“The German Brand Awards speak for themself”
5 Questions About 10 Years
The success story of the German Brand Award is also yours. What does it mean to you personally to be among the few who have been honoured every year since 2016?
We invest a great deal of work, energy and passion in the development of our collections and our brand. This is, of course, not an individual achievement but the result of our entire team’s effort. We are immensely proud that our brand – now celebrating its 50th anniversary in the second generation – has been recognised for ten consecutive years. You might say we are celebrating a “tin wedding anniversary” together! The German Brand Awards speak for themself, which is why we mention them at every opportunity – for example, right on the first page of our catalogue.
How have the German Brand Awards helped to sharpen or reposition the ASA Selection brand in the market?
The German Brand Awards directly contributes to the value of our brand. In times when price often drives purchasing decisions, brand and product value are becoming ever more important. Every award helps us to strengthen ASA Selection’s presence in the market and reinforce our positioning.
Do you have specific examples of situations where the award has opened doors or accelerated projects?
Above all, the German Brand Awards are a trust-building distinction and a powerful foundation for our storytelling. They particularly support us in convincing customers and partners.
How do you balance regional identity with global brand presence?
ASA Selection is rooted in the Westerwald region and, at the same time, present on every continent. Combining regional identity and global brand presence is part of our DNA. Remaining grounded in our origins while being active in Paris or Rio de Janeiro has a special charm – and our business partners feel that too.
What is your recipe for sustainable brand success?
Long-term thinking and action, combined with a strong team that identifies with the brand and lives it every day.