Your participation at the
German Brand Awards

 

 

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.

 

Would you like to be part of it in 2024?

 

Log in to our portal My Design Council and submit your project. You don't have all the submission documents and data prepared yet? No problem! You can also use the portal to orientate yourself first and finalise your submission at a later stage.

 

REGISTER NOW!

 

  • 1. Delivery of Submission
  •  

    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 2024.

    A guide to preparing your submission can be found here: SUBMISSION GUIDELINE

    Best practice examples: BEST PRACTICE 1 / BEST PRACTICE 2

     

  • 2. The Judging
  •  

    The judging will take place at the beginning of March 2024 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 2024. The legal process is excluded.

  • 3. The 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 2024. 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 2024.

Fact sheet on the Award 2024

 

 

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

 

Fact Sheet German Brand Award 2024 (PDF)

 

The judges 2024

Rainer Busch

Director of Brand Management at Bosch Home Comfort (ex Bosch Thermotechnik) | Rainer Busch has already worked in various positions within the Bosch Group. He had an important role in product management in the Power Tools division, was project manager for brand strategy at Bosch Home Comfort and has been director of brand management there since 2016. In this position, he is responsible for the brand portfolio strategy and the global management of the Bosch brand. In addition, he is also in charge of marketing in the German market.

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.

Prof. Dr. Andrea Giuffredi-Kähr

Assistant Professor of Marketing in the Digital Economy, University of Zurich | Andrea Giuffredi-Kähr works at the Department of Business Administration, University of Zurich. Her research focuses on brand management and consumer-brand relationships, in particular how digitalisation affects these areas and its impact on marketing management. Ms Giuffredi-Kähr regularly publishes research results in renowned international journals.

Marco-Paul de Jeu

Co-Founder & Strategy Director, CapeRock & Kabood.io. | With a background and expertise in Marketing & Branding, Marco-Paul de Jeu started his career after obtaining a degree in Business Administration. He started his professional journey as Brand Manager for Northern Europe at Foot Locker Europe. He then moved to MTV Benelux as Marketing Director Benelux. At MTV he gained deep insights into TV and media branding and motion design, which sparked his interest in the evolution of media and entertainment brands. This experience paved the way for his entrepreneurial venture in 2008. He currently heads two thriving media companies in collaboration with two business partners. CapeRock, located in Amsterdam, stands out as a motion branding agency utilising strategy, design, motion, and music to set brands in motion, enhancing their performance across all media. Notable clients include companies such as Netflix, RTL, ZDF, Sunweb, VodafoneZiggo, NPO, and Storytel. Kabood.io is a purpose-built platform developed for marketing teams to unlock the full potential of their brands and streamline their workflows. The platform simplifies the management and sharing of brands. Kabood.io has a user base that includes companies such as Warner Bros. Discovery, Paramount, Barentz, Cliq Digital and NPO.

Roman Jud

Chief Marketing Officer, Saxenhammer & Co. | Roman Jud has more than 25 years of experience in international marketing positions, including as Managing Director and founder of Heimat, We Are Social and Granny. During his time at Heimat Berlin, the Swiss native founded Heimat Zürich and proved his entrepreneurial skills in successfully building the agency. Most recently, Roman was Chief Commercial Officer at United Games, where he was responsible for marketing, e-commerce & design and also established the office in Berlin. At his numerous stations in London, Berlin and Zurich, he has served a broad spectrum of clients from the financial, entertainment, telecommunications, automotive, craft and FMCG sectors and received international efficiency and creativity awards for his work. Roman is also involved in award juries such as the Effie and Smarties and serves as an advisory board member, sharing his expertise with other executives.

Katrin Menne

Head of Brand & Research, Commerzbank | Katrin Menne studied graphic design as well as design theory and management at the Academy of Visual Arts Leipzig, the Rietveld Academy Amsterdam and the Academy of Design Pforzheim. She then worked as a management consultant in the field of brand strategy and management for various agencies and consultancies, looking after clients ranging from SMEs to blue chip corporations. Between 2017 and 2021, she led the brand communication and design team at the science and technology company Merck as Head of Branding. Since 2021, she has been responsible for brand management and group-wide market research at Commerzbank as Head of Brand & Research.

Günter Moeller

Geschäftsführer, hm+p Herrmann, Moeller + Partner | Studium der Wirtschaftswissenschaften sowie des Industriedesigns an der Universität Kassel. Nach dem Studium in verschiedenen leitenden Funktionen der Industrie und Beratungsbranche tätig. Seit 2003 betreibt Günter Moeller gemeinsam mit Dr. Christoph Herrmann das Beratungsunternehmen Herrmann, Moeller + Partner mit Sitz in München. Er ist ausgewiesener Experte im Bereich der markenorientierten Unternehmensentwicklung hat im Laufe seiner Beratungstätigkeit für eine Vielzahl nationaler und internationaler Markenunternehmen gearbeitet. Darüber hinaus hat er zahlreiche Fachbeiträge zu Fragen der Markenführung, des Innovations- und Designmanagements veröffentlicht.

