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 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 17 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 21 February 2020.

  • 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 2020 will be conferred in Berlin in June 2020. At the German Brand Convention, the current brand management issues will be discussed with selected prize winners.

The judges

Dr. Saskia Diehl

Managing Director, 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.

Lutz Dietzold

Managing Director, German Design Council | Lutz Dietzold (52) has been managing director of the German Design Council in Frankfurt am Main since 2002. He studied art history, classical archaeology and German language and literature in Frankfurt. After working freelance for national and international clients in the field of design communication, he worked as Managing Director of the German Association of Craftsmen in Hesse (Deutscher Werkbund Hessen) in Frankfurt from 1999 to 2001. He was Managing Director and Technical Manager of the Hesse Design Centre from 2006 to 2010, and was responsible for the strategic realignment of design promotion during this time. Since 2011 he has been Deputy Chairman of the German Design Museum Foundation. Lutz Dietzold publishes articles on a regular basis and gives national and international lectures on a variety of topics relating to design. Since 2012 he has also been a member of the project advisory board for the German Federal Ecodesign Award of the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety.

Andrej Kupetz

Executive Director, German Design Council | Andrej Kupetz (50) has been the executive director of the German Design Council in Frankfurt am Main since 1999. He studied industrial design, philosophy and product marketing in Berlin, London and Paris. In 1997, after holding various positions in design management and university liaison, he joined Deutsche Bahn AG, where he was responsible for brand management in the DB Group and for the implementation of various corporate design processes. Andrej Kupetz is a member of the advisory board for the Design Management Institute in Boston. Since 2011, he has been a member of the Advisory Board of Offenbach University of Art and Design (Hochschule für Gestaltung Offenbach/Main). That same year, the European Commission appointed him to the European Design Leadership Board. He is married and has three sons.

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

Professor of Strategy and Design Process Planning, Co-founder of iconmonile GmbH | Mike Richter is a Vice Dean in the internationally acclaimed design department at the Darmstadt University of Applied Sciences in the Mathildenhöhe district of Darmstadt. He is also co-founder of the iconmobile group, an international consulting firm for design, marketing and innovation, as well as the IoT company banbutsu. Richter left MetaDesign in 2001 to launch and manage the mobile communications enterprise Lost Boys/Iconmedialab Group, in partnership with Thomas Fellger. This initiative led to the founding of iconmobile in 2003. Richter studied in Germany, England and Denmark, and holds a degree in industrial design. He also has a master’s degree in design planning from the IIT Institute of Design in Chicago.

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.

Contest classes
and categories

The German Brand Awards 2020 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

    e.g. orchestras, theatres, museums
  • Education

    e.g. schools, universities, kindergartens, other educational institutions private or public
  • Entertainment

    e.g. TV show brands, digital formats, concerts, shows
  • Fashion

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

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

    e.g. garden tools, garden furniture, tools
  • 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
  • Kids & Toys

    e.g. games, toys, children's products
  • 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 
  • Media & Publishing

    e.g. media companies, publishers, TV stations, radio stations, news portals, YouTube channels, newspapers, magazines
  • Non-Governmental Organisation

    e.g. charitable institutions, foundations, associations
  • 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 Design

    e.g. corporate design, product design
  • Brand Digitalization

    e.g. digital brand experiences
  • Brand Communication – Business Model & Product Innovation

    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
  • 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

  • Brand Communication - Acustic & Sensoric branding

    z.B. Audio Logos, Sound Logos, Klangwelten, Earcons, Corporate Songs
  • Brand Communication – Ambient Media & Outdoor Advertising

    e.g. poster campaigns, city light, special advertising forms
  • Brand Communication – Architecture & Buildings

    e.g. brand-typical architecture of company buildings
  • 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. digital solutions, apps
  • Brand Communication – Influencer Marketing

    e.g. influencer campaigns
  • Brand Communication – Integrated Campaign

    e.g. image campaigns, product campaigns
  • 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. flagship stores, franchise concepts, branch systems, individual shops, digital showrooms, 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. activities and campaigns for e.g. Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, Snapchat 
  • Brand Communication – Storytelling & Content Marketing

    e.g. content marketing
  • Brand Communication – User experience

    e.g. holistic customer experiences, HMI, interfaces
  • Brand Communication – Web & Mobile

    e.g. company or product websites, microsites, portals, magazines, blogs
  • ___________________________________________

  • Additional categories

  • »Agency of the Year«

    Best agency
  • »Brand Experience of the Year«

    Best brand experience
  • »Brand Effect of the Year«

    Project with the best effect
  • »Lighthouse Project of the Year«

    Project with the greatest radiance
  • »Employer Branding Project of the Year«

    Best employer brand
  • »Brand Strategy of the Year«

    beste Markenstrategie
  • »Brand Innovation of the Year«

    best brand innovation

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 6 December 2019 (Early bird)

    All prices are per registered project/brand plus the statutory value added tax. For submissions registered after 14 February 2020 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 Awards 2020
6 December 2019 Closing date for early bird
14 February 2020 Closing date for registrations
21 February 2020 Submission dealine of digital entries
5 March 2020 Jury session
18 June 2020 Notification of jury's results
18 June 2020 Award ceremony in Berlin and puplication of the catalogue/online gallery

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, 1,8 MByte