Germany’s most valuable brands are proving their resilience. Against a backdrop of the twin challenges of COVID-19 and the threat of a lasting economic recession, the overall value of Germany’s Top 50 ranking has grown by 5%.
SAP retains its position as Germany’s most valuable brand, growing by 9% to $55.6 billion in brand value. Deutsche Telekom remains second with a valuation of $47.1 billion. BMW secures third position, growing by 5% to $23.1 billion.
Zalando (no.16) becomes the fastest riser in the German Top 50 ranking this year, growing by 64% in brand value to $5.1 billion. Access rich data and analysis on Germany’s top brands, learnings spanning 19 categories and thought leadership on pricing and perceptions of fairness, as well as the role of sustainability in the future of German brands.
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Discover the Top 50 German brands, their rankings and brand values.
Featuring 18 industry sectors, Germany has the most diverse BrandZ country ranking. With a value of $336 billion, it remains the most valuable in Europe, ahead of France, Spain and the UK.
SAP maintains its top spot in 2020 with a valuation of $50.9 billion, while Deutsche Telekom grows 9% to $44.9 billion to stay in second place. Mercedes-Benz is the biggest car brand at number three with a brand value of $22.1 billion.
Home to a host of Europe’s most valuable brands, the BrandZ Top 50 German brands have grown 11% in the past year to a cumulative value of $341 billion making it the third most valuable BrandZ ranking globally behind the US and China.
While consumers perceive German brands as some of the most innovative in Europe, they struggle to form an emotional connection with them as love scores for the Top 50 decreasing year-on-year. These brands may be huge global success stories but greater warmth would help them deliver event more growth.
Take a look at the report to discover what consumers really think about Germany’s most valuable brands, which brands have climbed the ranking, and how to build a strong brand that stands the test of time.
Kantar and WPP have published the first BrandZ™ Top 50 Most Valuable German Brands ranking and report. The annual report will cover the evolving landscape for German brands and track their value. The total value of the 2018 BrandZ Top 50 German brands is $305.7 bn underscoring Germany’s role as the economic engine of Europe.
SAP leads the ranking, with Deutsche Telekom taking the no. 2 spot followed by BMW, Mercedes-Benz, and DHL. The car category, which also includes Audi, Porsche and Volkswagen, dominated the ranking with a combined value of $66.6 bn.
The report also highlights the importance for German brands to both continually innovate, and communicate their innovation to customers, if they want to protect themselves from global disruptive brands. The report covers some of the successes of companies that are adapting quickly both to changing technologies and consumer demand.
Read the report to find out more about the German market; how the most successful brands are performing as well as new strategies for building healthy brands that will stand the test of time.