CEWE is designated as a "Superbrand Germany"
From brand to superbrand
It all started with the company's premium product, the CEWE PHOTOBOOK – CEWE established it as a brand some ten years ago. Now over 30 million copies have been produced for customers. With this award as a 'Superbrand', CEWE has now succeeded in being admitted to the Champions League of Brands in a relatively short time. An independent judging panel, including representatives from the worlds of business, media, universities and agencies, selected the 52 Superbrands Germany 2014/2015 from over 1250 brands. The brands were judged on criteria, such as market value, image, brand acceptance, durability and customer loyalty. The companies, whose brands were designed as "Superbrand Germany 2014/15", were presented with the coveted award on 18 March in the Journalists' Club in the Axel Springer Building in Berlin. "A brand has to have brand recognition, generate trust among customers and persuade people with its quality," explains Thomas Mehls, CEWE's Marketing Director. "CEWE is synonymous with innovation and an enjoyment of photography. We are thrilled to receive this award, which acknowledges our work."
Orientation, image, USP, brand recognition, closeness
CEWE is in good company with this award as a "Superbrand": it stands alongside traditional brands, like Adidas, BMW, the DFB, Bose, Lego or Playmobil. "A brand is like a good friend," explains Marc Bator, member of the judging panel and Sat.1 News presenter. "It inspires, it invests, it emotionalises." Brands have to create closeness, because only in this way can they accompany consumers throughout their lives.
Strong brands persuade with honest values
For Carsten Baumgarth, Professor of Marketing at the Berlin School of Economics and Law, a brand's innate persuasion and honest values represent the fundamental basis of all strong brands. This view is also held by Elke Schneiderbanger, Managing Director of ARD Advertising Sales & Services, who focuses on the strong emotional power that strikes peoples' minds and hearts. (Source: Welt am Sonntag, national edition dated 15 March 2015).
"Against this background, we wish to continue working on innovations, high-quality products and services in all sections of the company. For CEWE, this award represents the motivation to continue ensuring that our customers have an enjoyment of photography in future," continues Thomas Mehls.