It has been a good start for premium domestic appliance maker Miele this year with a top placing and a third placing in the “Best brands” awards in Germany.
These awards, the “Best product brand” in which Miele placed first, and the “Best company brand” category in which it came third, are based on a comprehensive market survey performed by GfK Market Research.
Miele won the coveted “Best product brand” for the sixth year in succession. 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.
“We are extremely pleased with such an illustrious prize, not least as this time we are on the podium in two categories,” Dr Reinhard Zinkann, co-owner and managing director of Miele & Cie., said. “We view this commendation as confirmation of the better philosophy that our company has put into practice through generations. The “best brand” award endorses our claim to quality and our continual pursuit of technical perfection.”
To determine the “Best product brand”, GfK first 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.
See the entire range of Miele domestic appliances at Forestals showrooms in Malta or Gozo. For more information go to www.forestals.com, phone 2343 6000 or send an e-mail to [email protected].