Albstadt-based circular knitting machine manufacturer Mayer & Cie. (MCT) won a ‘Special Mention’ for its brand management in this year’s German Brand Awards, which was made at the prize-giving ceremony in Berlin on 29 June.The German Brand Institute awards this accolade in recognition of special aspects of brand management. The competition and award scheme were initiated by the German Rat für Formgebung, or Design Council.
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 his assessments regarding the award they received, Mr. Sebastian Mayer, Mayer & Cie. Management Board Member responsible for Corporate Development, stated as follows; “It makes it clear, 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.” 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.
