Miele is Germany's best product brand
This year has been a good start for premium domestic appliance maker Miele with a top placing and a third placing in the "best brands" awards in Germany. Miele placed first in the best product brand and third in the best company brand categories.
This year has been a good start for premium domestic appliance maker Miele with a top placing and a third placing in the "best brands" awards in Germany.
Miele placed first in the best product brand and third in the best company brand categories. These awards are based on a comprehensive market survey performed by GfK Market Research.
Miele won the coveted best product brand for the sixth consecutive year. This poll is designed to gauge quantitative brand strength as well as the attractiveness of the brand, assessing the most successful brands with respect to their ability to meet future challenges. A special feature is that a representative study and not a jury decided on the winners. To determine the best product brand, GfK assessed the market share of just under 200 of the best known brands from 30 branches covering fast-moving consumer goods and consumer durables. This involved collating information on success indicators, such as market share, price premium and customer loyalty from the GfK ConsumerScope individual panel covering 21,500 consumers, the GfK textile panel spanning 7,000 households, the GfK non-food trade panel with 3,000 outlets and GfK car market statistics between October 2007 and last September.
To assess a brand's "share of soul" rating, interviews over the telephone were held with selected consumers throughout Germany last October and November. These were questioned on the attractiveness of brands, which had previously been identified as the most successful. The aspects assessed were brand confidence, brand identification, the willingness to pay a premium for a branded product and quality.
The best product brand was selected by bringing together a brand's success in terms of generating revenue with softer assets as reflected in a brand's appeal to consumers. Miele is represented in Malta by Forestals.
Miele placed first in the best product brand and third in the best company brand categories. These awards are based on a comprehensive market survey performed by GfK Market Research.
Miele won the coveted best product brand for the sixth consecutive year. This poll is designed to gauge quantitative brand strength as well as the attractiveness of the brand, assessing the most successful brands with respect to their ability to meet future challenges. A special feature is that a representative study and not a jury decided on the winners. To determine the best product brand, GfK assessed the market share of just under 200 of the best known brands from 30 branches covering fast-moving consumer goods and consumer durables. This involved collating information on success indicators, such as market share, price premium and customer loyalty from the GfK ConsumerScope individual panel covering 21,500 consumers, the GfK textile panel spanning 7,000 households, the GfK non-food trade panel with 3,000 outlets and GfK car market statistics between October 2007 and last September.
To assess a brand's "share of soul" rating, interviews over the telephone were held with selected consumers throughout Germany last October and November. These were questioned on the attractiveness of brands, which had previously been identified as the most successful. The aspects assessed were brand confidence, brand identification, the willingness to pay a premium for a branded product and quality.
The best product brand was selected by bringing together a brand's success in terms of generating revenue with softer assets as reflected in a brand's appeal to consumers. Miele is represented in Malta by Forestals.