MUNICH, GERMANY — The Best Brands Awards, Germany’s only study-based brand award, has honored the year’s strongest brands. In addition to Nivea as “Best Brand Overall,” Dyson won the award for “Best Momentum Brand.” The “Best Brand Fashion” award went to Nike, while L’Oréal Paris was named “Best Brand Beauty.”
Around 550 guests from business, trade, media, and numerous celebrities attended the award gala at the Hotel Bayerischer Hof in Munich. After a welcoming address by Franz-Olaf Kallerhoff, President of Markenverband (Brand Association), the evening opened with a speech by Australian fashion icon Elle Macpherson. Elle focused on her personal philosophy on beauty, wealth, and success. As a supermodel and a businesswoman, Elle not only possesses extensive insider knowledge about wellness, fashion, fashion brands, and the entire industry but has also become an international brand of her own. After the award ceremony, the band “Sportfreunde Stiller” performed live on stage, adding another highlight to the evening.
Best Brands College 2024: The power of momentum
During the day, the Best Brands College took place at Serviceplan Group‘s Munich House of Communication. This year’s all-day congress theme was “Best Brands and the Power of Momentum: On the Course to Success with Strong Brand Dynamics and AI.” In her keynote speech, Ana von Hutten, Head of Marketing D-A-CH, Mattel, spoke about “the Art of Brand Momentum” and the epic journey of Mattel’s iconic Barbie. This was followed by talks from renowned speakers such as Livia Mitschke-Collande from Google on how brands build the right kind of momentum at the right time, which strategies successful brands follow to develop resilience, and what role AI will play in the future. Finally, Germany’s most well-known sports manager, Oliver Bierhoff, gave valuable tips on how brands can make the most of the 2024 sports year. Daniel Boschmann moderated the College for the fourth time.
Florian Haller, CEO of Serviceplan Group, said, “In an era of multiple crises, brands are special anchor points in our lives. They not only give us joy, optimism, and self-confidence but also provide us with orientation through their values. It is particularly important for brand decision makers to show courage in these times: courage to take a stand, courage to make decisions, courage to keep renewing the brand. It is precisely these brands with courage and innovative strength that we honor at Best Brands. Congratulations to all the winners.”
