HISTORY OF EXCELLENCE FUELS LEADING GERMAN BRANDS
I am delighted to introduce you to the inaugural WPP BrandZ™ Top 50 Most Valuable German Brands ranking.
This pioneering study ranks the country’s
most successful brands, analyzes their
strengths, and identifies the key forces
behind brand growth in Germany. It is
the first edition of an annual review that
will track and anticipate the evolving
environment for brands in Germany, and
will chart and explain the changing fortunes
of the country’s most valuable brands.
We are incredibly excited to be bringing
the BrandZ™ study to Germany. This is the
largest economy in the European Union and
the fourth-largest in the world.
In a world rippling with uncertainty, we have
come to regard Germany as the ballast that
keeps Europe steady. While the geopolitical
landscape shifts all around it, Germany
just keeps on going doing what it does best:
inventing, exporting, creating jobs and
gradually growing. And winning World Cup
finals.
Germany is also home to a long line of
successful and enduring local brands that
have become global household names.
The original Eau de Cologne, 4711, dates
back to the 1700s, and many of Germany’s
famous brewers have been using the same
recipes for even longer than that. In this
inaugural Top 50 ranking, we see clearly
the breadth of the German economy and the
extent of its people’s expertise, represented
by names as varied as ALDI, NIVEA, Beck’s,
DHL, Deutsche Bank, Schwarzkopf and
adidas.
Germany itself has become synonymous
with the design and engineering of the
many automotive brands it has produced;
names like BMW, Mercedes-Benz, Audi and
Porsche. 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.
Similarly, Hugo Boss, Siemens and Bosch
haven’t just taken great products and
services to the world; they have exported
what Germany itself represents.
The strength of the powerful relationship
between “Brand Germany” and the brands
of Germany comes under the spotlight in a
special feature in this report. We draw on
exclusive data and analysis from the annual
“Best Countries” research done by Y&R’s
BAV Group, with US News and the Wharton
Business School. This data shines a light
on how country of origin affects German
brands, and the power of “Brand Germany”
in the mind of the modern global consumer.
We also present market wisdom and
cutting-edge insights from experts from
WPP companies all over Germany, through
extensive Thought Leadership and Best
Practices essays. There are succinct,
action-led recommendations for brands
seeking growth in Germany based on our
expert analysis of the market; see our
Cross-Category Trends on page 26, and
Key Take Aways on page 32, for our take
on how the market is evolving.
There is detailed analysis of the Top 50
ranking: how the most valuable brands
made it to the top, and the work that must
be done to build future value both for
those brands in the list, and those that
are yet to achieve the scale required to
make the Top 50. And we offer a thumbnail
sketch of each of the BrandZ™ Top 50
Most Valuable German Brands, describing
both who they are and how they relate to
this highly sophisticated and increasingly
ad-resistant consumer market.
All of this is presented alongside the
specially commissioned photographs of
Cecilie Østergren, who has captured the
essence of modern Germany in her stunning
shots.
Whether you’re a German brand or a global
name, a startup or a sector stalwart, in this
report you’ll find knowledge and insight to
help you grow more effectively in Germany –
and beyond.
Go to
brandz.com to learn more.