Kantar, the world’s leading data, analytics and AI business, reports that Germany’s most valuable brands delivered double-digit growth for the second consecutive year, increasing their combined value by 13% to reach US$571 billion. According to the 2026 Kantar BrandZ Most Valuable Brands Report, 38 brands rose in value compared with 31 in 2025 – a strong performance amid a cautiously recovering economy and ongoing consumer restraint. This continued upward trajectory underscores the resilience of Germany’s brand landscape as it navigates market volatility, accelerated digital transformation and the demands of the energy transition.
Telekom remains Germany’s most valuable brand, lifting its value 18% to US$124.6bn. Its momentum is powered by heavy investment in 5G and digital services, a growing international footprint, and purpose-led action at home, including its ‘Augen auf!’ campaign with Bayern Munich to counter online hate. These moves have elevated Telekom’s standing as a brand that is not only meaningful and relevant, but also highly trusted, key attributes that continue to drive its brand value performance.
SAP holds the No.2 position, posting 6% brand value growth to US$98.2bn. Powered by strong financials and accelerated innovation, SAP has expanded its AI assistant Joule and given customers new tools to build their own AI solutions. Siemens remains at No.3, and delivers the fastest growth among the top three, rising 68% to US$61.1bn on the back of record results, global demand and a successful shift from general technology provider to AI-driven industrial leader that advances sustainability.
This year’s fastest risers are Commerzbank (No.23; +78%), Deutsche Bank (No.16; +73%), Siemens, Sparkasse (No.18; +53%), and Allianz (No.10; +40%). Deutsche Bank’s surge reflects a decisive rebuild of its market relevance, driven by digital‑first marketing, clearer and more consistent storytelling, and visible leadership on sustainability. This has re-established it as top-of-mind, credible and future-oriented: the bank more people remember, trust and choose.
Kantar BrandZ Top 10 Most Valuable German Brands 2026
Truly global players
German brands are global powerhouses, with the Top 50 generating an average of 73% of their business outside the domestic market, a level of international reliance few countries can match. Global leaders such as SAP, Siemens and DHL continue to benefit from Germany’s reputation for quality, reliability and social responsibility, helping them win preference and premium pricing in markets worldwide. Germany’s leading 30 brands now rank third globally across all Kantar BrandZ country valuations, behind the Global and Chinese rankings, cementing their status as Europe’s strongest brand portfolio.
Germany’s Top 50 Most Valuable Brands show the enduring global strength of ‘Made in Germany’. In a market that changes at speed, these leading brands stand out by combining strong identities with the intelligence to act quickly and confidently. Their next wave of growth will come from understanding the right signals, from shifting consumer expectations to the opportunities created by AI, and using evidence to make decisions that strengthen both brand and enterprise value.
Business tech brands dominate Germany’s value growth
In 2026, brand value growth in Germany is led by the Business Technology & Services Platforms category. Its four brands collectively rose 19% to reach US$180.9bn, accounting for nearly a third (32%) of the total BrandZ ranking. Telecom Providers follow as the second-strongest value contributor, with just two brands generating 22% of the ranking’s total at US$126.1bn.
The Automotive sector remains one of the ranking’s largest, with seven brands responsible for 12% of the total value. BMW leads the category, rising 8% to US$21.8bn as the company stabilises performance despite ongoing industry challenges. Recent financial improvements have been supported by a slight uptick in vehicle sales, driven by electrified models. Consumers also rate BMW highly on Meaningfulness, Difference and Salience – signals of a healthy brand with strong long-term impetus.
Retail boasts the highest number of brands, with 10 together contributing 12% of the ranking’s total value ($69.4bn). Aldi (No.4; +18%; $27.7bn) and Lidl (No.6; +36%; $21bn) lead the category by some distance. Operating in 31 countries, Lidl has maintained its growth trajectory by combining low prices with strong product quality, earning high consumer scores for Meaningful Value. Initiatives like its ‘Flavour of the Week’ programme further differentiate the brand, broadening its appeal and meeting a growing range of shopper needs.
Financial Services is one of this year’s standout sectors, with five brands delivering some of the strongest value gains and contributing 6% of the Top 50’s total at US$33.4bn, reflecting sharper profitability, stronger capital positions and rising consumer trust. Allianz leads the category, powered by deep trust, and a highly distinctive brand profile that keeps it both relevant and unique.
More key trends from the 2026 Kantar BrandZ Top 50 Most Valuable German Brands report include:
- The ranking welcomed back three brands in 2026: HypoVereinsbank (No.40; $1.5bn), cruise operator AIDA (No.46; $1.3bn), and car rental company Sixt (No.50; $1.1bn).
- Credible sustainability drives incremental growth. German consumers remain passionately concerned about the state of the world, and reward brands that act responsibly and authentically. Brands with high scores for sustainability, including MAN, dm, and Deutsche Post, are twice as valuable as others.
- Meaningful Difference fuels competitive advantage. The strongest growth comes from brands that meet consumer needs in distinctive and compelling ways. A remarkable 39 of the Top 50 brands outperform on ‘Meaningful Difference’, enjoying four times the value of those that do not. Standing out while staying relevant has become the core driver of brand value in Germany.
The 2026 Kantar BrandZ Top 50 Most Valuable German Brands ranking, full report and in-depth analysis are now available at: www.kantar.com/campaigns/brandz/germany
For category-level competitive insights, Kantar’s free BrandSnapshot tool, powered by BrandZ, offers at-a-glance intelligence on 15,000 brands worldwide. Explore it here.
