‘With the fifth volume in this series we are pleased to once again showcase German brands that serve as exemplary ambassadors of the brand landscape in Germany,’ commented Andrej Kupetz. ‘The variety of brands contained in this volume tells, first and foremost, a single story: Even in times of increasing digital transformation, successful brands continue to perform well through clear positioning and consistency. The keys to brand management success in an ever-shifting business environment and digital world remain unchanged: Focus, clear differentiation from competitors, employee involvement and consistent implementation at all relevant contact points will be characteristics of strong brands in the future as well. This is what the brands in this volume represent,’ explained Kupetz.
To increase awareness of German brand management around the world, the German Federal Foreign Office will be sending copies of the new volume to select representatives abroad and employing the book in its communications on the topic of Germany. Design is an increasingly important component in many of the Federal Foreign Office’s measures to promote culture and business.
The exclusive book series, with its alternating annual themes, showcases outstanding German brands and features an editorial section in which renowned representatives of politics and economy give their views on the topics of ‘Brands as Ambassadors’ and ‘German Brands Worldwide’. This year’s volume contains contributions from the German Foreign Federal Minister, Sigman Gabriel, the German Minister for Economic Affairs, Brigitte Zypries, as well as the president of the Federation of German Industries, Professor Dieter Kempf, on the relevance of design and strategic brand management for the global success of German brands.
The Major German Brands The history of the German Design Council is the history of its member companies and thus the history of design culture in Germany. As an organization of the design-oriented industry, the German Design Council links the major German company brands from all areas of business and industry. Whether renowned as creative milestones of design culture or for unique and outstanding innovations, 'the fourth edition of 'The Major German Brands' reflects the entire spectrum of German industry.