beyerdynamic: AN INTERNATIONAL SUCCESS STORY
Our microphones and headphones are valued and used all over the world – in studios, on stages and in living rooms. But how is our brand perceived in South America, China, Northern Europe and the USA? We would like to show you what it means for us to be represented in these countries and report on the experiences of our international colleagues in these markets.
Global presence, local relevance
With the establishment of our subsidiary in the USA (Farmingdale, New York), the branch in China (Shanghai/Shenzhen) and further representatives in South America, Denmark and the UK, we are able to optimise our brand strategies and communication media.
We always take into account the national language and focus on the specific product trends and requirements of the respective market.
TOP PRODUCTS IN THE RESPECTIVE COUNTRIES
The most popular products vary from country to country, not only because of trends, needs or competitors, but also because of the general purchasing power and economic situation. In South America, for example, cheaper products tend to be in demand.
INTERNATIONAL BRAND AWARENESS
Our colleagues Ivan from China, Cristian from South America and Jaime from the USA will report on how the brand is perceived in the different countries:
"beyerdynamic is known by high-end audiophile and pro audio user groups, and it perceived as a traditional and professional headphone brand from Germany."
- Ivan, China
"beyerdynamic is perceived as an aspirational brand. Divided by age, we are known to just a few people aged from 12 to 25 years, but we're quite well known among those between 30 and 90 years old. it is a well respected, well loved and well known brand for its sound quality and finesse"
- Christian, South America
"Considering the 100-year history of the company, beyerdynamic is regarded as an industry standard for professional headphones and microphones. With proven success in the 'professional' market, consumers looking for quality audio and reliable build also turn to beyerdynamic"
- Jamie, USA
Innovation and cultural exchange
This international orientation allows us to benefit from a broad spectrum of cultural perspectives and innovative approaches. Collaboration with partners and colleagues from different countries promotes creative exchange, and enables us to recognise new ideas and trends at an early stage and incorporate them into product development. This helps us to keep our finger on the pulse and offer innovative solutions that meet the needs of our global clientèle.
One outstanding example of this is our collaboration with a high-end manufacturer of portable players from South Korea. We developed a high-end in-ear on demand, which inspired us to launch the Xelento in-ear.
Another example is the development of Open TWS models such as the new VERIO 200. This design is already established in Asia and is now also gaining popularity in Western countries. Although it is not possible to say whether this inspiration came directly from Asia, it does emphasise the importance of the markets in Asia, Western Europe and the USA.
BEYERDYNAMIC – MADE IN GERMANY
In addition, our colleagues Patrick from Denmark and Duncan from the United Kingdom report on the importance of the “Made in Germany” quality seal for them:
"Made in Germany is a very important tagline; it indicates quality, and, importantly, says that products are handmade in Germany - that's really outstanding in the audio business. It supports the expected high-quality standard."
- Patrick, Denmark
"Made in Germany still holds some value. I think people assume that everything is made in China, so this is definitely a strong point that we need to push."
- Duncan, United Kingdom
Conclusion
For us, internationalisation diversifies the market risk, promotes cultural exchange and innovation, enables local adaptations, opens up new customer segments and strengthens the global brand image through “Made in Germany”.
A big thank you goes to our colleagues who represent us outside Germany and strengthen the brand.