The Berlin-based network specialist AVM is now operating under the brand name FRITZ! This reflects the company’s exceptionally high brand awareness: In Germany, around 80 percent of consumers know the name FRITZ!, while the corporate brand AVM itself was significantly less present. For end customers, business partners and suppliers, nothing will change in terms of products, service and cooperation – the only new aspect is that the company name will also bear the familiar product name in future. This ensures clearer recognizability and an even stronger connection between the company and the product world.
- Change of name: AVM GmbH becomes FRITZ! GmbH
- Brand awareness: FRITZ! at around 80% in Germany
- Product world: Home network, Internet, Smart Home united under one brand
- No changes for customers and partners
Uniform brand presence with signal effect
The decision to adapt the company brand to the product brand is a strategic step that is designed for the long term. While devices with the FRITZ! logo have been standard in many households for decades, the name AVM was primarily known to industry experts. With the change of name, this separation no longer applies – the name FRITZ! now stands for both the products and the company behind them.
This adjustment not only benefits marketing, but also facilitates orientation on the customer side. Business partners and suppliers benefit from a clear association between brand and manufacturer, which simplifies communication and the brand image as a whole. Especially in the digital age, where visibility and recognition are crucial, this step strengthens the company’s competitive position.
In addition, the change of name signals continuity combined with modernization: the product range remains unchanged, but the name FRITZ! is used consistently in all areas – from corporate communication to sales and international trade fair appearances.
FRITZ! as a synonym for networked living
Since its foundation in 1986, the company has been developing network technology “Made in Europe” at its Berlin location. With a workforce of around 900 employees and a turnover of 630 million euros in 2024, FRITZ! is one of the leading players in the broadband internet and smart home sectors in Europe.
The product range is broadly diversified: In addition to powerful routers, FRITZ! also offers mesh WLAN systems, DECT telephones, powerline adapters as well as smart sockets and radiator controllers. The devices are known for their ease of use, high reliability and long-term update supply. Users regularly receive new functions via the in-house FRITZ!OS software – often many years after purchase. This makes FRITZ! not only an established brand, but also a future-proof one.
Now that the company name is identical to the strong product brand, this position is communicated even more clearly to the outside world. This creates a clear image for consumers: Whoever buys FRITZ! gets the technology and service directly from the manufacturer FRITZ!
Outlook and significance for the market
The realignment is not just a cosmetic adjustment, but a clear commitment to our own strengths. The FRITZ! brand stands for quality, innovation and customer proximity – values that are now also anchored in the company name. This underlines the company’s role as a reliable partner for the networked home and for future-proof Internet solutions.
FRITZ! should thus further increase its visibility in the European market. For existing customers, everything will remain as usual, while for potential new customers the connection between brand and manufacturer will be even clearer in future – an advantage that can be decisive in the highly competitive network market.
Conclusion
By changing its name from AVM to FRITZ!, the company is bundling its brand identity and creating clear, consistent recognition. Products, service and quality remain unchanged – the only new aspect is that the strong name FRITZ! now officially stands for the entire company. This measure should further strengthen the market position and increase visibility at home and abroad.
