Brand governance and protection

Although these two elements create the primary and strongest link to the premium brand Deutsche Bank, there are and will be other product names, designed brands, company names which are associated with Deutsche Bank and thus, directly or indirectly, affect Deutsche Bank’s reputation and financial performance perception.

In order to always communicate clearly and consistent about what the name "Deutsche Bank", the logo square and other Group trade marks represent and to minimize reputational, legal and financial risks resulting from trade mark infringements, the Global Trade Mark Policy sets strict rules for safeguarding our brands on a Group-wide level.

It is yet another means to ensure consistency in Deutsche Bank’s public appearance acting as an instrument to protect Deutsche Bank against reputational theft.

For further details and guidance on the required process in-line with the Trade Mark Policy, please contact CC GBC / CC Legal and the earliest possible project stage.

Stephanie Gugger
Brand protection and trademark registration
+49 69 910 41125

Only those that are members of Deutsche Bank Group can adopt Deutsche’s brand appearance; the Branding Guidelines and the rules set out therein solely apply to companies of which Deutsche Bank is a majority stakeholder.

Nonetheless we find constellations where for business reasons (e.g. diversification of risks) or due to legal restrictions, a non-majority venture can be the appropriatemodel to follow. These "minority shareholdings" (or "non-majority shareholdings") are cooperation agreements or joint ventures of which Deutsche Bank holds a maximum of 50 % of the shares and is thus unable to excersice full control.

In order to safeguard Deutsche Bank from potential reputational backlashes / abuse, any use of Deutsche’s brands relating to a minority shareholding needs explicit approval by Group Brand Communications and must be covered by a license agreement.

As every request for a Deutsche Bank-related branding will be decided on a case by case basis, please contact GBC / Group Legal at the earliest possible project stage.

Stephanie Gugger
Brand protection and trademark registration
+49 69 910 41125

On a regular basis, vendors approach Deutsche Bank - in particular in IT, communications, advisory or facility services regarding the use of Deutsche Bank’s name or brand as a reference endorsement for their own business.

As a matter of policy, Deutsche Bank will not make a vendor endorsement unless there is a compelling business rationale for doing so.

Therefore, please contact a member of the vendor endorsement panel should you wish to get more information or if you intend to initiate a request on exceptional handling. They will advise on the mandatory process.

Vendor Endorsement Council on myDB 
(internal users only)