Your road to
success starts with
your participation

The German Brand Awards for »Excellence in Brand Strategy and Creation« is open to agencies, service providers and marketers from all sectors worldwide. The panels of experts at the German Design Council decide on admission to the contest. This procedure ensures the independence and excellence of the award.

 

  • 1. Registering for the Contest
  •  

    The German Design Council continuously nominates companies that have attracted attention through effective brand work and independent projects and campaigns. As a nominee, you will receive written notification, including access data, and can bindingly register your nominated project and participate via our registration portal under »My Design Council«. The publication of the project or the implementation of the campaign must not have taken place more than five years ago. Registration can take place in up to three categories and up to three additional categories.  

    In addition, companies have the opportunity to register projects and campaigns directly and at their own initiative so they can participate in the contest. Following a review by our panels of experts, the German Design Council will inform you in writing whether your project meets the required criteria and has thus been approved and nominated for participation in the German Brand Awards. In the event of non-approval, you will also receive notification and not incur any costs. 

    Register for the award now >>

  • 2. Delivery of Submission
  •  

    After successful registration, please provide us with a presentation of your project or campaign, which the jury will review and evaluate. You can find details on the content and scope of your presentation on page 19 and in your personal log-in area of »My Design Council«. Delivery of the submission for the jury session must be made by no later than 19 February 2021.

     

  • 3. Evaluation Criteria and Judging
  •  

    All submissions delivered in the correct form and on time will be handed over to the jury. The criteria for evaluation by the jury are:

    • Independence and brand type
    • Brand impact
    • Differentiation from the competition
    • Target group relevance
    • Homogeneity of the brand result
    • Design quality of the brand presentation
    • Degree of innovation
    • Sustainability
    • Continuity
    • Future promise
    • Price premium
    • Growth
    • Economic success

     

    The jury is free to weight the individual criteria as it would like in the evaluation. The order does not represent any order of criteria or evaluation. You will receive written notification of the jury’s results; legal recourse is excluded.   

  • 4. Awards Ceremony and German Brand Convention
  •  

    The German Brand Awards 2021 will be conferred in Berlin in June 2021. At the German Brand Convention, the current brand management issues will be discussed with selected prize winners.

Download Factsheet Register here >>

The judges

Dr. Saskia Diehl

Managing Director and co-owner of GMK Markenberatung | Dr Saskia Diehl studied psychology and economics, and completed her doctorate while working as a strategy consultant at the Institute for Brand and Communications Research (IMK). Her work includes a wide range of publications on emotional brand management, and she lectures on consumer behaviour and neuromarketing at the European University of Applied Sciences (EUFH) in Cologne. At GMK Markenberatung Diehl is responsible for helping numerous international clients with the efficient management of their brands and brand portfolios – from brand strategy and implementation to long-term brand controlling.

Günter Moeller

Managing Director, hm+p Hermann, Moeller + Partner | Moeller studied economics and industrial design at the University of Kassel. After completing his degree, he held various management positions in tindustry and the consulting sector. Since 2003, Günter Moeller and Dr. Christoph Herrmann have run the Munich-based consulting firm Herrmann, Moeller + Partner. As a proven expert in the field of brand-focused business development he has worked with a large number of brands, both domestic and international, in the course of his career in consulting. He has also published numerous articles on questions relating to brand, innovation and design management.

Stefan Raake

Managing Director, AMC Finanzmarkt GmbH | Stefan Raake studied business management, majoring in marketing and business psychology, at the University of Cologne. He has been a managing partner at AMC Finanzmarkt GmbH since 2010. He has been actively involved in AMC, the industry network for sales and marketing insurance (www.amc-forum.de), since the beginning of 1995. At the end of that same year Raake launched his first internet projects for the German insurance industry. He filled the roles of project manager and chief editor for Versicherungen.de and Finanzen.de until 2005. To date he has provided consulting services to over 30 insurance companies. In his work for AMC he organises around 40 events, studies and projects per year. His trade publications include ‘Marketing Online’ (the first German book on this subject), ‘Web 2.0 in the Finance Sector’ (Web 2.0 in der Finanzbranche), ‘Insurers on the Internet’ (Versicherer im Internet) and the study ‘Insurance on the Internet’ (Die Assekuranz im Internet) (published annually since 1996).

