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 Award
  •  

    On an ongoing basis, the German Design Council nominates companies that have attracted attention through effective brand work, independent projects and extraordinary campaigns. In addition, companies have the opportunity to submit projects and campaigns directly and self-initiated to the award. After a review by our expert panels, you will receive written notification from the German Design Council stating 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-admission, you will also receive notification and no costs will be incurred.

    The following information is requested in the »My Design Council« registration portal:

    • Brand name / project name (+ specification)
    • Description text German / English (maximum 500 characters)
    • Website, date of market launch
    • Details of company / client or agency / implementation
    • Categories and possible additional categories
    • Invoice address
    • Optional booking of the Nominee Package
    • Image of the brand / project (minimum 1, maximum 5)

    After successful registration you will receive a confirmation of the registration as well as an invoice for the registration fees. In case of an award, mandatory service fees for the services included in the benefit package will apply. For detailed information, please see pages 19 to 23.

  • 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 18 February 2022.

    A guide to preparing your submission can be found here.

  • 3. Judging
  •  

    The judging will take place at the beginning of March 2022 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 2022. The legal process is excluded.

  • 4. Awards Ceremony and German Brand Convention
  •  

    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 2022. 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 2022.

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 Herrmann, 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 icon 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. 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.

Disciplines
and categories

To accommodate the diversity of submissions, the German Brand Awards offer a range of categories divided into two disciplines that can be selected during registration. #

 

»Excellent Brands«

 

This discipline takes a holistic view on brands and assesses the brand management of product and corporate brands within their competitive environments with each other. The categories are therefore divided into sectors and industries.

 

»Excellence in Brand Strategy and Creation«

 

This discipline evaluates the quality of individual core elements of brand work and, for example, compares trade show booths with other trade show booths across industries. The categories are therefore divided into extracts from individual specialist disciplines.

 

Additional categories

 

In addition, awards will be given in 15 additional categories across all disciplines. The best entries in each of the additional categories will be awarded on stage, giving them particularly high visibility. When registering for the award, up to three categories and up to three additional categories can be selected per brand / project in order to increase the chances of receiving an award. The registration fees are to be paid only once.

 

  • Categories of »Excellent Brands«
  • Banking & Financial Services

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

  • Beauty & Care

    e.g. body care, cosmetics, wellness, hygienie

  • 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

  • Fashion

    e.g. clothing, shoes, accessories, bags and luggage

  • Fast Moving Consumer Goods

    e.g. food, beverages, drugstore items

  • 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

  • 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 & Entertainment

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

  • 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

  • Sports & Outdoor Goods

    e.g. sports equipment and products, sportswear

  • 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

  • Tool & Gardening

    e.g. tools, garden tools

  • 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
  • Categories of »Excellence in Brand Strategy and Creation«
  • Brand Behaviour

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

  • 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 Events

    e.g. company anniversaries, launch events

  • Dialogue & CRM

    e.g. CRM programs, mailings off- and online, integrated dialog campaigns, direct marketing activities

  • Digital solutions & Apps

    e.g. digital applications, apps

  • Fairs & Exhibitions

    e.g. exhibition stands, pop-up stores, brand experience centres

  • Guerilla Marketing

    e.g. unconventional staging or placement of the advertising message

  • Influencer Marketing

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

  • Classic Campaign

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

  • 360° Campaign

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

  • Digital Campaign

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

  • Intranet & Collaboration

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

  • Movies, Commercials & Virals

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

  • Online shop

    e.g. online stores, online configurators

  • Point of Sale

    e.g. promotional measures in retail, flagship stores, digital showrooms, franchise systems

  • Print

    e.g. advertising campaigns, annual reports, yearbooks

  • Public Relations

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

  • Social Media

    e.g. activities and campaigns for Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, Snapchat

  • 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

  • Corporate Brand

    e.g. corporate design for corporate brands

  • Packaging

    e.g. innovative use of materials, differentiated design

  • Product Brand

    e.g. corporate design for product brands

  • Product Design

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

  • Brand Digitalization

    e.g. augmented / virtual reality, branded service digitalizations

  • Brand Innovation & New Business Models

    e.g. digital business models, disruptive approaches, new product launches

  • Brand Strategy > B2B

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

  • Brand Strategy > B2C

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

  • Branded Activities During Covid 19

    e.g. cooperation with companies or organizations, sensitization and/or support of 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 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

Registration and
Service fees

  • Registration Fees
  •  

    Registration fees

    Early Bird registration until 03 December 2021: € 449.00
    Regular registration: € 495.00
    Last Call registration after 11 February 2022: € 495.00 + € 140.00

    All prices are valid per registered brand / project and plus the legally valid value added tax.

