Barbara Schöneberger receives the “Best Brand Personality 2016” award at the Brand Awards. The brand award, which is presented by the absatzwirtschaft – magazine for marketing and the German Marketing Association, stands for excellent brand management.

After Michael Bully Herbig received an award last year, the presenter and entertainer Barbara Schöneberger will now be honored as a brand on March 14, 2017 in the Düsseldorf Capitol. In Germany there is currently no more prominent and popular celebrity and moderator brand. With the “Barbara” magazine launched in autumn 2015, it has also established itself as a successful print brand.

“Barbara Schöneberger is absolutely an exciting case”

The jury of the brand award has therefore decided to award Barbara Schöneberger the best brand personality of 2016. “Barbara Schöneberger is absolutely an exciting case for those responsible for marketing. The transfer of your brand from TV to print with your own magazine has worked. Your brand attributes are relaxed, quick-witted, funny, reliable, intelligent and charming, ”emphasizes Christian Thunig, jury chairman and editor-in-chief of the marketing magazine absatzwirtschaft. According to the Human Band Index, their popularity is an unbeatable 95 percent and two thirds of Germans find them likeable. It is therefore clear that, as a prominent personality, she currently only has to fear competition from the international environment.

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Moderation is no longer enough for her

Until the end of 2015, she was primarily a presenter: She has been in front of the camera since 1998 and currently hosts the NDR Talk Show every other week together with Hubertus Meyer-Burckhardt. Four times a year she also performs the game show Die 2 – Gottschalk & Jauch gegen alle on RTL. She describes herself as “Award Babsi”. At events such as the Echo Awards or the preliminary decision for the Eurovision Song Contest or the German TV Prize, which she will host again in February, she has become indispensable. This work again brought her many prizes in 2016: including the “German TV Prize”, the Austrian film and TV prize “Romy” and the “Goldene Henne” – all of them audience prizes that underpin her great popularity.

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But moderation is no longer enough for her. In autumn 2015 she breathed life into a print magazine under her brand. The Hamburg publisher Gruner + Jahr is bringing out a women’s magazine with her that bears her name: “Barbara”. This is unique in Germany to date. And it not only gives the name, but as Editor at Large is also regularly on site on Fridays at the editorial conferences in Hamburg, thus actively shaping the brand image of the publication. Gruner + Jahr reports an average of 110,000 to 120,000 copies sold per issue for the magazine launched in October 2015. A veritable success when you consider how difficult it has become to found magazines. The model was the magazine “O” from the USA. It has sold millions for 15 years and is named after the US presenter Oprah Winfrey.

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Brand manufacturers want to benefit from the celebrities and are therefore queuing up: Since 2008, they have been promoting Homann’s delicatessen salads, for two years for Oral-B, and since 2015 for Garnier Nutrisse. She has also advertised Renault and Procter & Gamble. She was an action ambassador for the cooperation between the diaper brand Pampers and Unicef.

Barbara Schöneberger will receive the award on March 14th in the Düsseldorf Capitol as part of the Brand Award. Michael Bully Herbig will give the laudation.


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