Best Brands winners were announced at a big gala do hosted by various media companies, advertising and market research agencies as well as the association for German brands.
Although not exclusively focussed on German brands across the various award categories, I was expecting a good show from what I think of as classic German brands - Nivea, maybe BMW, maybe Becks.
The winners are chosen based on two broad criteria - marketplace (financial) success and 'share of soul' - popularity and emotional connection to the general public. As GfK are involved in the whole thing, the methodology for selecting the winners is pretty thorough.
No real surprise, then, in the winner for Best Product Brand 2016 - this was Nivea, which also won in 2013 and 2014, and came second this year. The words 'from strength to strength' come to mind.
Perhaps a bit more surprising was the winner for Best Growth Brand 2016 which was WMF. Jolly well done to them, and this shows that you don't have to be a techy, appy, 21st century new kid on the block to show phenomenal growth. WMF was founded in 1853. While there is probably a limit to how many cutlery sets anyone actually needs in a lifetime, I have noticed that WMF have been very active in joint promotions with supermarkets and simply present as a great brand name.
In other awards, the category-specific award for e-commerce was won by amazon (no comment) and the Best European Corporate Brand 2016 was won by Porsche.
That other well-known German brand, VW, however, was nowhere to be seen.
Orthodoxy is toxic
2 months ago