The Münsterland and its fans: brand study confirms the region's popularity
The Münsterland is inspiring: this is confirmed by the brand study, which analysed the perception of the Münsterland within and outside the region for the fourth time in January. More than half of those surveyed who have already visited Münsterland want to come to the region (again), and around 60 per cent would recommend the region to others. "It's not just the locals who are impressed by the Münsterland, but also our visitors. Word gets around and is the best advertising we could wish for," emphasises Klaus Ehling, who will remain on the board of Münsterland e.V. until the end of July.
The study is particularly positive about the development of the Münsterland brand over the past five years. Around half of Münsterland residents are now familiar with the logo, and more than a third of locals have heard the claim "DAS GUTE LEBEN." (THE GOOD LIFE). "That's a very high figure for the brand," confirms Christine Gerbracht, project manager at the market research institute Interrogare, which conducted the representative study. "A value this high can otherwise only be expected after a much longer period of time for similar brand building processes."
"Our work is bearing fruit," says Klaus Ehling, who accompanied the branding process from the very beginning. In 2017 and 2018, the region developed a brand positioning, core brand values and brand projects, among other things, and the logo and claim were then presented in 2019. Since then, the Münsterland e.V. team has been working together with the region to raise its profile.
The brand projects Picknick³ and the Onboarding@Münsterland service have not only contributed to this, but also other campaigns and activities as well as the development of customised content and continuous public relations work. "We are a very successful region with the highest quality of life. And we are getting better and better at talking about it and staying in people's minds," says Ehling.
According to the study, people not only associate the Münsterland with its beautiful nature, the many picnic spots and the cycle and horse riding routes, but also the good mix of city and countryside. The cultural offerings, welcoming culture and down-to-earth nature are also positively emphasised, as is the community spirit. "That shows: We can impress with our core brand values," says Ehling: "collaborative, energetic, aspirational, close to nature and thoughtful."
A total of 1445 people from all over Germany were surveyed in January 2024, 408 of whom lived in Münsterland. The study was conducted as an online survey.
Further results of the study can be found at www.muensterland.com/markenstudie.
