports enthusiasts and cyclists to enjoy their activities and adventures with products that protect and animate them to express their personality."