Three categories covering all
aspects of brand management.

• Excellence in Branding
• a cross-sectoral award covering the following categories:

• Brand Extension of the Year

• Brand Innovation of the Year

• Corporate Brand of the Year

• Digital Brand of the Year

• Digital Transformation of the Year

• Employer Brand of the Year

• Newcomer Brand of the Year

• Product Brand of the Year

• Sustainable Brand of the Year

• Service Brand of the Year

• Industry Excellence in Branding
• recognises the best product and company brands within in a particular industry. The categories include:

• Banking & Financial Services

  banks, building societies, credit card companies, leasing companies

• Beauty & Care

  personal care, cosmetics, wellness, hygiene

• Building & Elements

  smart home, facility management, building materials, window and door manufacturers, building components, insulation materials

• Chemical Industry

  fine chemistry, speciality chemicals

• Consumer Electronics

  entertainment electronics, TV, audio, video, photography

• Corporate Services

  corporate and HR consulting, tax consulting, lawyers, security services

• Culture

  Orchestras, theatres, museums

• Education

  schools, universities, preschools, other public or private teaching institutions

• Entertainment

  TV programme brands, digital formats, concerts, shows

• Fashion

  clothing, shoes, accessories, bags and suitcases

• Fast Moving Consumer Goods

  food, beverages, pharmacy goods

• Gardening & Tools

  garden equipment, garden furniture, tools

• Health & Pharmaceuticals

  hospitals, nursing homes, health providers, medical devices and technology, pharmaceuticals

• Heating & Bathroom

  bathroom and sanitary installations, heating, air conditioning and energy technology

• Industry, Machines & Engineering

  Industry 4.0., machines and plant construction, machine tools, industry components, construction machinery

• Insurance

  insurance companies, providers of statutory health insurance, insurance brokers

• Interior & Living

  furniture, household textiles, floor coverings

• Kids & Toys

  games, toys, children's products

• Kitchen & Household Appliances

  kitchen equipment, cleaning equipment, robots

• Leisure & Crafts

  toys, art and craft supplies, musical instruments

• Lighting

  lighting, lamps, lighting technology

• Logistics & Infrastructure

  utility companies, power generators, logistics services, cable network providers

• Luxury

  luxury goods, jewellery, watches

• Media & Publishing

  media companies, publishers, TV broadcasters, radio broadcasters, news portals, YouTube channels, newspapers, magazines

• Non-Governmental Organization

  not-for-profit organisations, foundations, associations

• Office & Stationery

  paper, stationery, office supplies

• Public Affairs, City & State

  city brands, regional brands, parties

• Research and Development

  research institutes, foundations, universities

• Sports Associations & Sporting Clubs

  associations, clubs, leagues including eSports, championships, tournaments

• Sports & Outdoor Activities

  sports clothing, products and equipment

• Telecommunications & IT

  telecommunications companies, hardware and software manufacturers, cloud solutions providers, IT service providers

• Tourism

  hotels, tour operators, airlines, travel marketers

• Trade Fairs & Event Locations

  trade fair operators, arenas, stadiums and event venues

• Trade, Retail & e-Commerce

  food retailers, fashion chains, online stores, comparison portals

• Transport & Mobility

  automobility, electromobility, mobility service providers

• Excellence in Brand Strategy, Management and Creation
• recognises top achievers in the individual disciplines. Categories include:

• Brand Behaviour

  codes of conduct, staff programmes, corporate fashion collections

• Brand Creation – Ambient Media & Outdoor Advertising

  poster campaigns, City Light, special forms of advertising

• Brand Creation – Architecture & Buildings

  expression of the company brand in the architecture of its buildings

• Brand Creation – Brand Experience, Fairs & Exhibitions

  trade fair stands, pop-up stores, company anniversaries, brand experience centres

• Brand Creation – Business Model & Product Innovation

  digital business models, disruptive approaches, new product launches

• Brand Creation – Dialogue & CRM

  CRM programmes, on- and off-line mailings, integrated dialogue campaigns, direct marketing activities

• Brand Creation – Influencer Marketing

  influencer campaigns

• Brand Creation – Integrated Campaign

  image campaigns, product campaigns

• Brand Creation – Intranet & Collaboration

  Internet portals, collaboration platforms, forums and blogs

• Brand Creation – Movies, Commercials & Virals

  company films, image films, TV spots, virals

• Brand Creation – Point of Sales

  flagship stores, franchise concepts, branch systems, individual transactions, digital showrooms, eShops

• Brand Creation – Print

  poster campaigns, business reports, yearbooks

• Brand Creation – Public Relations

  press conferences and events, press dialogue and tools

• Brand Creation – Social Media

  social media activities and campaigns, e.g. on Facebook, Twitter, LinkedIn, Instagram, Pinterst, Youtube, Snapchat

• Brand Creation – Storytelling & Content Marketing

  content marketing

• Brand Creation – User experience

  holistic customer experiences, HMI, interfaces

• Brand Creation – Web, Mobile und App

  company or product website, microsite, portal, magazine, blogs, apps

• Brand Design

  corporate brand, product brand

• Brand Strategy

  brand portfolio, brand architecture, brand positioning, brand cooperation strategies, brand controlling

• Employer Branding Activities & Campaigns

  recruiting, employer brand campaigns and events

• Internal Branding & Brand Academies

  brand academies, internal brand communication concepts, internal communication, eLearning courses