The Top 50 brands in Germany are worth $506 billion, an impressive 24% increase since last year, according to the 2025 Kantar BrandZ Top 50 Most Valuable German Brands report published today. Over half – 29 out of the 50 brands – have increased in value with Germany’s brands driving this growth through international expansion and global recognition.  

This is also reflected in BrandZ’s global report, with 10 German brands – Telekom, SAP, Siemens, ALDI, Adidas, Mercedes-Benz, BMW, Lidl, Porsche and Nivea – included in the global rankings. 

Telekom tops Germany’s ranking for the third consecutive year, with a brand value of $105.7bn and is the first German brand to exceed the $100 billion valuation mark. On a global level, Telekom is one of the top 20 most valuable brands and since 2025, the most valuable telecommunication brand, even surpassing American telecoms leaders. The brand continues to accelerate its growth through its extensive 5G network rollout, strategic partnerships and a consistent and effective marketing approach. Campaigns like #NoHateSpeech, which demonstrate the dangers of disinformation, are also helping to make the brand even more different and meaningful in consumers’ minds.  

SAP is at No.2, with a brand value of $92.3bn. The largest European and third-largest global software brand, SAP has seen record brand value growth in the past year, up 79%, boosted by its continued focus on innovation in cloud computing, artificial intelligence and machine learning. It is the Top Riser in the new German brand ranking and ranks No.23 in BrandZ’s Global Top 100.  

Siemens (No.3; $36.4bn) and Aldi (No.4; $23.4bn) are among this year’s top risers with brand value growth of 29% and 28% respectively. Siemens' strong position is a result of its diversified portfolio in energy, healthcare and industrial automation, while investments in sustainable energy solutions and digital industries have bolstered its brand value. 

Bosch ($22.7bn) rounds off this year’s Top 5, increasing brand value by 40% and moving up from 9th to 5th place. Making its debut at the Super Bowl in 2025 with an ad featuring Antonio Banderas and the slogan ‘The more you Bosch, the more you feel like Bosch’, the company is investing in repositioning its range of home appliances and power tools under a single brand. 

Birkenstock shoehorns its way into Top 50 as highest entry among four newcomers 

Four newcomers enter the German brand ranking from three different categories: apparel, home appliances and retail. Birkenstock (No.25; $2.8bn) becomes the highest new entry in the German ranking, further reflecting the ambitious international expansion of German brands. The brand has undergone a major transformation in recent years cemented by actress Margot Robbie wearing a pink pair in the movie Barbie in 2023. The brand has built on this recognition since, collaborating with stylish influencers and more recently with the likes of Manolo Blahnik and Jil Sander. 

Kärcher (No.48; $1.1bn), Douglas (No.49; $1.1bn) and Penny Market (No.50; $1.0bn) are the other newcomers this year. Discount supermarket chain, Penny Market continues to successfully appeal to consumers with its low-cost products, whilst Douglas has focused on the premium end of the beauty market to become Europe’s largest omnichannel beauty retailer. Kärcher, celebrating its 90th anniversary this year, is a globally recognised cleaning technology brand. In 2024, the company achieved record turnover, indicating strong global demand and effective market strategies. 

This year‘s German and global BrandZ rankings demonstrate more than ever that German brands are truly trusted and loved by consumers all over the world. We are proud to have enduring names represented and admired on the global stage, but times are changing. The economy continues to cause uncertainty, here and in other markets, and while Germany‘s Top 50 shows impressive growth, this is not guaranteed. Brands that continue to invest in good and bad times are more resilient and better able to identify future opportunities for growth. 

Retail rules with 12 brands in the Top 50 

The retail category once again has a major presence in this year’s list with 12 brands worth $60bn, accounting for 12% of the ranking’s total brand value, Aldi (No.4; $23.4bn) enters the top 5 for the first time, largely due to aggressive expansion strategies and a focus on providing high-quality products at competitive prices. Lidl (No.10; $15.5bn) also rises one place to No.10 in the ranking, increasing its brand value by 21%. Edeka (No.19; $23.6bn) increases its brand value by 16%, rising two places to join the top 20 brands. Edeka’s marketing campaigns are underpinned by strong creative, and it has been awarded as the “Most Creative Brand” in the ranking. One of its most enduring campaigns is, "Wir lieben Lebensmittel,” (“We love food”) emphasising Edeka's passion for high-quality food and excellent customer service. 

Automotive hits slow lane but with room for growth 

Despite global admiration for Germany’s car brands, the automotive sector is facing fresh challenges from China and the threat of US tariffs. Automotive brands dominate the ranking, with seven brands accounting for 15% of the total brand value. Some automotive brands did find value growth this year, including Volkswagen ($7.4bn; +13%) at No.14, MAN ($1.7bn; +8%) at No.37, and Audi ($7.4bn) remaining stable at No.15. The shift towards electric vehicles and sustainable mobility solutions is expected to drive future growth for these brands. 

The Kantar BrandZ Top 50 Most Valuable German Brands 2025 ranking, report and extensive analysis are available now at: www.kantar.com/campaigns/brandz/germany