Hand tool manufacturer Wiha’s brand quality has managed to impress the German Brand Awards 2019 jury in two categories. The long-established company carried off the Winner award in the Excellent Brands – Gardening & Tools category and a Special Mention in the Excellent Brands – Corporate Brand of the Year category. The jury closely scrutinised aspects such as brand history, brand management, salience, positioning, values, brand presence design quality, degree of innovation and strength of differentiation.
The German Brand Award recognises successful brand management in Germany, locating, presenting and giving awards to unique brands and brand creators. The Excellent Brands competition selects the best product and company brands in different sectors. The Special Mention title highlights exceptional aspects of brand management.
Wiha is extremely pleased with the dual recognition for its branding, particularly apt for the company in its 80th anniversary year. “We're very proud when we look at our brand development over the eight decades since our company’s founding in 1939. These two accolades bestowed during the German Brand Awards 2019 serve as a confirmation that our activities and exhaustive branding work over recent years have produced a completely different brand perception on the international market,” affirms a pleased Ronny Lindskog, Wiha Sales and Marketing Manager.
Today's brand presence has been carefully centred on the company’s own understanding of the brand, its corporate values, development focus and approaches to communication since 2014 after the company realigned and newly implemented its marketing and communication strategy. “The Wiha mind set unites pragmatic creative spirit with a strong awareness of precision and quality. It also comprises a driving ambition to achieve technological progress. A strong team spirit and an awareness of nature, sustainability and aspects such as family life and health characterise our approach to planning, action and developing ideas. Close collaboration with users produce tailor-made product solutions which make working life easier in terms of health, safety and efficiency. “An appropriate brand appearance, all communication and interaction with the outside world should serve as an ambassador and emotion vehicle, which sets the right course for the future,” Lindskog explains further.
The German Design Council jury’s decision at this year's brand competition proves that Wiha's approach has been successful. After the Wiha e-screwdriver speedE® also won the German Design and German Innovation Awards 2019 in gold, this third double award for the brand's performance as a whole is the icing on the cake for the international Wiha team.