• Germany's news in English
 
app_header_v3

Germany's 50 most valuable brands

The Local · 11 Jun 2014, 07:13

Published: 11 Jun 2014 07:13 GMT+02:00

The study, conducted by brand consultancy Interbrand and released on Monday, ranked the 50 German brands according to the competitive strength of the brand, the role the brand plays in a purchase decision, and the financial performance of the products and services.

"Germany has a long tradition in the fields of brand development and brand management," Nina Oswald, Interbrand Germany's managing director said. "Germany has a large number of extremely successful, major brands: almost half of the listed brands have brand values far exceeding €1 billion."

With a market worth of €25.55 billion, Mercedes-Benz took the top spot.

One of the leading luxury brands in the United States and Germany, the Stuttgart-based automaker is also racing to the top of the high-end markets in Russia and China. The study attributed the brand's success to green technology and a focus on customer service.

Munich-based automaker BMW came a close second with an estimated brand value of €25.49 billion.

The report cited the company's focus on sustainability and urban mobility through mobile apps as reasons for the brand's high placement. It also called attention to the brand's i series of electric and hybrid vehicles which are targeted at the premium market.

Volkswagen landed in fifth with a value of €8.9 billion. The brand of the "people's car" was lauded for its commitment to customers and design creativity.

Audi trailed behind in eighth (€6.2 billion). Its prominence in the Chinese market and investment in new technology were cited as grounds for the high market worth.

And luxury car brand Porsche fell just out of the top ten, landing in the number 12 spot (€5.18 billion).

"Automotive brands performed well above average overall," J. Justus Schneider, CEO of Interbrand Central and Eastern Europe said. "They make up 40 percent of the total brand value in the entire ranking."

Automakers aside, the software company SAP, which focuses on Big Data analytics and cloud-based solutions came in third place, with a value of €13.4 billion.

Leading German telecommunication provider Deutsche Telekom was fourth (€12.3 billion), for its pan-European acquisitions in other business sectors such as eHealth, and energy applications. Siemens fell behind Volkswagen in sixth place with €6.8 billion.

Find out more about Germany's 10 most valuable brands here

Below par

One of the world's leading financial service providers Deutsche Bank (€3 billion) landed in 15th behind Deutsche Telekom, Siemens and Allianz.

The study claimed that the banking giant has "much greater potential" and cited changes in company culture, frustrated employees and an overall "lack of clarity and commitment" as reasons for its low placement.

Interbrand also releases an annual Best Global Brands Report, which ranks the top 100 brands worldwide by market value. German brands have long enjoyed above-average representation in past years' rankings, yet the present study marks the first time the agency has surveyed the German market on its own.

SEE ALSO: German carmakers celebrate record US sales

For more news from Germany, join us on Facebook and Twitter.

The Local (news@thelocal.de)

Your comments about this article

Today's headlines
German MPs file war crimes suit against Erdogan
Recep Tayyip Erdogan. Photo: DPA

A group of German politicians and public figures have filed a lawsuit against Turkish President Recep Tayyip Erdogan, accusing him of committing war crimes against his country's Kurdish minority.

Brexit vote
Merkel: no backroom deals with UK on Brexit
Angela Merkel. Photo: DPA

Chancellor Angela Merkel ruled out on Monday informal talks with the UK on the terms of a Brexit, but said the EU should be patient with London.

Sartorial slip-up leads police to pipe bomb
A sign reading FCK CPS. Photo: Jürgen Telkmann / Flickr Creative Commons.

Police stopped a man because he was wearing a FCK CPS shirt, only to discover he had been making a pipe bomb.

Gay German MP 'violently arrested' at Istanbul demo
Volker Beck and Terry Reintken in Istanbul. Photo: DPA

One of the most prominent members of Germany's Green party has been arrested in Turkey after attending a banned demo at the end of Gay Pride Week.

Man Utd target blasts Germany to win over Slovakia
Julian Draxler (l) celebrates with Mario Gomez and Thomas Müller. Photo: DPA

Germany coach Joachim Löw appears to have found the right formula to get his attack firing at Euro 2016 after Julian Draxler's outstanding contribution in Sunday's 3-0 win over Slovakia.

Germany says 'won't let anyone take Europe from us'
Steinmeier called the European Union “a successful project of peace and stability”. Photo: DPA

German Foreign Minister Frank-Walter Steinmeier said on Saturday that the EU would weather the shock of the British vote to leave the union as he convened crisis talks.

Brexit vote
Brexit will turn Berlin into 'Europe’s startup capital'
A sign in Berlin's tech giant and startup-building company Rocket Internet. Photo: DPA.

London is currently thought of as the main hub for startups in Europe, but that will all turn around when the UK leaves the EU, tech industry experts say.

Brexit vote - Analysis
'Germany needs to make UK come to its senses'
British Leave campaigners celebrate Brexit result. Photo: DPA

Britain leaving the EU means trouble ahead for Germany - and its hardest task will be convincing the Brits to drop a self-defeating ideology, a leading foreign policy expert told The Local.

How to get German citizenship (or just stay forever)
Photo: DPA.

Considering a change of passport after the UK's vote to ditch the EU? Here’s how to do it.

Germany makes fracking verboten
A sign in North Rhine-Westphalia. Photo: DPA.

German lawmakers approved a law that essentially bans fracking, ending years of dispute over the controversial technology to release oil and gas locked deep underground.

Sponsored Article
Avoid hidden fees when sending money overseas
Features
How two gay dads cut through German red tape to start a family
Sponsored Article
Why you should attend an international job fair
Features
Six odd things Germans do in the summer
Travel
These 10 little-known German towns are a must see
Sponsored Article
Education abroad: How to find an international school
National
Five things to know about guns in Germany
Sponsored Article
Health insurance for expats in Germany: a quick guide
Gallery
7 photos which show the aftermath of Bavaria's Autobahn bridge collapse
Culture
10 things you need to know before attending a German wedding
National
Eight weird habits you'll pick up living in Germany
Sponsored Article
US expats: Taxes are due June 15th
Lifestyle
Six reasons 'super-cool' Berlin isn't all it's cracked up to be
Society
Only one country likes getting naked on the beach more than Germany
Lifestyle
23 ridiculously fascinating things you never knew about Berlin
Culture
8 German words that perfectly sum up your 20s
Sport
How to sound like an expert on German football this summer
Lifestyle
Can't make it past the door at Berlin's most famous club? Help is at hand
Business & Money
Why Frankfurt could steal London's crown as Europe's finance capital
Features
6 surprising things I learned about Germany while editing The Local
Culture
Five sure-fire ways to impress Germans with your manners
Features
6 reasons Germany's summer is unbeatable for thrill-seekers
National
The future belongs to these 10 German regions
Society
How pictures of footballers on chocolates made Pegida really mad
Health
New father's tragic herpes warning touches 1000s online
7,874
jobs available
Toytown Germany
Germany's English-speaking crowd