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Discover the BrandZ Top 50 Most Valuable German Brands.
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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.
Discover the Top 50 German brands, their rankings and brand values.
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.
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.
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.
11 June 2018
Consultancy.eu
8 min. read
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The 50 most valuable brands in Germany have a combined value of €263 billion, according to a new study, which places Germany’s top companies ahead of their peers in the UK and France. SAP, Deutsche Telekom, BMW, Daimler and Deutsche Post lead the way, with automotive the country’s standout sector.
The analysis, conducted by professional services giant WPP, assessed the ‘brand value’ of Germany’s top companies – which is a measure of how much a brand alone contributes to corporate value, both in terms of financial value and non-quantitative components. The data found that similar to in other countries, but more so in Germany, value is concentrated at the top of the ranking, with the top two brands – SAP and Deutsche Telekom – between them accounting for 29% of the value of the leading 50 brands combined. In comparison, in the UK, the top two brands provide 21% of the top 50’s value.
Unsurprisingly, the automotive industry plays a key role in Germany’s brand elite. There are five leading global car brands in the German Top 50, a feat which is unmatched in any other national WPP ranking for Western economies. Combined, BMW, Mercedes-Benz, Porsche, Audi and Volkswagon account for a staggering 22% of the total €263 billion brand value. “Germany itself has become synonymous with the design and engineering of the many automotive brands it has produced. These are brands that have made consumers all over the world willingly pay a premium for “Vorsprung durch Technik”, without even knowing quite what it meant,” said David Roth, CEO of The Store, WPP’s division that serves the retail and fast moving consumer goods sectors.
Germany is also the only European market to be led by a technology brand. With a brand value of $48.9 billion, SAP is the undisputed leader in Germany, alone accounting for 16% of the value of the entire German top 50. The company, which was founded in the early 1970s by five entrepreneurial engineers with a vision to change the way companies do business, is today a world leader in enterprise applications – 87% of Forbes Global 2000 companies are a user of SAP software.
Given the strength of Germany’s reputation as a leader in the sector in finance, the relatively small influence of financial services brands is apparent – there are only a handful of banking and insurance businesses in the top 50, including Deutsche Bank and Allianz. Across the board, the top 50 is comprised of brands from 19 different categories, spanning home appliance, apparel, beer, travel, aviation, grocery and media, among others.
An overview of the most valuable brands in Germany, including headquarter city and when the company was established:
1. SAP Brand Value: $48,943 million Headquarter City: Walldorf Category: Technology Year Formed: 1972
2. Deutsche Telekom Brand Value: $39,215 million Headquarter City: Bonn Category: Telecom Providers Year Formed: 1995
3. Bayerische Motoren Werke (BMW) Brand Value: $24,606 million Headquarter City: Munich Category: Cars Year Formed: 1916 4. Daimler Brand Value: $23,587 million Headquarter City: Stuttgart Category: Cars Year Formed: 1883
5. Deutsche Post Brand Value: $18,344 million Headquarter City: Bonn Category: Logistics Year Formed: 1969
6. Siemens Brand Value: $15,224 million Headquarter City: Berlin/Munich Category: Conglomerate Year Formed: 1847
7. Aldi Brand Value: $12,893 million Headquarter City: Essen (ALDI Nord) and Mülheim (ALDI Süd) Category: Retail Year Formed: 1913
8. Adidas Brand Value: $11,820 million Headquarter City: Herzogenaurach Category: Apparel Year Formed: 1949
9. Bosch (part of Robert Bosch) Brand Value: $9,816 million Headquarter City: Munich Category: Conglomerate Year Formed: 1886
10. Audi Brand Value: $8,580 million Headquarter City: Ingolstadt Category: Cars Year Formed: 1909
11. Lidl Brand Value: $8,178 million Headquarter City: Neckarsulm Category: Retail Year Formed: 1973
12. Allianz Brand Value: $7,707 million Headquarter City: Munich Category: Insurance Year Formed: 1890
13. Nivea (part of Beiersdorf) Brand Value: $7,344 million Headquarter City: Hamburg Category: Personal Care Year Formed: 1911
