German Brand Award

The German Brand Award 2018 announces its winners

Accenture, Bilfinger, Biobiene, DFL Deutsche Fußball Liga, Famigros, Lufthansa AG, MediaMarkt, Schwarzkopf SalonLab, Stenz Beard Care and ZF are the major winners of this year's event. The jury has named Antje Dewitz, CEO of VAUDE, »Brand Manager of the Year«.

A festive gala was held yesterday evening, 21 June 2018, to honour the winners of the third edition of the German Brand Award. More than 600 invited guests representing the business sector, cultural circles and the media attended the distinguished ceremony.


The German Brand Award is offered jointly by the German Design Council and the German Brand Institute and honours successful brands, consistent brand management and sustainable brand communications. 

In the premium category 'Excellence in Branding', which honours outstanding brand management across industries, the organizers awarded ten prizes at the highest level 'Best of Best' as well as the honorary award 'Brand Manager of the Year'. 


The 'Best of Best' prize winners at a glance:

  • Brand Innovation of the Year: Media Markt (Agency: Schwitzke GmbH)
  • Brand Extension of the Year: Famigros (Agency: Process AG)
  • Corporate Brand of the Year: Lufthansa AG (Agency: Martin et Karczinski)
  • Digital Brand of the Year: DFL Deutsche Fußball Liga (Agency: DFL Digital Sports)
  • Digital Transformation of the Year: ZF (Agency: Jung von Matt/brand Identity, Zürich)
  • Employer Brand of the Year: Accenture
  • Newcomer Brand of the Year: STENZ – Beard Care
  • Product Brand of the Year: Schwarzkopf SalonLab (Henkel AG)
  • Service Brand of the Year: Bilfinger SE
  • Sustainable Brand of the Year: Biobiene


This year’s honorary award 'Brand Manager of the Year' went to Dr. Antje von Dewitz of VAUDE. In its statement, the jury applauded the fact that 'Dr. Antje von Dewitz has managed not only to consistently develop VAUDE into a strong, competitive brand, but also to associate it in a truthful and credible manner with the concept of sustainability. And she has done so successfully and authentically in every respect.'

'The submissions for these past three editions of the German Brand Award are proof of the fact that ever more companies are pushing the digitalization of their brands in a consistent manner at all levels and are working towards improving the user experience. To achieve this, they are increasingly relying on customer-centred product and service design as a major success factor, not only with regard to the new digital possibilities. The fact that we have been seeing this trend not only in B2C but also in more and more B2B companies is a very positive development,' declared Andrej Kupetz, President of the Jury of the German Brand Awards and Managing Director of the German Design Council. 

Kupetz concluded, 'Overall, there is a clear trend towards more professional branding, accompanied by a deep understanding of the significance of the brand and the necessity of consistent brand management over the long term.'

In the category 'Industry Excellence in Branding' prizes were awarded to the best product and company brand in each sector. The best candidates in each individual subject area were awarded the 'Excellence in Brand Strategy, Management and Creation' prize (you can find additional information about all the prize winners at, photographic material about the  Best-of-Best prize winners at


The Initiator - the German Design Council

The German Design Council is among the leading centres of expertise for communication and knowledge transfer in the field of design worldwide. More than 300 companies are currently among its founding members. The German Design Council was established in 1953 at the initiative of the German Parliament (Bundestag) to enhance the design competencies of German industry. Its wide range of activities has one common goal: to convey sustainable brand enhancement through the strategic use of design.


Further details about the German Brand Award: 

Further details about the German Design Council:




German Design Council
Janine Wunder, Head of Communication and Marketing Department

Tel.: +49 (0) 69 74 74 86 0
Fax: +49 (0) 69 74 74 86 19