German consumers again recognized Miele as one of the top three national brands. The worldās leading manufacturer of premium home appliances was joined by Lego and Nivea. In addition, Miele was awarded a silver medal in the āBest Corporate Brandā category, which was won by Volkswagen. Third place went to Audi.
This decision was made in a GfK survey of the market success of the best-known brands from 33 industries. 3,000 reputable consumers rate the most successful brands based on trust in their quality and market positioning.
In order to determine the best corporate brands, 2,000 people were asked questions about the success factors: reputation, product quality and internationality. The ranking has been conducted since 2004 and is the only one in Germany that evaluates brands by their market success and popularity among real consumers.
German company Miele is the only manufacturer of home appliances, which since 2005 annually enters in top ten of the best brands. The company even won first place in 2009. And for the fifth year in a row, Miele was among the top five corporate brands, according to GfK research.
The āBest brandsā award is initiated by the worldās largest research company GfK Group, the German Brand Association and other partners.
Why has the red Miele brand changed to a silver color? What prompted this change and how does it impact the brandās perception and identity? Are there any specific reasons or strategies behind this rebranding?
What caused the rebranding from red to silver for the Miele brand?
What prompted the transformation of the red Miele brand into a silver brand?