Supplier Bosch
Bosch Power Tools '' Best Brand Overall 2021''
Henk Becker, President of the Robert Bosch Power Tools GmbH
  • Group division awarded prize in the category “Overall”
  • Award based on representative consumer survey
  • Top scores in terms of brand trust and cross-buying readiness
  • Consistent user orientation as an important success factor


Stuttgart/Leinfelden-Echterdingen | Feb.25, 2021– Bosch Power Tools has won the reputed Best Brands Award in the overarching category “Best Brand Overall” for 2021 and was successful over other well-known global brands from different sectors. “We are very thankful for this extraordinary award – in particular, we would like to thank all of our users who have placed their trust in us. This award is a motiva-tion to further focus consistently on our users’ needs and to offer them added value”, said Henk Becker, President of the Robert Bosch Power Tools GmbH.

The Best Brands Awards have been presented annually since 2004 and are based on cooperation between GfK, Seven.One Entertainment Group, Marken-verband, WirtschaftsWoche, ZEIT Verlagsgruppe, RMS Radio Marketing Service, Media Impact and the Serviceplan Group. The awards were initiated to honor approaches in successful brand leadership and to provide a forum for trendset-ting communication solutions. What makes the awards so special is that they are based on a representative consumer survey conducted by GfK. Two criteria are decisive: The actual economic success of a brand (“Share of Market”) as well as the attractiveness of the brand as perceived by consumers (“Share of Soul”).

Bosch Power Tools was able to convince the participants in several respects. 72 percent of the participants stated that they trust Bosch as a power tools brand – the highest rating across all brands. Satisfaction with the brand also led to the highest cross-buying readiness in the award.

Henk Becker attributes the award to several factors: “On the one hand, there is the consistent leadership of the corporate brand Bosch and its comprehensive promise of superior quality and broad sense of responsibility and, on the other hand, there is our user-orientation and product brand strategy for power tools, power tool accessories and measurement tools. We took great care to implement the relevant brand promises in the marketing mix at all touchpoints of the user journey for DIY users in our green brand world and for professional users in our blue brand world, differentiating them from the competition. The basis of this is our innovation strength geared to the real needs of our users.” Bosch Power Tools successfully launches more than 100 product innovations every year on the market. In addition, many people focused on their homes in the last few months and have also invested in there, Becker said. This has further driven the demand for products for both DIY and professional users.

The Best Brands Awards 2021 ceremony took place on February 24 during a vir-tual event. In addition to the award in the category “Best Brand Overall”, Bosch Power Tools also made it in the Top 10 of the category “Best Brand Customer Centricity”.