Ledlenser: Digital Brand of the Year

The Solingen-based company receives the German Brand Award for its outstanding brand management

Solingen/Munich, June 2017: The German Brand Award – a significant distinction for outstanding brand management – was ceremoniously presented on June 29th 2017 in Berlin. The Solingen-based company Zweibrüder Optoelectronics GmbH claimed the award in the ‘Excellence in Branding’ category for its brand Ledlenser. With the title ‘Digital Brand of the Year’, the lighting specialist is pleased to have received yet another major distinction, underscoring the success of the brand’s repositioning.

Ledlenser stands out for its consistent brand presence and appeals at all analogue and digital touchpoints. “These days, brands have to create a consistent, high-end brand experience at all levels, from its employees’ expert knowledge of the product to the communication at each touchpoint. You will only have long-term success if you know how to steer the entire process towards a coherent, global awareness of the brand,” says André Hartmann, brand manager at Ledlenser, with respect to Ledlenser brand awareness. “There are few companies that see brands as strategic competitive factors and actually act accordingly. Ledlenser uses its brand-oriented management style to not only improve its position as a global driver of innovation for LED torches and headlamps, but also to expand its market position worldwide”, explains Andrej Kupetz, CEO of the German Design Council and jury chairman of the German Brand Awards.

This occasion was only the second time this prestigious award has ever been presented, which, coincidentally, is also how many times Ledlenser has received it. “We are pleased to have received the ‘Winner’ award for the second time in a row and especially to have been named this year’s ‘Digital Brand of the Year’. This shows that the repositioning of the brand, into which the entire company as well as its employees and partners put so much effort, has proven to be highly significant to the long-term success of the company. Not only does the award make this success evident, but also the increased brand awareness we have experienced. It emboldens us to continue along the path we have chosen for our brand strategy”, Hartmann said upon receiving the award.

This year, in 2017, marks the second time the German Design Council – founded by the German Bundestag in 1953 and financed by the Federation of German Industries – has initiated the German Brand Award. It is a joint effort with the German Brand Institute and its purpose is to award successful brands, consistent brand management and sustainable brand communication. Outstanding brand management across all sectors is distinguished in the ‘Excellence in Branding’ category in the form of eight different titles. In addition to Ledlenser, brands like Lufthansa, Motel One, KYOCERA Document Solutions, LAMY and AXENT also received awards in this category this year.

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