News//Budgets
The Champions of the Branded Goods Industry 2014
Statement by President Thumser at the MAV-press conference ‘The Champions of the Branded Goods Industry 2014’
‘Champion’ is a term which is commonly borrowed from the world of sports, but widely used in other areas. Either way, it is always understood as a synonym for ‘peak power’. One is only declared a ‘Champion’ when having asserted oneself with excellence against more or less tough competition. Successful brands must exist in a competitive market and within the daily competition to have the consumers choose them over the competition. In this ‘Race of the Champions’ only the best brands will prevail – those who offer better quality, newer, more innovative products and thus provide an overall better performance compared to others. Over time the brand becomes synonymous with its performance and is therefore declared ‘Champion’.
The branded-goods campaign this year will offer a representative profile of the ‘Champions’ within the branded goods industry. After all, 28 consumer good companies and 34 brands partake in this campaign this year. This is a significant increase over the previous year, when 24 companies with 30 brands participated.
Recently, we welcomed a new member into the association - the very traditional Austrian ‘Schwedenbombe’ from Niemitz. It comes as no surprise that they are part of the latest campaign.
As you all know, brand products stimulate the economy. A further goal of our campaign is to portray the importance of branded products in regards to the overall consumer mood. Namely, branded goods show initiative in phases of cautious buying tendencies. For example, the brand industry has increased its advertising spending by 4.7% to around € 760 millions – this is the highest increase throughout all industrial sectors.
1. Service industry 3.1%, Retail and Distribution 2.5%, Capital goods 4%; Source: FOCUS promotional balance sheet January – November 2013, estimated December 2013