Brands that reach both people and machines are wanted
Brand-oriented companies are demonstrably more successful. According to the Deutscher Markenmonitor 2026 study, they achieve higher margins and are more economically resilient. However, successful brands are not measured solely by their brand awareness. What matters is how they are experienced and evaluated. An independently organised award confirms this external perception and provides guidance in an opaque market – for both people and machines.
This is where the German Brand Awards comes in. They recognise brand leadership that stands out from the competition and shapes the German-speaking brand landscape of tomorrow.
“Brand at Heart“ focuses on courage and people
Artificial intelligence (AI) generates texts, images and campaign ideas in seconds. So what distinguishes a brand that touches people from one that is simply easy to find? This is precisely the question posed by the German Brand Awards 2027. Under the motto “Brand at Heart”, it balances bold decisions, human creativity and machine-driven solutions without positing an either/or scenario.
Lutz Dietzold (CEO, German Design Council) sums it up:
“Competitiveness does not depend solely on technology and efficiency. It also depends on whether a company knows its identity, shapes it consistently and ensures it remains relevant to people.”
What sets the German Brand Awards apart
The German Brand Awards view brand management as the translation of a brand identity into a relevant and consistent brand presence, with the aim of building trust, differentiation and sustainable success. To recognise the best implementations, strategies and individuals in this field, the Awards relie on a panel of experts that expands each year.
The jury members bring diverse perspectives from industry, academia, consultancy, agencies and the cultural sector, and possess many years’ brand expertise. This wealth of experience, combined with the established assessment criteria, ensures a fair and well-founded evaluation of the entries for the German Brand Awards.
What’s more: since 2016, by reviewing over a thousand entries from numerous countries, the Award has been documenting the annual status quo and identifying future trends. Most recently, this has been reflected in a significant increase in entries from sectors currently experiencing strong economic growth: Health & Pharmaceuticals, Transport & Mobility, and Industry, Machines & Engineering.
Networking, debates, takeaways
How does a brand become one that sticks in the memory? Which strategies work? And what are the key points of debate? These and other questions will be discussed and answered at the German Brand Convention, the day-long programme leading up to the Awards Show. With three stages and a curated line-up of speakers, the Convention offers a platform for sharing knowledge and networking. You can find answers from winners, jury members and keynote speakers here:
How brand management works in a crisis
How much trust brand managers should place in AI
How target audiences rate AI labelling
Till 5 March 2027: How to submit
Companies, institutions and agencies can submit their work across 86 categories. The categories are divided into two disciplines: Excellent Brands and Excellence in Brand Strategy and Creation. A further 17 additional categories recognise the Best of the Best within each discipline.
Entries comprising one or more projects can be submitted via the portal. The closing date for entries is 5 March 2027.