In the brand value ranking of the 50 most valuable German brands, Frosch has now been voted Most Purposeful Brand 2021. Manufacturer Werner & Mertz also received a special award for its holistic and sustainable approach.
28. July 2021
(Picture Werner & Mertz)
In the brand value ranking of the 50 most valuable German brands, the Frosch brand has now been voted the most valuable brand by consumers. Most Purposeful Brand 2021 was chosen. Manufacturer Werner & Mertz received a special award for its holistic and sustainable orientation.
With BrandZ Top 50 Germany 2021 the international marketing consultancy Kantar has published its ranking of the 50 most valuable German brands for the fourth time in a row.
The Mainz-based manufacturer of sustainable household cleaning products creates a positive ecological benefit with its product range. The sustainability concept goes beyond the formulas of the products and also applies to the packaging concept and the company's entire environmental management. For these reasons, the brand has enjoyed enormous consumer trust as an organic pioneer since 1986, according to the Kantar statement.
(Picture: Werner & Mertz)
„Recognition like this from consumers is something very special. The Frosch brand now stands for an attitude that we live by throughout the company, so the award will also give us a great boost internally.“ Reinhard Schneider, Owner Werner & Mertz
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Trust is an important factor
The analysis of the BrandZ ranking shows that brands that are perceived by consumers as particularly trustworthy and responsible have a number of key characteristics: Honesty and openness, respect and commitment as well as identification and relationship building with customers. These characteristics have proven to be particularly important in building trust and security among consumers, Kantar concludes.
Recycled packaging and environmentally friendly ingredients
The fact that the Frosch brand enjoys a high level of trust among consumers is also due to Werner & Mertz's long-term environmental and climate protection initiatives, which go far beyond the products and its own industry. These include the Recyclate initiative for the use of packaging made from used plastic and the European surfactants initiative. The company recently reported successes in both areas.
As part of the Recyclate Initiative, for example with co-operation partner Alpla The company has succeeded in increasing the proportion of material from the Yellow Bag in PET bottles from 20 to 50 per cent within the 100 per cent recyclates used - a quantum leap for the circular economy and unique, not only in the WPR industry. The The first 200,000 bottles will go on sale this month.
Frog all-round sustainability
In addition, Frosch fabric softeners are now not only vegan, dye-free, microplastic-free and hypoallergenic, but the surfactants are now made from 100 percent sunflower and rapeseed oil from European cultivation. They are packaged in the world's first high-quality, recyclable stand-up pouch, which Werner & Mertz developed together with the company. with co-operation partner Mondi launched in 2019.
[infotext icon]Since 1998 BrandZ, the global benchmark for determining brand values, has prepared brand-relevant insights for decision-makers in business based on interviews with 3.8 million consumers for more than 17,800 brands in 51 markets.
Cantar is one of the world's leading companies for data, insights and consulting services. Kantar's more than 28,000 employees combine expertise in human behaviour with advanced technologies.
With trusted brands such as Frosch, Emsal and green care Professional Werner & Mertz has been well established as an innovative company on the European market for over 150 years. The medium-sized company has EMAS-validated production sites in Mainz and Hallein, Austria. The products manufactured there are supplied to numerous European countries via seven sales companies - and even worldwide via the export department. The ecologically orientated and socially responsible group of companies has a total of over 1,000 employees. [/infotext]
