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Country: GermanyCategory

Miele at the forefront amongst the Best Brands 2015

Best corporate brand 2015: Miele stands for German engineering, stability and focus on quality, outperforming automotive brands this year in the award for 'Best Brands'. For the twelfth time the strongest brands of the year were awarded the Best Brand accolade.

"Best corporate brand 2015" – after receiving the award in this category in 2007, Miele was awarded the prize for a second time. In all other years the Gütersloh-based family-run company has always been among the top ten of the 'best brands' ranking. Second- and third-best corporate brand places this year were awarded to Audi and Daimler.

On the 11th of February at the Bayerischer Hof in Munich, 600 guests from the world of business, retail and the media followed the award ceremony for the best brands in the 'Best Product Brands', 'Best Growth Brands' and 'Best German Global Corporate Brands' categories. Additionally, every year a host country is analysed in 'Best Corporate Brand' and 'Best Product Brand' categories, this year it was Italy's turn.

Over 250 potential 'best brand' candidates are not evaluated by a jury of experts but instead entirely by consumers. The basis for this is a comprehensive representative study carried out by the GfK (Germany's market research company) in which the strength of a brand is measured in two categories: considered is the actual market success as well as the attraction of the brand from the perspective of end-users. The combination of these two categories sets the 'Best Brand' award apart from other brand prizes. And it makes it credible as the evaluation is the ultimate result of appreciation and loyalty consumers feel toward a brand.

The companies behind 'best brands' are the market researcher GfK, ProSiebenSat.1, the German business weekly Wirtschaftswoche, iq-media marketing, The Brand Association, the Serviceplan Group and Ströer Media.