The groundwork for the “Brands of the century” is based on binding rules, which are described transparently in a set of regulations. The advance selection of brands by the jury takes place proac-tively and independently. The evaluation as the core of the procedure is then undertaken by the same panel and is based on selected facts, which speak for the success of a brand. Every brand with a positive assessment is finally given a so-called brand sheet, which discloses the selection process and confirms the award. This brand sheet defines the exclusive group of “Brands of the century” and guarantees a unique selling point in a certain product category for the brands which have been successfully selected. For example, RAL FARBEN defines the “colour standard” product category.