Braun's Slogans & Taglines

Braun GmbH is a German consumer products company founded in 1921 by Max Braun in Frankfurt am Main and headquartered in Kronberg im Taunus. Originally a manufacturer of radio components, the company expanded into radio sets by 1929 and launched its first radio-phonograph combination in 1932. In 1950, Braun introduced its pioneering electric dry shaver, establishing a foundation for its personal care division. The 1962 launch of the Sixtant shaver became a global success that attracted The Gillette Company, which acquired a controlling stake in 1967. Following Procter & Gamble's purchase of Gillette in 2005, Braun became part of the P&G portfolio until 2012, when De'Longhi acquired its household appliances division. Today, Braun operates across personal grooming and kitchen categories, offering electric shavers, epilators, hair dryers, toothbrushes, hand blenders, and food processors.

Braun's brand identity has long been synonymous with functionalist design and German engineering excellence. Its marketing language evolved from Designed to perform better in the 1990s to Designed to make a difference in 2006, reflecting a shift toward emotional brand positioning. The company later adopted Design desire in 2009, encapsulating its philosophy of merging aesthetic simplicity with technical innovation. Under De'Longhi, the brand continues to emphasize precision engineering and timeless design across its product portfolio.