Prof. Mike Richter

Design Faculty, Darmstadt University of Applied Sciences | Co-founder icon group, banbutsu and veritas entertainment Mike Richter is professor at Darmstadt University of Applied Sciences and serial entrepreneur. He co-founded iconmobile group- an international innovation catalyst and experience creator, banbutsu- a venture specialised in the Internet of Things (IOT) and Veritas Entertainment- an esports investor. Mike has a degree in industrial design and holds a master’s degree in design planning.

Prof. Dr. Simone Roth

Professor of Marketing, Hochschule Ruhr West | Dr Simone Roth is an academic and brand researcher with many years of business experience in international brand management. She completed a doctorate on the topic of brand communication, and worked as a senior sonsultant for the renowned brand consulting firm Esch. The Brand Consultants. Subsquently. she worked as an international brand manager at Henkel before assuming the position of Head of the Executive Office in the Beauty Care division. Since September 2014 she had been the course director for the master’s programme in international brand management at Brand Academy Hamburg; since 2015 she had also been the vice president of the Academy. Since September 2018 she has been professor of marketing at the Hochschule Ruhr West in Mühlheim.

Christian Rummel

Deputy Global Head of Brand Communications & CSR, Deutsche Bank AG | Christian Rummel worked for internationally renowned advertising agencies, including Young&Rubicam, Publicis and Saatchi&Saatchi, for over 15 years. During this time he worked on projects around the globe for Coca-Cola, Hewlett-Packard, Ford, Avis, Orange and Citibank. In 2011 he joined Deutsche Bank, where he is responsible for worldwide brand communication and sponsoring as well as selected flagship projects forming part of the company's extensive social responsibility programme. He is also responsible for BrandSpace, Deutsche Bank’s multidimensional brand experience space at the group’s head office in Frankfurt. As a brand and communications expert, he has already won numerous prizes in international competitions for creative advertising.

Katrin Menne

As Global Head of Branding Katrin is responsible for the brand strategy, brand and CI management as well as brand and innovation communication at German Science & Technology Company Merck. Before changing to the corporate side she worked as a consultant for different agencies and consultancies running strategic brand and marketing projects in the areas of healthcare, technology or the furniture and interior design industry. At Merck she has been driving the digitalization of brand management and communication by developing and managing innovative thought leadership campaigns and implementing new digital platforms together with her team. She is passionate about how brands can impact and change corporate culture and has been sharing her knowledge by publishing articles on branding and communication. As an active jury member over the past years she has been judging on international and national panels such as the German Design Award, the German Digital Award or the Transform Award.

Michael Rösch

Co-Founder of TOMINO | As a designer and ambassador for holistic brand development, Michael Rösch combines change processes with appropriate employee participation. As co-founder, creative, strategist and board member of wirDesign AG - one of the top ten brand agencies in Germany - he knows what it means to build and maintain more than just a »Great place to work«. Parallel to his life's work, which he passed on to the next generation after 38 years with his co-founders, he taught Corporate Identity at the University of Applied Sciences in Potsdam for several years. He is a member of other juries (Corporate Design Preis Deutschland, Berliner Type, DDC) and today, as a certified change manager at TOMINO, he advises his clients in culture and brand-oriented change processes.

Contest classes
and categories

The German Brand Awards 2021 is divided into two contests:

»Excellent Brands« honours the best product and company brands in an industry.
»Excellence in Brand Strategy and Creation« recognises the strongest campaigns, concepts and strategies in individual disciplines.

  • »Excellent Brands«
  • honours the best product and company brands in an industry. The categories are:
  • Banking & Financial Services

    e.g. banks, building societies, credit card companies, leasing companies
  • Beauty & Care

    e.g. body care, cosmetics, wellness, hygienics
  • Building & Elements

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

    e.g. fine chemicals, specialty chemicals
  • Consumer Electronics

    e.g. entertainment electronics, TV, audio, video, photo
  • Corporate Services

    e.g. business and personnel consulting, tax consulting, lawyers, security services
  • Culture & Concerts

    e.g. orchestras, theatres, museums, theaters, shows
  • Education & Research

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

    e.g. media companies, publishers, news portals, newspapers, magazines, TV/ digital programme brands, TV/radio stations
  • Fashion

