Germany’s most successful brands were honored with the Best Brands Award yesterday in Munich: The winning title in the category “Best Corporate Brand International” – this category was examined for the first time – went to the car manufacturer BMW. Apple secured first place in the “Best Product Brand” category. HTC won in the “Best Growth Brand” category. The award in this year’s special category “Best Retailer Non-Food” went to Amazon. Consumers themselves decided on the winners – as part of a study by the Society for Consumer Research (GfK). More than 600 invited guests from business, trade and the media followed the opening address by former Foreign Minister Joschka Fischer and the award ceremony in the ballroom of the Bayerischer Hof in Munich.

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The automobile manufacturer BMW was able to secure first place in the category “Best Corporate Brand International” – ahead of the brands Audi (2nd place) and Volkswagen (3rd place), which are also from the automotive sector. The reputation of domestic companies in Germany as well as in the most important export countries of the five most important economic areas North America, Latin America, Europe, Russia and Asia was measured. Apple won in the “Best Product Brand” category. The brand has moved from zero to first in this category. Behind Apple are the brands Nivea (2nd place) and Miele (3rd place), which have already taken 2nd (Miele) and 3rd place (Nivea) in the past two years.

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HTC also went from zero to first and received a Best Brands Award for the first time this year. The mobile phone brand won the “Best Growth Brand” category. Brand new in the ranking is the Aperol brand. Apple, last year’s winner in this category, is third this time. This year’s special category “Best decision-maker brand in the non-food retailer brand” category is headed by Amazon. The Internet mail order company was able to prevail over the drugstore chain dm (2nd place) and the Ikea furniture store (3rd place).

Auma Obama, sister of US President Barack Obama, found new partners for her children’s charity Sauti Kuu among the prominent guests. What is special about the Best Brands award is that there is no jury to decide on the winners. Instead, the candidates are measured in a GfK study based on two key criteria: their actual economic success in the market and the popularity of their brand in the perception of consumers. The German brand ranking Best Brands was launched in 2004 by the Serviceplan Group, the GfK Group, ProSiebenSat.1 Media AG, Wirtschafts-Woche, the Markenverband and iq media marketing. The aim of the award ceremony and the accompanying daily congress is to promote successful brand management in Germany.

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