Your participation at the
German Brand Awards

• 1. Delivery of Submission

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  After successful registration, please provide us with a presentation of your project or campaign, which the jury will review and evaluate. Delivery of the submission for the jury session must be made by no later than February.

  A guide to preparing your submission can be found here.

  Best practice examples: Best practice 1 / Best practice 2

   

• 2. The Judging

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  The judging will take place at the beginning of March 2023 by an independent, interdisciplinary jury consisting of companies, science, consulting, services and agencies.

  Evaluation criteria

  Independence and brand typology › Brand distinctiveness › Differentiation from the award › Target group relevance › Homogeneity of the brand result › Design quality of the brand image › Degree of innovation › sustainability › continuity › future viability › price premium › growth › economic success

  Results

  You will receive written notification of the results of the judging by e-mail before the end of March 2023. The legal process is excluded.

• 3. The Awards Ceremony and German Brand Convention

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  Award Show and Gala Dinner

  Every year, the German Brand Awards ceremony is attended by around 700 guests: brand decision-makers from major German companies, agencies, the creative industry, the trade press, and of course all the winners of the German Brand Awards 2023. Among many other offers, all award winners can have themselves photographed by our professional photo team with their certificate and, if applicable, award sculpture. The pictures will be made available the following day. During the Gala Dinner, the »Best of Best« awards will be announced as part of the stage show.

  Conference and industry meeting

  The associated German Brand Convention offers plenty of opportunity to discuss current brand management issues with selected award winners and to exchange knowledge across disciplines and industries. An ideal opportunity to make important contacts and cultivate networks. The program can be viewed online from the end of May 2023.

Disciplines and categories

• Categories of »Excellent Brands«

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• Animal & Pet Supplies

  e.g. manufacturer of animal feed, toys, transport boxes

• Banking & Financial Services

  e.g. banks, building societies, credit card companies, leasing companies

• Beauty & Care

  e.g. manufacturers of personal care, cosmetics, wellness, toiletries (incl. private labels)

• Building & Elements

  e.g. Smart Home, building management, building materials, window and door manufacturers, construction elements, insulating material producers

• Chemicals, Materials & Supplies

  e. g. manufacturers of packaging compounds, synthetic materials, color pigments, C-parts, basic materials, raw chemicals, specialty chemicals

• Consumer Electronics

  e.g. manufacturers of entertainment electronics, smartphones, audio equipment, photo cameras

• Corporate Services

  e.g. business and personnel consulting, tax consulting, lawyers, security services

• Culture & Concerts

  e.g. organizers of concerts, festivals or shows, museums, theaters

• Digital Service Portals & Platforms

  e.g. comparison platforms, rating platforms, search sites, social networks / communities

• Education & Research

  e.g. schools, universities, kindergartens, research institutes, foundations, other educational institutions private or public

• Fashion

  e.g. manufacturers of clothing, shoes, accessories, glasses, bags (incl. private labels)

• Fast Moving Consumer Goods

  e.g. manufacturers of food, beverages, drugstore articles (incl. private labels)

• Health & Pharmaceuticals

  e.g. hospitals, care facilities, manufacturers of pharmaceuticals or medical technology (incl. generics)

• Heating & Bathroom

  e.g. heating, air-conditioning and energy technology, bathrooms and sanitary facilities

• Industry, Machines & Engineering

  e.g. industry 4.0, machinery & plant construction, machine tools, industrial components, construction machinery

• Insurance

  e.g. insurance companies, statutory health insurance funds, insurance brokers

• Interior & Living

  e.g. furniture, home textiles, floor coverings, garden furniture

• Kids & Toys

  e.g. manufacturers of games, toys, baby carriages, baby equipment

• Kitchen & Household Appliances

  e.g. manufacturers of kitchens, kitchen appliances, cleaning equipment, vacuum robots, air purifiers

• Leisure & Crafts

  e.g. manufacturers of art and craft supplies, musical instruments, knitting accessories

• Lighting

  e.g. manufacturer of illuminants, lighting technology, lamps (indoor & outdoor)

• Logistics & Infrastructure

  e.g. utility companies, eletricity provider, logistics service providers, cable network providers, fuel and gasoline traders

• Luxury

  e.g. manufacturers of luxury goods, jewelry, watches

• Media & Entertainment

  e.g. media companies, publishers, news portals, newspapers, magazines, TV/digital broadcaster, TV/radio stations

• Non-Governmental Organisation & Public Affairs

  e.g. non-profit institutions, foundations, associations, city brands, regional brands, political parties

• Office & Stationery

  e.g. paper, office supplies, stationery

• Real Estate & Property

  e.g. service providers in the construction industry, real estate agencies, property/facility management

• Sports & Outdoor Goods

  e.g. manufacturers of sports equipment and products, sportswear (incl. private labels)

• Sports Associations & Sporting Clubs

  e.g. associations, clubs, leagues incl. e-sports, organizers of championships or tournaments

