A strong brand for over forty years: edding, the marker and writing instruments specialist, is seen as the epitome of top quality products that are “Made in Germany”.

The power of the brand - or powerful under pressure? The fact is: things in the branded goods industry are under strain like never before. Discounters are making big inroads, retail brands are on the up and, all too often, customers will only accept one specific brand. Which means that brand producers need to take major countermeasures. What was sufficient when the first brands appeared – simply sticking a logo on the product and claiming it was the best – will no longer do. And all this in a year when the German Brands Association (Markenverband) is celebrating its 100 anniversary. The brand of today is a demanding little diva who requires care, nurturing and protection. And not in some casual, haphazard manner, but on a continual and permanent basis. This is demonstrated by the success story of edding, the market leader for markers.

“Have you got an edding?”. Whether in school, at the office or in showbiz: anyone who asks for a marker asks for an edding. Because edding is the synonym for markers, a name that denotes many years of experience, expertise and know-how in this field. The foundation stone for this success was laid back in 1960. The idea of creating a completely new range of markers - from permanent and special markers to other writing implements - from a simple felt-tip pen paved the way for edding’s international success. The very first product, the legendary edding all-round marker NO.1, even became a forerunner of generations of markers. Since then, there has been an unwritten rule that customers always come back to edding – but the products do not!

Permanent markers

So what makes edding an edding? “During tough economic times, when the relationship between the brand and the consumer becomes ever more incalculable, the brand producers should be focussing not on price, but on innovation, consistent development, credibility and tip-top quality,“ comments Benno Lohausen, Director of edding AG. “And that is what we are continually doing!“ And, as a result, the edding range of permanent markers, for example, has a wider, more diverse selection of colours and stroke widths than anything offered by other competitors. Not only that, for more than forty years the phrase “Permanently more versatile” has always rung true in Ahrensburg. Whether it be on glass, plastic, metal, CD blanks or stone: every single day, these edding classics are used for writing all manner of words in all manner of places.

Markers - your partners

However, it is not only edding’s customers who benefit from the company’s expertise. edding also provides its dealers with year-round support in the form of comprehensive measures, campaigns and ideas. “It is precisely during these difficult economic times that our dealers expect us to attend to their personal needs and help them find solutions to their problems“, adds Lohausen. “We are conscientious in this, and ultimately this means we also strengthen our own brand as a result” .