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Kempinski is a best brand of 2011

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Europe’s oldest hotel group won the Best Brands award, in the category of Best Service Provider. The luxury hotel group was ranked No. 1, followed by German’s largest bank, Direktbank ING DiBa, and Lufthansa. This brings Kempinski to the same league as Volkswagen, Lego and Apple, among the most successful brands in Germany.

“During the survey, Kempinski stood out in all areas relating to service,” said Sigfried Högl, Managing Director of GfK, which is part of the awarding body of Best Brands. “The unique and decentralised nature of Kempinski’s strategy was recognised by those surveyed, and that makes all the difference.”

“The recognition of our service quality by Best Brands makes us very proud. Our greatest standard for honest hospitality is service with a heart-felt smile – and this doesn’t go unnoticed,” said Reto Wittwer, Kempinski’s President and CEO. “Caring for each guest individually is what makes Kempinski special. Our objective is to provide customised service to each individual guest, not only fulfilling their wishes, but exceeding their expectations. Through this, we want them to experience moments that will never be forgotten. Having these efforts recognised by our guests makes this award an even greater honour to us.”

What is special about the Best Brands Awards is that the winner isn’t defined by a jury, but by the consumers themselves. Brands were subjected to a study carried out by the renowned German market and consumer research company GfK, in which they are evaluated in several categories. In the category of Best Service Provider, the focus was placed heavily on decision makers and opinion leaders. For this year’s ranking, 850 people were surveyed in October and November 2010, and were asked about indicators such as performance, reliability, availability and reputation. Those surveyed were divided according to their professional level (52% executives, 22% self-employed with at least 10 staff, 17% freelancers, and 9% civil servants), all of whom earn more than EUR 3,500 per month. A shortlist featuring the most well-known brands was used as a base for the survey. Brands such as Gucci, Google and Canon have also won Best Brands Awards in recent years.