Built-in kitchen appliances brand BORA has received the German Brand Award in Gold. BORA is the sole winner in the category Excellent Brands – Kitchen & Household Appliances and is honoured for its outstanding brand management.
CMO Dominik Clever clearly categorises the award: “We have developed BORA internationally into a love brand. Innovation, design and emotional closeness are at the heart of our brand. We don’t manage the brand on instinct, but systematically: our Love Brand Score regularly measures how strongly we create emotional loyalty and whether we generate genuine enthusiasm. Brand strength does not happen by chance. It is the result of precision, consistency and daily passion.”
From pionieer to industry standard
With the development of the ‘downdraft cooktop extractor’, BORA says it has created an entirely new product category and redefined cooking and kitchen architecture worldwide.
For founder and CEO Willi Bruckbauer, the approach was clear from the start: “It was never just about a product. It was about rethinking kitchen planning. Today, BORA stands for a new freedom in kitchen design – functional, architectural and emotional.” The name BORA has long since become synonymous with cooktop extractors, like Tempo for handkerchiefs or UHU for glue.
Brand management as a systematic success factor
Since 2021, BORA’s brand development has been driven forward under the leadership of CMO Dominik Clever, and reports a clearly defined objective: the consistent expansion into a global premium lifestyle brand.
The brand strategy follows a holistic, data-based approach based on the following cornerstones:
- uncompromising premium positioning and stringent international brand management
- coherent, consistent communication across all channels and touchpoints
- precisely defined understanding of design as the brand core and differentiating factor
- targeted development of emotional brand experiences with global recognizability
- consistent use of digital technologies and AI-supported tools for personalisation, content animation and increased efficiency in marketing
- continuous, data-driven monitoring of brand performance via the company’s own Love Brand Score.
With this systematic orientation, BORA is not only sharpening its emotional brand loyalty but is also setting new technological standards in the management of international brand work.
German Brand Award: Stage for the best
The German Brand Award is one of the most prestigious awards for brand management in the German-speaking world. In 2025, the German Design Council initiative recorded over 1,500 submissions from 11 countries. 64 projects and brands were honoured with gold. This puts BORA among the international leaders. Further information can be found at www.german-brand-award.com
