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Germans stick with homegrown classic brands during tough times

The Local · 24 Feb 2010, 16:55

Published: 24 Feb 2010 16:55 GMT+01:00

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Established German brands such as Bayer’s Aspirin, Volkswagen cars, Asbach-Uralt’s brandy, skincare products from Nivea and appliances by Miele topped the Teutonic picks in the “European Trusted Brands 2010” survey conducted by magazine Reader’s Digest.

Some 32,000 people, among them 9,000 Germans, responded to the annual poll that highlighted 33 different categories from automobiles to toothpaste.

The magazine attributed the resurgent dominance of old German brands to a need for security and trust in the wake of the global economic crisis.

It also said that public discourse played a big role, highlighting the example of Deutsche Telekom’s internet service provider T-Online, which overtook US internet giant Google’s spot on the 2009 list following political questions about the company’s collection of personal information.

Environmental sensibilities were also a dominant theme, and German companies with the best reputations for ecological engagement included Sparkasse banks, Aral petrol stations, Miele appliances, Frosch cleaning products, and Persil detergent.

The German skincare brand Nivea was particularly impressive, ranking as the most trusted brand of its category in all of the 16 countries included in Europe-wide survey.

“When a brand gains the attention and trust of consumers despite intense competition, it’s a great achievement,” head of Reader’s Digest for Germany, Switzerland and Austria said in a statement. “Only the consumers who have had their trust confirmed remain true to a brand.”

Germany’s favourites

• Automobile: Volkswagen (German)

• Bank: Sparkasse (German)

• Clothing: C&A (German)

• Petrol: Aral (German)

• Computer: Fujitsu Siemens (Japan)

• Make-up: Yves Rocher (France)

• Fragrances: Yves Rocher (France)

• Beverage: Coca-Cola (US)

• Cold medicine: Wick (German)

• Camera: Canon (Japan)

• Breakfast cereal: Kellogg’s

• Hair care: Schwarzkopf (German)

• Groceries: Aldi (German)

• Appliances: Miele (German)

• Cleaning products: Frosch (German)

• Skincare: Nivea (German)

• Internet service provider: T-Online (German)

• Coffee and tea: Tchibo (German)

• Credit card: Visa (US)

• Milk products: Müllermilch (German)

• Mobile phone service provider: Vodafone (UK)

• Mobile phones: Nokia (Finnish)

Story continues below…

• Food brand: Maggi (German)

• Travel company: TUI (German)

• Pain killer: Aspirin (German)

• Shoes: Rieker (German)

• Sekt: Rotkäppchen Sekt (German)

• Spirits: Asbach (German)

• Candy: Haribo (German)

• Insurance: Allianz (German)

• Vitamins: Abtei (German)

• Laundry soap: Persil (German)

• Toothpaste and mouth care: Odol (German)

The Local (news@thelocal.de)

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Your comments about this article

01:02 February 28, 2010 by madgerman1
As a german amerikan i ALWAYS try to buy only GERMAN products for the simple reason..they are the BEST in the world!
05:27 February 28, 2010 by RHS
We are now buying most of our food at ALDI in Hanover - Pennyslvania. It is run and laid out exactly as ALDI Sud in Germany, and the prices are so much lower than any other store!!!!

I agree that German products are generally very good - perhaps the best in the world. I always buy Nivea eye creme for men. It helps keep away the skin dryness and the wrinkling during our cold winter. I must thank

Aldi for offering my favorite Moser Roth chocolate bars,Austrian Waffernusse bars, and the wonderful German ginger cookies at Christmas time.
19:44 February 28, 2010 by madgerman1
You can take the boy out of GERMANY,but not the GERMAN out of the boy!
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