14. Fanta (part of The Coca-Cola Company) Brand Value: $6,315 million Headquarter City: Atlanta, USA Category: Soft Drinks Year Formed: 1940
15. Porsche (part of VW) Brand Value: $5,658 million Headquarter City: Stuttgart Category: Cars Year Formed: 1931
16. Knorr (part of Unilever) Brand Value: $4,512 million Headquarter City: Heilbronn Category: Food & Dairy Year Formed: 1838
17. Volkswagen Brand Value: $4,136 million Headquarter City: Wolfsburg Category: Cars Year Formed: 1937
18. Deutsche Post Brand Value: $3,749 million Headquarter City: Bonn Category: Logistics Year Formed: 1947
19. Deutsche Bank Brand Value: $3,591 million Headquarter City: Frankfurt am Main Category: Banks Year Formed: 1870
20. Sparkassen-Finanzgruppe Brand Value: $3,137 million Headquarter City: Berlin Category: Banks Year Formed: 1778
21. 1&1 (part of United Internet) Brand Value: $2,706 million Headquarter City: Montabaur Category: Telecom Providers Year Formed: 1988
22. EDEKA Zentrale Brand Value: $2,341 million Headquarter City: Hamburg Category: Retail Year Formed: 1898
23. DPD (part of Le Groupe La Poste) Brand Value: $2,316 million Headquarter City: Aschaffenburg Category: Logistics Year Formed: 1976
24. Schwarzkopf (part of Henkel) Brand Value: $2,303 million Headquarter City: Düsseldorf Category: Personal Care Year Formed: 1904
25. Miele Brand Value: $2,250 million Headquarter City: Gütersloh Category: Home Appliances Year Formed: 1899
26. Lufthansa Brand Value: $2,142 million Headquarter City: Frankfurt Category: Airlines Year Formed: 1926
27. Hugo Boss Brand Value: $2,072 million Headquarter City: Metzingen Category: Apparel Year Formed: 1924
28. Beck’s (part of Anheuser-Busch InBev) Brand Value: $1,946 million Headquarter City: Leuven, Belgium Category: Beer Year Formed: 1873
29. Metro Wholesale & Food Specialist Brand Value: $1,806 million Headquarter City: Düsseldorf Category: Retail Year Formed: 1964
30. Puma Brand Value: $1,369 million Headquarter City: Herzogenaurach Category: Apparel Year Formed: 1948
31. REWE Group Brand Value: $1,336 million Headquarter City: Cologne Category: Retail Year Formed: 1927
32. TUI Brand Value: $1,257 million Headquarter City: Hannover Category: Travel Agencies Year Formed: 1923
33. Kaufland Stiftung & Co. Brand Value: $1,249 million Headquarter City: Neckarsulm Category: Retail Year Formed: 1984
34. Commerzbank Brand Value: $1,219 million Headquarter City: Frankfurt am Main Category: Banks Year Formed: 1870
35. Unicredit Brand Value: $999 million Headquarter City: Munich Category: Banks Year Formed: 1780
36. Krombacher Brauerei Bernhard Schadeberg Brand Value: $919 million Headquarter City: Kreuztal-Krombach Category: Beer Year Formed: 1803
37. Otto Group Brand Value: $912 million Headquarter City: Hamburg Category: Retail Year Formed: 1949
38. West (part of Imperial Brands) Brand Value: $877 million Headquarter City: Hamburg Category: Tobacco Year Formed: 1981
39. Tchibo (part of Maxinvest) Brand Value: $854 million Headquarter City: Hamburg Category: Retail Year Formed: 1949
40. ERGO (part of Muenchener Rueckversicherungs-Gesellschaft) Brand Value: $810 million Headquarter City: Düsseldorf Category: Insurance Year Formed: 1997
41. Hasseröder (part of Anheuser-Busch InBev) Brand Value: $792 million Headquarter City: Leuven, Belgium Category: Beer Year Formed: 1872
42. OBI (part of Tengelmann Warenhandelsgesellschaft) Brand Value: $759 million Headquarter City: Wermelskirchen Category: Retail Year Formed: 1970
43. Hipp Brand Value: $744 million Headquarter City: Pfaffenhofen an der Ilm Category: Food & Dairy Year Formed: 1932
44. Alfred Ritter Brand Value: $706 million Headquarter City: Waldenbuch Category: Food & Dairy Year Formed: 1912
45. Hermes Brand Value: $706 million Headquarter City: Hamburg Category: Logistics Year Formed: 1972
46. Bild (part of Axel Springer) Brand Value: $696 million Headquarter City: Berlin Category: Entertainment Year Formed: 1952
47. Aral (part of BP) Brand Value: $618 million Headquarter City: Bochum Category: Motor Fuels Year Formed: 1898
48. Dr. August Oetker Brand Value: $610 million Headquarter City: Bielefeld Category: Food & Dairy Year Formed: 1891
49. Nestlé Brand Value: $519 million Headquarter City: Nonnweiler-Otzenhausen Category: Food & Dairy Year Formed: 1968
50. HUK-Coburg Brand Value: $518 million Headquarter City: Coburg Category: Insurance Year Formed: 1933
https://www.kantar.com/Campaigns/BrandZ/Germany
https://www.consultancy.eu/news/963/the-50-most-valuable-brands-companies-in-germany
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