The German Brand Awards 2019 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«
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honours the best product and company brands in an industry. The categories are:
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Banking & Financial Services
e.g. banks, building societies, credit card companies, leasing companies
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Beauty & Care
e.g. body care, cosmetics, wellness, hygienics
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Building & Elements
e.g. Smart Home, building management, building materials, window and door manufacturers, construction elements, insulating material producers
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Chemical Industry
e.g. fine chemicals, specialty chemicals
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Consumer Electronics
e.g. entertainment electronics, TV, audio, video, photo
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Corporate Services
e.g. business and personnel consulting, tax consulting, lawyers, security services
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Culture
e.g. orchestras, theatres, museums
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Education
e.g. schools, universities, kindergartens, other educational institutions private or public
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Entertainment
e.g. TV show brands, digital formats, concerts, shows
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Fashion
e.g. clothing, shoes, accessories, bags and luggage
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Fast Moving Consumer Goods
e.g. food, beverages, drugstore articles
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Gardening & Tools
e.g. garden tools, garden furniture, tools
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Health & Pharmaceuticals
e.g. hospitals, nursing homes, health services, medical technology and medical products, pharmaceuticals
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Heating & Bathroom
e.g. heating, air-conditioning and energy technology, bathrooms and sanitary facilities
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Industry, Machines & Engineering
e.g. industry 4.0, machinery & plant construction, machine tools, industrial components, construction machinery
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Insurance
e.g. insurance companies, statutory health insurance funds, insurance brokers
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Interior & Living
e.g. furniture, home textiles, floor coverings
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Kids & Toys
e.g. games, toys, children's products
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Kitchen & Household Appliances
e.g. kitchen appliances, cleaning equipment, robots
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Leisure & Crafts
e.g. toys, art and craft supplies, musical instruments
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Lighting
e.g. lighting, illuminants, lighting technology
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Logistics & Infrastructure
e.g. utilities, power generators, logistics service providers, cable network providers
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Luxury
e.g. luxury articles, jewellery, watches
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Media & Publishing
e.g. media companies, publishers, TV stations, radio stations, news portals, YouTube channels, newspapers, magazines
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Non-Governmental Organisation
e.g. charitable institutions, foundations, associations
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Office & Stationery
e.g. paper, office supplies, stationery
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Public Affairs, City & State
e.g. city brands, regional brands, parties
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Research and Development
research institutes, foundations, universities
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Sports & Outdoor Goods
e.g. sports equipment and products, sports equipment clothing
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Sports Associations & Sporting Clubs
e.g. associations, clubs, leagues incl. e-sports, championships, tournaments
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Telecommunications & IT
e.g. telecommunications companies, Hardware and software manufacturers, cloud solution providers, IT service providers
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Tourism
e.g. hotels, tour operators, airlines, travel marketer
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Trade Fairs & Event Locations
e.g. trade fair companies, arenas, stadiums & venues
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Trade, Retail & e-Commerce
e.g. food retailing, fashion chains, web shops, comparison portals
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Transport & Mobility
e.g. automobility, electromobility, mobility service provider
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Additional categories
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»Brand Innovation of the Year«
Best brand innovation
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»Corporate Brand of the Year«
Best corporate brand
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»Digital Brand of the Year«
best digital brand
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»Employer Brand of the Year«
Best employer brand
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»Newcomer Brand of the Year«
Best start-up
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»Product Brand of the Year«
Best product brand
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»Service Brand of the Year«
Best service brand
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»Sustainable Brand of the Year«
Most sustainable brand
- »Excellence in Brand Strategy and Creation«
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honours the best projects in individual disciplines:
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Brand Strategy
e.g. brand portfolio, brand architecture, brand positioning, brand partnership strategies, brand controlling
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Brand Design
e.g. corporate design, product design
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Employer Branding Activities & Campaigns
e.g. employer marketing, employer brand campaigns and events
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Internal Branding & Brand Academies
e.g. brand academies, internal brand communication concepts, internal communication, e-learning offers
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Brand Behaviour
e.g. behaviour guidelines, employee programs, corporate fashion collections
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Brand Communication – Ambient Media & Outdoor Advertising
e.g. poster campaigns, city light, special advertising forms
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Brand Communication - App
e.g. apps
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Brand Communication – Architecture & Buildings
e.g. brand-typical architecture of company buildings
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Brand Communication – Brand Events, Fairs & Exhibitions
e.g. trade fair stands, pop-up stores, company anniversaries, brand experience centres
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Brand Communication – Business Model & Product Innovation
e.g. digital business models, disruptive approaches, new product launches
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Brand Communication – Dialogue & CRM
e.g. CRM programs, mailings off- and online, integrated dialog campaigns, direct marketing activities
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Brand Communication – Influencer Marketing
e.g. influencer campaigns
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Brand Communication – Integrated Campaign
e.g. image campaigns, product campaigns
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Brand Communication – Intranet & Collaboration
e.g. intranet portals, collaboration platforms, forums and blogs
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Brand Communication – Movies, Commercials & Virals
e.g. corporate films, image films, TV commercials, virals
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Brand Communication - Online shop
e.g. online shops
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Brand Communication – Point of Sale
e.g. flagship stores, franchise concepts, branch systems, individual shops, digital showrooms, e-shops
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Brand Communication – Print
e.g. advertising campaigns, annual reports, yearbooks
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Brand Communication – Public Relations
e.g. press conferences & events, press dialog & tools
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Brand Communication – Social Media
e.g. activities and campaigns for e.g. Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, Snapchat
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Brand Communication – Storytelling & Content Marketing
e.g. content marketing
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Brand Communication – User experience
e.g. holistic customer experiences, HMI, interfaces
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Brand Communication – Web & Mobile
e.g. company or product websites, microsites, portals, magazines, blogs
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Additional categories
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»Agency of the Year«
Best agency
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»Brand Experience of the Year«
Best brand experience
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»Brand Effect of the Year«
Project with the best effect
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»Lighthouse Project of the Year«
Project with the greatest radiance
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»Employer Branding Project of the Year«
Best employer brand