Following its initiation in 2016, the German Brand Award has this year been presented for the second time. The award ceremony took place on 29 June 2017 at the DRIVE Volkswagen Group Forum in Berlin and was attended by over 500 exclusively invited guests from business, politics and the media. - Labexchange took the prize in the category "Industry Excellence in Branding”. Impressed by the atmosphere at the Berlin gala, Managing Director Dr Wolfgang Kuster proudly accepted the “Best Brand in Chemical Industry” award. As a winner of the German Brand Award, Labexchange now joins the ranks of other distinguished prize-winners, including Telekom, Lufthansa Systems, Porsche, Trumpf and EDEKA. The German Design Council, initiated by the German Bundestag, and the German Brand Institute present the prize in recognition of successful brands, consistent brand strategy and sustainable brand communication.  An independent jury of brand experts from a range of disciplines decide on the award recipients. Dr Kuster: “Winning this much-coveted award is a huge honour for our company and acknowledges the efforts of our employees.” It is an outstanding achievement for an SME such as ours to be recognised in the second year of the award’s existence and to be chosen for the award as one of such an array of renowned concerns. The award is unprecedented in the field of laboratory technology and analysis. The German Design Council justified the nomination by highlighting the unique contribution made by the Labexchange brand to the German brand and corporate landscape.  Labexchange's brand-typical features are unmistakable, setting it apart from its competitors. A corporate brand such as Labexchange offers the customer security, trust and orientation. The brand unites all parties involved, therefore creating a corporate unit. Labexchange's brand profile, or its DNA, is made up of four brand values – experience – diversity – thoroughness – reliability. All in all, the Labexchange brand presents a uniform image. Taken together, these values constitute the brand identity of Labexchange and have been actively lived on a daily basis since the foundation of the company in 1989. Labexchange is extremely proud to win this award, not least because only those companies were permitted to take part which were selected by a panel of science and economics experts at the German Brand Institute.  

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The German Design Council – the initiator: The German Design Council was established as a foundation by the Federation of German Industries and a number of leading companies in 1953 on the initiative of the German parliament to champion good design. Its activities are mainly focused on the areas of brand and design evaluation, strategic design consulting as well as design research and knowledge transfer. German Brand Institute – the sponsor: The objective of the German Brand Institute is to strengthen the key role of brands in contributing to corporate success against national and international competition. The foundation presents the German Brand Award as a unique acknowledgement of outstanding brand strategy.