German Brand Award

German Brand Awards 2019 – the winners have been named

The big winners are: Bosch, comdirect bank, Interbrand, Kaldewei, Dortmunder U, LSG Lufthansa Service Holding, Novia by AXENT Switzerland, Markilux, Fraport AG, 123erfasst and Veramaris. The title “Brand Manager of the Year” goes to Dr Annette Becker from Bosch Power Tools.

On 06 June 2019, for the fourth time, the winners in the German Brand Awards were honoured at a gala event held at Deutsche Telekom’s Representative Office in Berlin. Over 700 guests chosen from industry, politics and the media took up their invitation to attend this exclusive event. The initiator of this competition is the German Design Council, founded in 1953 on the initiative of the German Federal Parliament.

Through the German Brand Awards, the German Design Council and the German Brand Institute give acclaim to successful brands, consistent brand management and long-term brand communication.

Twelve contestants in total received the highest honour, “Best of Best”, awarded in recognition of outstanding brand management across all industries. 


The “Best of Best” winners at a glance:


  • “Corporate Brand of the Year”: Bosch (Bosch Thermotechnik GmbH, Bosch Junkers Germany)
  • “Brand Effect of the Year”: Brand Design: FC Bayern Munich (Interbrand GmbH)
  • “Agency of the Year”: Interbrand GmbH (Brand Design: Carglass®)
  • “Brand Experience of the Year”: Kaldewei Magazine – Iconic Bathroom Solutions (Franz Kaldewei GmbH & Co.KG)
  • “Employer Brand of the Year”: comdirect bank AG (#yourock Leadership Development)
  • “Lighthouse Project of the Year”: The Pink Floyd Exhibition – Their Mortal Remains (Dortmunder U – Centre for Arts and Creativity)
  • “Brand Innovation of the Year”: Evertaste (LSG Lufthansa Service Holding AG)
  • “Digital Brand of the Year”: 123erfasst ( GmbH)
  • “Newcomer Brand of the Year”: Novia by AXENT Switzerland (AXENT Switzerland AG)
  • “Product Brand of the Year”: markilux (markilux GmbH + Co. KG)
  • “Service Brand of the Year”: Fraport AG (VIP-Services Frankfurt Airport Fraport AG)
  • “Sustainable Brand of the Year”: Veramaris (Veramaris V.O.F.)


This year the jury honoured Dr Annette Becker, Senior Vice President Business Unit Home & Garden at Robert Bosch Power Tools with the title “Brand Manager of the Year”. Their reasoning: “Under the management of Dr Annette Becker, the Bosch Power Tools brand in the Home and Garden division has successfully been able to meet the challenges of the digital age. In a homogeneous, price-driven competitive environment, the Bosch Power Tools brand stands out not only due to its innovations that are consistently developed with the user in mind, but also due to stringent brand management that takes account of changing consumer habits.”


From hidden champion to brand champion


“This is an interesting development which is plain to see if you look at the competition entries we have received over the last three years. An increasing number of hidden champions are developing their brands in a targeted way, and are making ongoing brand management a fixed component of their corporate strategy,” explains Andrej Kupetz, Chair of the Jury for the German Brand Awards and CEO of the German Design Council. “As well as a generally greater awareness of the importance of branding and brand management, this development is driven by factors including labour shortage, progressive internationalisation, digitalisation and generational change.”

Kupetz concludes: “Overall there is a clear trend towards the professionalisation of brand work – across all industries and irrespective of company size. This goes hand in hand with a deeper understanding of the significance of brands, and insights into the need for ongoing brand management with a long-term perspective.”

In the “Excellent Brands” category, awards went to the best product or company brand within a particular industry. The top performers in different specialist disciplines were honoured in the category “Excellence in Brand Strategy, Management and Creation”. 

For more information on the prize winners, visit

For photo images of the Best of Best winners and their products,visit


German Design Council – the initiator


The German Design Council is one of the world’s leading centres of expertise in communication and knowledge transfer within the design, branding and innovation sectors. Its Foundation currently numbers more than 300 companies among its members. The German Design Council was founded in 1953, at the initiative of the German Federal Parliament, to support and enhance design expertise in the German economy. It pursues a wide range of activities with a single goal: to promote awareness of how to increase brand value on a sustained basis through the strategic use of design.


German Brand Institute – the organiser


The aim of the German Brand Institute is to increase awareness of the importance of branding as a critical success factor for companies competing in both the domestic and international markets. Through the German Brand Awards, the Foundation bestows a unique honour in recognition of outstanding brand management. The German Brand Institute was created as an initiative of the German Design Council and GMK Markenberatung. The German Brand Monitor and the German Brand Institute serve to highlight the commitment of the German Design Council and GMK Markenberatung to making German brands even more competitive.




The importance of branding has been common knowledge for a long time – its power remains undiminished to the present day and is growing with the rise of digitalisation. This is further illustrated in the 2019/2020 issue of “German Brand Monitor”: According to the results of a joint survey conducted by the German Design Council and GMK Markenberatung, around 85 percent of decision makers consider branding to be an essential factor for business success, and around 80 percent consider it to be a key factor for important business objectives, such as product differentiation. According to the survey respondents, the biggest challenge of brand management consists in transferring brands into the digital world.

It is certainly the case that the costs involved in branding and brand management are often underestimated, and this expense is often subject to scrutiny and criticism, especially in medium-sized companies. However, the crucial factor is not the size of the annual budget dedicated to brand management, but the consistency which with a brand is built up and managed in the long term – and it is also essential that available resources be used in a targeted manner. Through the German Brand Awards, the German Design Council would like to offer companies and their brand work an exclusive forum, and contribute to the exchange of knowledge and experience relating to successful brand management in practice.