Relaunch. Repositioning. Renaming

... and this new name should support the realignment of the Informations-Zentrum München-Frankfurt (IZB) by harmoniously intertwining with financial informatics, expressing the company's services and, at the same, leaving room for future services.

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A name that is easy to read, speak and remember is essential for a future international positioning of financial informatics. Of course, identical or similar company names in the industry must be considered. For employees, shareholders and partners, the name should offer identification potential and, at the same time, never irritate customers. Competence, trust, but also flexibility should be expressed through the name; with further attributes such as "secure", "down-to-earth" and "credible" to consider.

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A brand name with brand FIT

Endmark develops three lines with different naming strategies: acronyms with the prefix “FI” for financial informatics are clear favorite. Even after re-briefing and in consideration of further information and customer wishes, the final choice was FI-TS.

Short for "Finanz Informatik Technologie Service", FI-TS is a name that is neatly merges into the FI brand system, does not require explanation and bears the same initials in English as in German.