• Telecommunications & IT

  "e.g. telecommunications companies, hardware and software manufacturers, cloud solution providers, IT service providers

• Tool & Gardening

  e.g. manufacturers of tools, gardening equipment (incl. private labels)

• Tourism & Gastronomy

  e.g. hotels, tour operators, airlines, travel marketers, restaurants, fast food chains, bakeries, highway service stations

• Trade Fairs & Event Locations

  e.g. trade fair organizer, arenas, stadiums & venues (incl. digital hubs) venues

• Trade, Retail & e-Commerce

  e.g. food retailers, fashion chains, web shops

• Transport & Mobility

  e.g. manufacturers & service providers in the field of automobility, electromobility, public transport

• ___________________________________________

• »Brand Innovation of the Year«

  Best brand innovation

• »Corporate Brand of the Year«

  Best corporate brand

• »Digital Brand of the Year«

  best digital brand

• »Employer Brand of the Year«

  Best employer brand

• »Newcomer Brand of the Year«

  Best start-up

• »Product Brand of the Year«

  Best product brand

• »Service Brand of the Year«

  Best service brand

• »Sustainable Brand of the Year«

  Most sustainable brand

• Additional categories

• Categories of »Excellence in Brand Strategy and Creation«

• Acustic & Sensoric branding

  e.g. audio logos, sound logos, sound worlds, earcons, corporate songs

• Ambient Media & Outdoor Advertising

  e.g. poster campaigns, outdoor installations, special advertising formats in urban living space

• Architecture & Buildings

  e.g. brand-typical architecture of company buildings like branches, headquarters, campuses

• Brand Behaviour

  e.g. behaviour guidelines, employee programs, corporate fashion collections

• Brand Events

  e.g. product launches, road shows, conferences, networking events, company anniversaries

• CRM & Personalization

  e.g. CRM programs, mailings offand online, integrated dialog campaigns, direct marketing activities

• Classic Campaign

  e.g. mainly analog campaigns, print, OOH, TV, radio

• Digital Campaign

  e.g. mainly digitally implemented campaigns, social media, banners, VoD

• 360° Campaign

  e.g. cross-channel, holistically implemented campaigns for brand or product communication

• Digital Solutions & Apps

  e.g. apps for using, controlling or accessing information about products and services

• Fairs & Exhibitions

  e.g. trade fair stands, pop-up stores, brand experience centers, show rooms

• Influencer Marketing

  e.g. sponsored posts, co-creation, channel takeover, product testing

• Intranet & Collaboration

  e.g. intranet portals, collaboration platforms, forums and blogs

• Movies, Commercials & Virals

  e.g. corporate films, image films, TV commercials, virals

• Point of Sale

  e.g. advertising measures in retail, flagship stores, digital showrooms, franchise systems, e-shops

• Print

  e.g. advertising campaigns, annual reports, yearbooks

• Public Relations

  e.g. press conferences and events, press dialog and tools

• Social Media

  e.g. social media presence, campaigns, community management, live events

• Storytelling & Content Marketing

  e.g. magazines, blogs, podcasts, tutorials

• User experience

  e.g. holistic user experiences, user-friendliness of products, websites, e-shops

• Web & Mobile

  e.g. corporate or product websites, microsites, portals

• Brand Design - Corporate Brand

  e.g. corporate design for corporate brands

• Brand Design - Logo

  e.g. relaunch of company logo, new creation of product logo

• Brand Design - Packaging

  e.g. innovative use of materials, differentiated design

• Brand Design - Product Brand

  e.g. corporate design for product brands

• Brand Design - Product Design

  e.g. brand-typical product design in shape, colour and/or handling

• Brand Digitalization

  e.g. augmented and virtual reality, online configurators, brand-specific service digitalisations

• Brand Innovation & New business models

  e.g. new, disruptive business models and branches, innovative new product launches, crowdfunding approaches

• Brand Strategy - B2B

  e.g. brand portfolio, brand architecture, brand positioning, brand partnership strategies, brand controlling

• Brand Strategy - B2C

  e.g. brand portfolio, brand architecture, brand positioning, brand partnership strategies, brand controlling

• Branded CSR - Environmental

  e.g. activities for climate protection or sustainability, sponsoring of events of climate policy relevance

• Branded CSR - Social

  e.g. social commitment, educational work, sponsoring of events of social relevance

• Employer Branding Activities & Campaigns

  e.g. employer marketing, employer brand campaigns and events

• Internal Branding & Brand Academies

  e.g. brand academies, internal brand mediation concepts, internal communication, e-learning offers

• ___________________________________________

• Additional categories

• »Brand Revival of the Year«

  Best brand relaunch

• »Brand Experience of the Year«

  Best brand experience

• »Brand Impact of the Year«

  Project with the greatest impact

• »Lighthouse Project of the Year«

  Project with the greatest radiance

• »Brand Efficiency of the Year«

  Project with best cost effectiveness ratio

• »Brand Innovation of the Year«

  Best Brand Innovation

• »Brand Strategy of the Year«

  Best Brand Strategy