For the twelfth time the strongest brands of the year were honoured in the Bayerischen Hof in Munich with the Best Brands Awards which, since the event's inception in 2004, has established itself as the brand Oscar gala. More than 600 guests, invited from industry, trade and media, followed the awards to Miele in “Best Corporate Brand”, Bose as “Best Product Brand” and Nike as “Best Growth Brand”. In the special category “Best Fashion Brand” Hugo Boss got the trophy and confectioners Ferrero achieved first place in the survey of this year's guest nation Italy.
Munich, 12th February – A format which has developed since 2004 to the industry event of the year – that is Best Brands. On the basis of a representative study by GfK, this years best brands were determined in four categories in accordance with consumer opinions. The awards were given at the Best Brands gala evening at the Bayerischen Hof in Munich.
Miele, Bose, Nike and Hugo Boss went home with the trophies this evening and received cheques for communication and media services to the value of over a million Euros. A survey of Italy, revealed this year's guest nation’s most revered brand, Ferrero, as the victor.
The Best Brands Gala 2015 keynote address was held by tennis legend Boris Becker. The evening was then opened by this and last year's enthusiastic host Steven Gätjen. The award for the best product brand followed, which, as with every winner, was introduced by the host and with a short video. Between the “Best Growth Brand” and the “Best Corporate Brand”, around 600 guests from industry, trade and media were enthused by the voice of Lena Meyer-Landrut. Shortly afterwards Tokio Hotel singer and model Bill Kaulitz, named the “Best Fashion Brand” in an interview with Steven Gätjen.
The increasing success of the Best Brands awards over the years is attributable to the professional collaboration of all the partners; the GfK, the ProSiebenSat1 Media AG, the WirtschaftsWoche, iq media, the Markenverband (Brand Association), Serviceplan and since 2013 also the Ströer Media SE. Florian Haller, the managing director of the Serviceplan Group stressed, “It is wonderful for all the Best Brands partners to see the significance the format now has. Everyone makes essential contributions with their know how, network and ideas to ensure the success of the event which inspires, entertains and promotes an exchange of ideas.”
Thomas Wagner, Chairperson of the management at ProSiebenSat.1-advertising time sellers, SevenOne Media emphasised, “TV gives brands a stage and makes them shine. In this year too we have been able, with the Best Brands Awards, to honour those brands which have, with consistent brand management and brand values, together with appropriate targeted communication, made their brands the shining victors in their categories. As a TV group, we are pleased to bring the glamorous magic of the TV world to the Best Brands gala.”
Siegfried Högl, CEO Consumer Experiences Germany at the GfK describes the significance of the format as follows, “Best Brands is still the only brand ranking which is based exclusively on the opinions and the behaviour of the consumers. The validity of the data guarantees the high relevance of the rankings. This year's winning brands were beacons of exceptional performance and consumer near innovation in 2014. This characterises the credibility of the Best Brands Awards for market experts.”
The Chief Editor of the WirtschaftsWoche, Prof. Dr. Miriam Meckel takes the view, “Best Brands is Germany's most valid brand ranking because it is not based on the subjective opinions of experts, but rather on a combination of marketing success and the esteem of the customers. With that it relies on the judgement of those who count – the consumers.”
For Martin Fischer, managing director of iq media marketing gmbh it is clear that, “Best Brands is the quality format which has the most relevance for decision makers. The winners list reflects excellent long term brand management. This setting of excellence is commensurate with the ig media's understanding of itself and its quality portfolio.”
Franz-Peter Falke, President of the Markenverband (Brands Association) explains, “Year for year the jury praises its own defined best brands, an honourable selection, chosen alone by consumers, the independent public, to make their ranking. Precisely this closely knit bond between consumers and brands make this prize, in its twelfth year, so authentic and attractive. Because the success and authenticity of any brand lays in the sovereign decision of the consumer – and with that in their appreciation and affinity.”
For Christian Schmalzl, COO of the Ströer Media SE, Best Brands is,” one of the most renowned brand awards. It is unique in its combined view of emotional and rational aspects of brand management. As a Best Brands partner we stand exactly for that; our advertising media deliver big pictures and with them ideas and visions as well as emotions and information which are perceived by millions on a daily basis.”
Extensive research of the best corporate brand in Germany found this years winner Miele. This brand also won in 2007 in this category and has always secured a place in the top ten in the Best Brands ranking. Dr. Reinhard Zinkann, managing associate of the long established company stated, “This renewed award as the best company brand is a magnificent compliment, as well as an incentive and challenge. It shows once more how our long term continuity of values and aims, including the proverbial quality and consumer orientation of Miele pays out, for all concerned. Particularly telling is the fact that this first place is based on the empirical evaluation of the customer votes.”
In second place comes Audi. The third best corporate brand in 2015 is Daimler.
In the category “Best Product Brand” Bose stands at the top after coming second last year in its first appearance in the Best Brands rankings.
Anton Schalkamp, Managing Director of Bose Germany says, “For us it is the best compliment ever, for consumers to put us at the peak of such well known product brands. The award is a reward and a motivation for us to bring to our customers innovative products for the best possible music experience.”
The Best Growth Brand was won by Nike, followed by Sony and Western Digital. Hubertus Hoyt, Vice President & General Manager Western Europe Nike Inc., explains, “The sport market in Germany is one of the most exciting in Europe. We are pleased that we have succeeded in motivating consumers for a sports lifestyle and with that obviously to a high degree of acceptance for our products and services. Nike has developed well in a very competitive market and succeeded in giving new impulses with new product concepts and inspiring communication enabling us to gain this veritable place in the mindset of the German sports consumer. We are very pleased about this award as the Best Growth Brand – thank you very much.”
This years special category “Best Fashion Brand” was won by Hugo Boss ahead of Bogner und Wellensteyn. Claus-Dietrich Lahrs, Chairman of Hugo Boss AG, is very pleased with the award. “I am so happy to receive this award.” he said, “This confirms what a strong position our brand has with consumers and specialist retailers.”
As of 2014 the German brand ranking has held the motto “Best Brands goes international.” In 2014 the partners looked to China and this year the guest nation was Italy. The GfK's view of Italy's brand landscape revealed Ferrero as its “Best Corporate Brand”. Stephan Nießner, managing director of Ferrero Germany, who accepted the Best Brands trophy, explained, “We are very pleased with this award and about the fact that the passion with which we, as a family company, care for our brands, including Mon Chéri, nutella and kinder Schokolade is experienced by our customers. Because what sets us apart is the passion with which we bring our products to those special moments in daily life.”
See all the photos of the event at sp-url.com/pressefotos
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