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).

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.

Prof. Ute Röseler

Professorship for Brand Communication, Brand University of Applied Sciences Hamburg | Prof. Ute Röseler worked in internationally active branding agencies such as Interbrand and Landor. She was responsible for projects in brand management and brand design for companies in the service, health, fashion and mobility sectors, among others. She has lectured at various universities in Egypt, China and Germany. As a consultant, she supports companies in brand building, design and communication and develops projects in the field of culture and innovation. Since 2016, Ute Röseler has been a professor for brand communication at the Brand University of Applied Sciences in Hamburg. Here she further developed the bachelor's program Brand Management as Program Director from 2017-2020. From 2018-2020, she strengthened the university in her position as Vice-President Education. Since October 2020, she has been concentrating fully on teaching and research again.

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

Head of Brand Management, 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.

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, one category and up to three additional categories can be selected per brand / project to increase the chances of winning an award. The registration fees are to be paid only once.

 

  • 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

Fees 2024

 

 

Here you will find an overview of registration and service fees.

 

  • Registration Fees*
  •  

    Registration fees

    Early Bird registration until 1 December 2023: € 449.00
    Regular registration: € 495.00
    Last Call registration after 16 February 2024: € 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: Nominee Package 2023 EUR 1,950.00
    Available for booking directly at the online registration for the award or by the end of April 2023 via the corresponding form. All prices are valid per registered brand / project (plus the legally valid value added tax).
    Booking: Either directly during the online registration for the Award or afterwards until the end of April 2023 via an extra online form.

    Download all information on the German Brand Award Nominee Package 2024:

    FACT SHEET (PDF)

  • Your service packages and 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 gallery - Presentation of the brand/project in the online gallery with linking
    • Communication Tools - Whitepaper and template for own press activities
    • Marketing Services - Access to additional Marketing Services
    • Press work - Press work related to the German Brand Awards
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin
    • German Brand Convention - Invitation to the German Brand Convention
    • Press Photos - Professional photos in front of the photo wall

     

    € 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 gallery - Presentation of the brand/project in the online gallery with linking
    • Jury statement - Statement of the jury in German and English for own use
    • Communication Tools - Whitepaper and template for own press activities
    • Marketing Services - Access to additional Marketing Services
    • Press work - Press work related to the German Brand Awards
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin
    • German Brand Convention - Invitation to the German Brand Convention
    • Press Photos - Professional photos in front of the photo wall
    • Individual clips - Short clips about the project/brand suitable for social media

     

    € 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 gallery - Presentation of the brand/project in the online gallery with linking
    • Jury statement - Statement of the jury in German and English for own use
    • Communication Tools - Whitepaper and template for own press activities
    • Marketing Services - Access to additional Marketing Services
    • Press work - Press work related to the German Brand Awards
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin
    • German Brand Convention - Invitation to the German Brand Convention
    • Press Photos - Professional photos in front of the photo wall
    • Individual clips - Short clips about the project/brand suitable for social media
    • Social media add - Targeted ad on Facebook or Instagram with linking
    • Award trophy - High quality award trophy with »Gold« label

     

    € 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 gallery - Presentation of the brand/project in the online gallery with linking
    • Jury statement - Statement of the jury in German and English for own use
    • Communication Tools - Whitepaper and template for own press activities
    • Marketing Services - Access to additional Marketing Services
    • Press work - Press work related to the German Brand Awards
    • Award Show & Gala Dinner - Invitation to the Award Show in Berlin
    • German Brand Convention - Invitation to the German Brand Convention
    • Press Photos - Professional photos in front of the photo wall
    • Individual clips - Short clips about the project/brand suitable for social media
    • Social media add - Targeted ad on Facebook or Instagram with linking
    • Award trophy - High quality award trophy with »Best of Best« label
    • Handover on stage - The award handover will take place on stage during the award show

     

    € 6,650.00 per Award plus VAT

  • Grant program
  •  

    The German Design Council offers all small businesses, freelancers and start-ups the opportunity to be exempted from the service fees for winners by applying for funding. The exemption is granted after an examination of the economic circumstances.

    Requirements
    The prerequisite is that the annual sales in each of the last two years (2021 and 2022) did not exceed € 50,000.00.

    Application
    The application must be submitted via the online form by 9 Febuary 2024 (receipt by the German Design Council).

    to the funding application form

Dates | German Brand Awards 2024

26 October 2023Start of submissions
1 December 2023Closing datefor early bird
23 February 2024Registration deadline extended!to 23 February 2024
7 March 2024Jury session
End of March 2024Notification of the winnersin the online gallery
13 June 2024Award ceremonyof the German Brand Awards 2024 and publication of the winners gallery