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RAL FARBEN BECOMES A BRAND OF THE CENTURY

By being included in the ground-breaking new brand project called “German standards – brands of the century”, RAL FARBEN moves into the premium category of German brands.

Something which has already been clear to users of our products for a long time, is now being con-firmed officially: the inclusion of RAL FARBEN in the exclusive group of high-quality German brands provides impressive proof that we stand for maintaining the highest quality standards in our work and also credibly represent this value to the outside world. The medium which has helped us to this wonderful success is the brand project called “German standards – brands of the century”. It has already brought the top brands together in book form for about 40 years and has therefore be-come a type of “Who’s Who” of premium brands. It is exactly this project which has now under-gone a fundamental change of direction over two years, culminating in a comprehensive redesign of the evaluation process and the corporate design as well as the structure of innovative digital publication formats.

The route to the top level

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.

The “German standard” brand quality seal

The entry ticket to the world of “Brands of the century” is acceptance of the usage licence of the “German standard” brand quality seal. Regardless of whether its on business documents, product packaging or online: the brand quality seal communicates the relevant brand as a “brand of the century” selected editorially and as a “German standard” in a certain product category. The compa-nies awarded this seal can look forward to two invitations to the book launch at the end of 2021, where the publisher Florian Langenscheidt will award the brand prize and the “Brands of the centu-ry” certificate to the brand managers. In addition to high-quality photos, which will be taken during the prize-giving ceremony, participation at the 2021 German Economic Forum is guaranteed.