    e.g. clothing, shoes, accessories, bags and luggage
  • Fast Moving Consumer Goods

    e.g. food, beverages, drugstore articles
  • Tool & Gardening

    e.g. tools, garden equipment
  • Health & Pharmaceuticals

    e.g. hospitals, nursing homes, health services, medical technology and medical products, pharmaceuticals 
  • 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. games, toys, children's products, art and craft supplies, musical instruments
  • Kitchen & Household Appliances

    e.g. kitchen appliances, cleaning equipment, robots
  • Leisure & Crafts

    e.g. toys, art and craft supplies, musical instruments
  • Lighting

    e.g. lighting, illuminants, lighting technology
  • Logistics & Infrastructure

    e.g. utilities, power generators, logistics service providers, cable network providers
  • Luxury

    e.g. luxury articles, jewellery, watches 
  • Non-Governmental Organisation & Public Affairs

    e.g. non-profit institutions, foundations, associations, city brands, regional brands, parties
  • Office & Stationery

    e.g. paper, office supplies, stationery
  • Public Affairs, City & State

    e.g. city brands, regional brands, parties
  • Research and Development

    research institutes, foundations, universities
  • Sports & Outdoor Goods

    e.g. sports equipment and products, sports equipment clothing
  • Sports Associations & Sporting Clubs

    e.g. associations, clubs, leagues incl. e-sports, championships, tournaments
  • Telecommunications & IT

    e.g. telecommunications companies, Hardware and software manufacturers, cloud solution providers, IT service providers
  • Tourism

    e.g. hotels, tour operators, airlines, travel marketer
  • Trade Fairs & Event Locations

    e.g. trade fair companies, arenas, stadiums & venues
  • Trade, Retail & e-Commerce

    e.g. food retailing, fashion chains, web shops, comparison portals
  • Transport & Mobility

    e.g. automobility, electromobility, mobility service provider
  • ___________________________________________

  • Additional categories

  • »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
  • »Excellence in Brand Strategy and Creation«
  • honours the best projects in individual disciplines:
  • Brand Behaviour

    e.g. behaviour guidelines, employee programs, corporate fashion collections
  • Brand Communication – Ambient Media & Outdoor Advertising

    e.g. poster campaigns, outdoor installations, special advertising formats in urban living space
  • Brand Communication - Acustic & Sensoric branding

    z.B. Audio Logos, Sound Logos, Klangwelten, Earcons, Corporate Songs
  • Brand Communication – Architecture & Buildings

    e.g. brand-typical architecture of company buildings like branches, headquarters, campus
  • Brand Communication – Brand Events, Fairs & Exhibitions

    e.g. trade fair stands, pop-up stores, company anniversaries, brand experience centres
  • Brand Communication – Dialogue & CRM

    e.g. CRM programs, mailings off- and online, integrated dialog campaigns, direct marketing activities
  • Brand Communication - Digital solutions & Apps

    e.g. apps for using, controlling or accessing information about products and services
  • Brand Communication - Guerilla Marketing

    e.g. unconventional staging or placement of the advertising message
  • Brand Communication – Influencer Marketing

    e.g. sponsored contributions, co-creation, channel takeovers, product tests
  • Brand Communication – Integrated Campaign

    e.g. cross-channel, holistically implemented campaigns for brand or product communication
  • Brand Communication – Intranet & Collaboration

    e.g. intranet portals, collaboration platforms, forums and blogs
  • Brand Communication – Movies, Commercials & Virals

    e.g. corporate films, image films, TV commercials, virals
  • Brand Communication – Point of Sale

    e.g. advertising measures in retail, flagship stores, digital showrooms, franchise systems, e-shops
  • Brand Communication – Print

    e.g. advertising campaigns, annual reports, yearbooks
  • Brand Communication – Public Relations

    e.g. press conferences & events, press dialog & tools
  • Brand Communication – Social Media

    e.g. social media presence, campaigns, community management, live events
  • Brand Communication – Storytelling & Content Marketing

    e.g. magazines, blogs, podcasts, tutorials
  • Brand Communication – User experience

    e.g. holistic customer experiences, usability of products, websites or e-shops
  • Brand Communication – Web & Mobile

    e.g. company or product websites, online sales, microsites, portals
  • Brand Design - Corporate Brand

