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德国品牌奖 “卓越的品牌战略和创造 “面向全球各行业的创意机构、服务提供商和营销人员。德国品牌与设计委员会的专家小组审核并决定您的作品是否符合参加资格。这一程序确保了该奖项的独立性和卓越性。

 

  • 1. 报名参赛
  •  

    德国品牌与设计委员会提名那些通过有效的品牌工作、独立的项目和非凡 的活动而引起关注的公司。此外,企业也有机会自发地提交项目和活动。经过专家小组审查,您将收到德国品牌与设计委员会的书面通知,说明您的项目是否符合规定的标准,从而被批准和提名参加德国品牌奖的评选。如未被批准报名,您也会收到通知,并且不会产生任何费用。

    “我的设计委员会 “ 报名门户中,需要提供以下信息:

    • 品牌名称/项目名称(+规格)
    • 描述文本德语/英语(最多500个字符)
    • 网站,市场发布日期
    • 公司/创意机构/执行机构的详细信息
    • 奖项类别和可能的附加类别
    • 发票地址
    • 可选预订被提名服务包
    • 品牌/项目的图片(最少1张,最多5张)

    报名成功后,您将收到一份确认报名邮件以及报名费付款通知书。获奖后需支付获奖服务费用。详情请见第19至23页。

  • 2. 提交演示材料
  •  

    报名成功后,请向我们提供您的项目或活动的演示图文,评审会将对其进行审查和评估。您可以在第19页和“我的设计委员会 “。的个人登录区找到关于内容和范围的详细信息。为评审会提交的材料必须在2022年2月18日之前完成。

    可以在这里找到资料提交指南。 here.

  • 3. 评审会
  •  

    评审将在2022年3月初由一个独立的、跨学科的评审团进行,评审团由企业、科学、咨询、服务和创意机构的专家组成。

    评估标准

    独立性和品牌类型 › 品牌影响力 › 与众不同 › 与目标群体的相关性 › 品牌结果的同质性 › 品牌外观的设计质量› 创新度 › 可持续性 › 连续性 › 未来的承诺 › 价格溢价 › 成长 › 经济成功

    评审结果

    您将在2022年3月底之前通过电子邮件收到书面通知告知评审团会议结果。任何法律追索都被排除在外。

  • 4. 颁奖典礼和德国品牌大会
  •  

    颁奖典礼和晚宴

    每年,德国品牌奖颁奖典礼有大约700名嘉宾出席:他们来自德国重要公司的品牌决策者、创意机构、创意产业、行业媒体,当然还有2022年德国品牌奖获奖者。专业摄影团队为获奖者持有获奖证书、奖杯一起拍照。晚宴上我们为”至尊奖 “获奖者在舞台上颁发附加类别奖。

    德国品牌大会和行业会议

    德国品牌大会上有大量机会与获奖者讨论当前品牌管理面临的问题,交流各学科和行业的知识,同时是建立重要联系和培养网络的理想机会。2022年5月底开始可以在网上查看德国品牌大会计划。

评审团

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.

奖项类型
和类别

德国品牌奖分两个类型:“卓越品牌”用以表彰行业中最好的产品和企业品牌。“卓越品牌战略和创造”认可各个专业领域最强大的活动、概念和策略。

 

»卓越品牌«

 

此分类从整体上看待品牌,评估产品和企业品牌在其竞争环境中的品牌管理。因此,这些类别按部门和行业划分。

 

»卓越品牌战略和创造«

 

此分类评估了品牌工作的各个组成部分的质量,并对各行业衡量标准进行了比较。因此,类别按各个专业学科划分。

 

»附加类别«

 

此外,还将在另外15个跨学科附加类别中颁奖。附加类别最佳作品将在颁奖典礼舞台上颁奖,获得特别高的知名度。报名时每个品牌/项目最多可以选择三个类别和三个附加类别,以增加获奖的机会。报名费只需支付一次。

 

  • »卓越品牌«类别
  • 银行与金融服务

    如银行、房屋储蓄信贷互助会、信用卡公司、租赁公司

  • 美容与护理

    如身体护理、美容产品、康体用品、卫生用品等。

  • 建筑与元素

    如智能家居、建筑管理、建筑材料、门窗厂商、建筑构建、绝缘材料厂商等。

  • 化工

    如精细化工、特殊化工

  • 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