  • Nominee Package (booking optional)
  •  

    Already a participation in the German Brand Awards is a first occasion for communication, with which you can generate media attention for your extraordinary achievements.

    Benefits and services for nominees

    By registering for the award, you already have the first-class opportunity to book our Nominee Package and thus effectively communicate your brand competence. The Nominee Package includes the following tools for your communication:

    • The official Nominee label for print and web applications
    • Two personalized Nominee documents
    • Text modules/templates for your own press releases
    • Access to Marketing Services products, exclusively for nominees

     

    Fees for the optional Nominee Package

    Booking Nominee Package: € 1,950.00

    Available for booking directly at the online registration for the award or by the end of April 2022 via the corresponding form. All prices are valid per registered brand / project and plus the legally valid value added tax.

     

  • Service Fees
  • »Special Mention«

    The award includes:

    • Labels - Use of the »Special Mention« label for print and web applications
    • Documents - Two personalized documents in a high quality frame
    • Online Galery - Presentation of the brand/project in the online gallery with linking
    • Marketing Services - Access to our Marketing Services
    • Social Media Ad - Targeted ad on Facebook or Instagram with linking
    • Individual Clips - Short clips to introduce the project/brand suitable for social media
    • Presswork - Press work related to the German Brand Awards
    • Communication Tools - Whitepaper and template for own press activities
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin for two persons
    • Press Photos - Professional photos in front of the photo wall
    • German Brand Convention - Invitation to the German Brand Convention for two persons

     

    € 3,350.00 per Award plus VAT

  • »Winner«

    The award includes:

    • Labels - Use of the »Winner« label for print and web applications
    • Documents - Two personalized documents in a high quality frame
    • Online Galery - Presentation of the brand/project in the online gallery with linking
    • Marketing Services - Access to our Marketing Services
    • Social Media Ad - Targeted ad on Facebook or Instagram with linking
    • Individual Clips - Short clips to introduce the project/brand suitable for social media
    • Presswork - Industry-selected press work related to the German Brand Awards
    • Communication Tools - Whitepaper and template for own press activities
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin for two persons
    • Press Photos - Professional photos in front of the photo wall
    • German Brand Convention - Invitation to the German Brand Convention for two persons

     

    € 3,650.00 per Award plus VAT

  • »Gold«

    The award includes:

    • Labels - Use of the »Gold« label for print and web applications
    • Documents - Two personalized documents in a high quality frame
    • Online Galery - Presentation of the brand/project in the online gallery with linking
    • Marketing Services - Access to our Marketing Services with exclusive items
    • Social Media Ad - Targeted ad on Facebook or Instagram with linking and increased playout
    • Individual Clips - Short clips to introduce the project/brand suitable for social media
    • Presswork - Industry-selected and cross-industry press work related to the German Brand Awards
    • Communication Tools - Whitepaper and template for own press activities
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin for two persons
    • Press Photos - Professional photos in front of the photo wall
    • German Brand Convention - Invitation to the German Brand Convention for two persons as well as the option to be a speaker
    • Award Trophy - High quality trophy with »Gold« label
    • Jury Statement - Statement of the jury in German and English for own use

     

    € 4,650.00 per Award plus VAT

  • »Best of Best«

    The award includes:

    • Labels - Use of the »Best of Best« label for print and web applications
    • Documents - Two personalized documents in a high quality frame
    • Online Galery - Presentation of the brand/project in the online gallery with linking and prominent placement
    • Marketing Services - Access to our Marketing Services with exclusive items
    • Social Media Ad - Targeted ad on Facebook, Instagram and LinkedIn with linking and increased playout
    • Individual Clips - Short clips to introduce the project/brand suitable for social media as well as stage clip from the handover
    • Presswork - Comprehensive presswork with partially exclusive placements
    • Communication Tools - Whitepaper and template for own press activities
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin for two persons
    • Press Photos - Professional photos in front of the photo wall as well as stage photos
    • German Brand Convention - Invitation to the German Brand Convention for two persons as well as the option to be a speaker
    • Award Trophy - High quality trophy with the »Best of Best« label» and handover on stage
    • Jury Statement - Statement of the jury in German and English for own use

     

    € 6,650.00 per Award plus VAT

The dates of the German Brand Awards

German Brand Award 2022
25 October 2021Start of submissions
3 December 2021Closing datefor early bird
11 February 2022Closing datefor registrations
3 March 2022Jury session
16 March 2022Notification of the winnersin the online gallery
9 June 2022Award ceremonyof the German Brand Awards 2022

Fact sheet on
the Award

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

Fact Sheet, PDF-File