    e.g. corporate design for corporate brands
  • 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. digital business models, disruptive approaches, new product launches
  • Brand Strategy

    e.g. brand portfolio, brand architecture, brand positioning, brand partnership strategies, brand controlling
  • Branded Activities During Covid 19

    e.g. cooperation with companies or organisations, sensitisation and/or support for the population
  • Branded Corporate Social Responsibility

    e.g. social commitment, climate protection, educational work
  • Employer Branding Activities & Campaigns

    e.g. employer marketing, employer brand campaigns and events
  • Internal Branding & Brand Academies

    e.g. brand academies, internal brand communication 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

Registration and
Service fees

  • Registration Fees
  •  

     

    Submissions for »Excellent Brands« or »Excellence in Brand Strategy and Creation«:

     

    € 495,00 per submission
    € 449,00 per submission by 4 December 2020 (Early bird)

     

    All prices are per registered project/brand plus the statutory value added tax. For submissions registered after 12 February 2021 a late booking fee of €140.00 will be charged in addition to the registration fee (plus VAT).

  • Nominee Package (booking optional)
  •  

    The Nominee Package offers you a first-class opportunity to generate media attention. Promote your nomination actively in order to communicate your brand competence effectively.

    The Nominee Package lets you use the official nominee label for your communication and the application of the nominated project. You can also order various products from our Marketing Services offer, such as acrylic glass certificates and cuboids. You will also receive two personalised nominee documents. 

    € 1,950.00 plus VAT

     

  • Service Fees »Excellent Brands«
  • »Special Mention«

    The award includes:

    • Use of the respective »Special Mention« label 
    • Two personalised documents
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • Basic press work
    • Invitation to awards ceremony and German Brand Convention in Berlin

     

    € 3,350.00 per Award plus VAT

  • »Winner«

    The award includes:

    • Use of the respective »Winner« label 
    • Two personalised documents
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • industry-specific press work
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin

     

    € 3,650.00 per award plus VAT

  • »Gold«

    The award includes:

    • Use of the respective »Gold« label 
    • Two personalised documents, one prize sculpture
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Two-page feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • industry-specific and cross-industry press work
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin

     

    € 4,650.00 per award plus VAT

  • »Best of Best«

    The award includes:

    • Use of the respective »Best of Best« label 
    • Two personalised documents, one prize sculpture
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Two-page feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • Comprehensive press work with partly exclusive placements
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin, awards ceremony on stage

     

    € 6,650.00 per award plus VAT

  • Service Fees »Excellence in Brand Strategy and Creation«
  • »Special Mention«

    The award includes:

    • Use of the respective »Special Mention« label 
    • Two personalised documents
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • Basic press work
    • Invitation to awards ceremony and German Brand Convention in Berlin

     

    € 3,150.00 per Award plus VAT

  • »Winner«

    The award includes:

    • Use of the respective »Winner« label 
    • Two personalised documents
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • industry-specific press work
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin

     

    € 3,450.00 per award plus VAT

  • »Gold«

    The award includes:

    • Use of the respective »Gold« label 
    • Two personalised documents, one prize sculpture
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Two-page feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • industry-specific and cross-industry press work
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin

     

    € 4,450.00 per award plus VAT

  • »Best of Best«

    The award includes:

    • Use of the respective »Best of Best« label 
    • Two personalised documents, one prize sculpture
    • Access to our Marketing Services
    • Presentation of the brand/project in the online gallery
    • Two-page feature in the catalogue as well as a copy of documentation of the service provided (per registrant)
    • Comprehensive press work with partly exclusive placements
    • Invitation to awards ceremony and German Brand Convention in Berlin
    • Participation in the exclusive gala dinner in Berlin, awards ceremony on stage

     

    € 6,650.00 per award plus VAT

The dates of the German Brand Awards

German Brand Award 2021
26 October 2020Start of submissions
4 December 2020Closing datefor early bird
12 February 2021Closing datefor registrations
4 March 2021Jury session
June 2021Notification of the winnersin the online gallery
June 2020Award ceremonyof the German Brand Awards 2021

Fact sheet on
the competition

All information on fees and services can be found in our Fact sheet on the competition:

Fact Sheet, PDF-File