At a gala event in Munich, Germany, appliance OEM Miele was presented with an award for the most successful company in Germany in 2007. In the category Best Company, Gutersloh-based Miele beat last year's winner, Google, which came second, and Porsche, which came third.
The Best Brands prize, now in its fourth year, is not awarded by jury. Rankings for this prize are the result of representative market research covering key criteria such as current economic market success, brand recognition and popularity among consumers. Miele was successful as Best Company and achieved a top-five place in the category Best Product Brand.
Miele sees the award as confirmation of its corporate philosophy, "Forever better." Its success, Miele said, comes from generations of consistent focus on durability, technology and service.
Candidates who make it to the final round of the award judging are ranked on two essential criteria: current market success, called "Share of Market," and attractiveness of the brand among consumers, called "Share of Soul." The Best Company is determined using the GfK Corporate Reputation measuring method from GfK, a leading market research institute in Germany. This method examines the attitude of the public towards companies and includes a rational and an emotional appraisal of companies. This separate poll was carried out between October and November 2006 and involved telephone interviews with a representative selection of 2,000 consumers across Germany.
The awards were presented by the organizers: Serviceplan, GfK, SevenOne Media, WirtschaftsWoche business magazine, the Brand Association, and GWP media-marketing.
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