25.02.2021
Gardena again recognized by the Best Brands
For the third time in a row among the top ten of Germany’s product brands of the year
The Best Brands marketing award assesses both actual market success and consumer perception. For the third time in a row, Gardena was able to place itself among the top ten brands.
The Best Brands marketing award assesses both actual market success and consumer perception. For the third time in a row, Gardena was able to place itself among the top ten brands.
On February 24th, the best brands in Germany were honored with the Best Brands Award for the 18th time as part of a digital event. Gardena is among the winners for the third time in a row and was able to place itself in 9th place in the cross-industry category “Best Brands Overall” – even ahead of Coca-Cola. In this category, the brands Bosch, Lego and WMF took the top three places this year.
“Best Brands - these are brands that are not only economically successful, but also trigger emotions. Brands that shine, that have made it into the minds of consumers, that are associated with innovations and, above all, with positive experiences,” is how the advertising partners describe the demands on the winners this year.
Based on a complex, representative study
According to the organizers, Best Brands is the only marketing award that measures the strength of a brand on the basis of a representative empirical study by GfK based on two criteria: the actual economic success in the market and the psychological attractiveness of the brand in the perception of consumers, which ultimately also determines future success.
The assessment of the “Overall” category is based on a combination of different data sources. These include point-of-sale panel data, consumer panel data and a survey of 10,000 respondents and 200,000 brand reviews.
This results in two perspectives considered: Share-of-Soul (how people perceive the brand emotionally) and Share-of-Market (how people behave towards a brand) and how this can be monetized in terms of price and market share. These two perspectives provide the basis for making a brand a success. Details on the results for Gardena and the comparison with the other brands evaluated can be found on the GfK website.
The winners of the different categories this year were the brands Bosch, Alnatura (health), Samsung (consumer electronics) and Amazon for consumer orientation.
The marketing prize is awarded jointly by the Serviceplan Group, GfK, Seven.One Entertainment Group, Wirtschaftswoche, Markenverband, Die Zeit, the audio marketer RMS and Media Impact.
About Gardena
For over 50 years Gardena has provided everything passionate gardeners need. The broad assortment of products offers innovative solutions and systems for watering, lawn care, tree and shrub care and soil cultivation. Today, Gardena is a leading European supplier of high-quality gardening tools and distributed in more than 100 countries worldwide. Gardena is a brand of Husqvarna Group. Gardena Division has 3,450 employees worldwide. Further information on gardena.com.