Every three years, the specialist publishing house “Deutsche Standards” selects the brands, across various segments, that represent the pinnacle archetype of their respective product categories; brands that set iconic standards and are synonymous with their product. There is no nomination process other than market presence, and the jury follows a set of strict rules and measures in assessing the brand’s suitability, including factors like the age of the brand, it’s ownership history, and whether it has become a staple of German everyday life.