The Kantar BrandZ Top 50 brands in Germany are worth $506 billion, an impressive 24% increase since last year. Over half of German brands have increased in brand value, through international expansion and global recognition.
Highlights from this report, which includes the opinions of 11,000 respondents about 2,000 brands across more than 168 categories, reveal:
- Telekom leads for the third year, and is the first German brand to exceed the $100 billion valuation mark
- SAP, at No.2 ($92.3bn), is the highest riser, up 79% in brand value
- Siemens, Aldi and Bosch round out the top five, all showing double-digit growth
- Birkenstock is the highest new entry and debuts at No.25. Other newcomers include Kärcher, Douglas, and Penny Market
- Volkswagen, MAN and Audi show resilience, with future growth expected from EV and sustainability initiatives
- In a volatile global climate, brand investment is not optional, it's a strategic imperative for resilience and long-term growth.
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Discover how Germany’s strongest brands are driving growth through brand equity investment
Infographic
Discover the key results in this infographic. 10 German brands - Telekom, SAP, Siemens, ALDI, Adidas, Mercedes-Benz, BMW, Lidl, Porsche and Nivea - also feature in BrandZ’s global rankings. German brands with a global business strategy are growing more than four times faster than those without. Telekom, SAP, Siemens and Mercedes-Benz appeared in BrandZ’s first global ranking in 2006.
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Top 50 Video
The most valuable brands tend to be more Meaningful, Different and Salient than the average brand. In fact, 58% of Germany’s Top 50 brands qualify as Meaningfully Different, and these brands score 44% higher in brand value than those with low Meaningful Difference. When combined with great Salience, this number jumps to 62%. Discover the top German brands in this video.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
The total value of the top 50 German brands now reaches $407 billion. As the ranking continues to demonstrate sustained growth, each brand has increased its value by an average of +2.3% or $528 million, outperforming the Global Top 100 Most Valuable Brands and other notable BrandZ rankings, including China, India, Japan and the UK.
Highlights from this report, which is based on the opinions of more than 96,600 respondents about 2,004 brands across 160 categories, reveal:
• Telekom remains Germany’s most valuable brand, worth almost $74 billion, as reported by Frankfurter Allgemeine Zeitung (FAZ)
• SAP (No.2; $51.5bn) and Siemens (No.3; $28.2bn) complete the top three
• Commerzbank (No.40; $1.4bn) returns to the ranking and Flink (No.44; $1.3bn) enters for the first time
• Brands from Germany's renowned automotive sector have increased by 11% overall
• German brands’ leadership lies in their salience, but also in their difference, which is essential in strengthening a brand's pricing power.
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Germany’s latest brand valuation ranking reflects the strong foundations of multiple legacy brands that have built great strength, affinity, and pride amongst people over time. The Top 50 most valuable German brands of today are worth $372bn, representing a 5% increase over two years.
Highlights from 2023’s study, which is based on the opinions of more than 87,000 respondents about 1980 unique brands across 160 categories include:
- Telecommunications Provider, Telekom/T-mobile, takes the number one spot with a brand value of $62.7bn, an impressive increase of 43% since 2021
- The most valuable category is Germany’s iconic Automotive sector, with Mercedes-Benz (No.3; $24.6bn) leading the way, followed by BMW (No.4; $22.4bn)
- Retail features the largest number of brands, led by online giant Otto (+44%; $1.9bn) which climbed seven positions to No.35
- Two newcomers enter the ranking: Jacobs (No.30; $2.2bn) and MAN (No.37; $1.8bn)
- TUI (No.39; $1.6bn) and Dr.Oetker (No.43; $1.2bn) return to the Top 50
German brands stand out in three areas that are crucial for growth today: purpose, sustainability, and diversity and inclusion, and people overall perceive them to be especially committed to sustainability. Find out more about how the biggest German brand value success stories are strengthening connections with customers in the full report.
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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.
Download the Kantar BrandZ Most Valuable German Brands 2021 report
Download the Kantar BrandZ Most Valuable German Brands 2021 infographic
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