Mayer & Cie. German Brand Awards 2017
knitting machine manufacturer Mayer & Cie. (MCT) won a ‘Special
Mention’ for its brand management in this year’s German Brand
Awards. The German Brand Institute awarded this accolade at a
prize giving ceremony in June in recognition of special aspects
of brand management. The competition and award scheme were
initiated by the German Rat für Formgebung, or Design Council.
A strong brand comes as no
The Mayer & Cie. brand is registered in over 30
countries and well known in many more. There can hardly be a
commercial knitter anywhere in the world who has never worked
with a Mayer machine, let alone one who is unaware of the green
MCT logo. But what do they associate it with, and is that what
the company itself considers to be important?
Mayer & Cie. sees itself today as a market leader,
technology leader and innovation driver in circular knitting.
Getting this self-image across means associating it with the
brand by means of products, actions, activities, employees and
representatives around the world. The brand must convey an
identity to everyone and set itself apart from other brands. In
Mayer & Cie.’s case this is achieved especially by means of the
company’s high degree of innovation and its technology
leadership. Together they create the economic success that has
made the company an international market leader.
In the best company
Eight companies, including Kyocera and Motel One,
topped the winners’ rostrum in Berlin. Named the Best of the
Best, they can now call themselves Sustainable Brand of the Year
and Brand Innovation of the Year.
That is why Sebastian Mayer, Mayer & Cie.
Management Board member responsible for corporate development,
is delighted not only with the award itself, but with the
opportunities ahead and potential for growth. “It makes it
clear,” he says, “that we have already reached a high level with
our brand strategy – and that we are in the best company of
others from whom we can definitely still learn a thing or two.”
With the German Brand Awards and categories ranging
from Best of Best and Gold to Winner and Special Mention, the
initiator, the Design Council, aims to discover and present
brands and brand makers. That is why only companies that have
been nominated by the German Brand Institute, its brand scouts
and expert bodies can compete.
The winners are chosen by an independent jury of
brand experts in different disciplines, including professors of
design and business representatives with a background in
marketing and brand management. They take a close look at
brand-typical features and presence and check inter alia how
much the brand sets itself apart from the competition and how
independent it is.