Stable market value growth among Interbrand’s Best German Brands 2015 / Once again, Mercedes-Benz is number one in the brand ranking / TUI, Audi, Volkswagen and Bayer see high double-digit increases in value / Jägermeister, Dekra and Sixt are new to the top 50
Berlin/Cologne, June 9, 2015 – Interbrand, the world’s leading brand consultancy, is publishing its second ranking of the 50th most valuable brands in Germany – Interbrand’s Best German Brands. The study provides insightful findings about the annual development of the strongest German-based brands, specific market trends and the overall development of the German economy.
The total value of all brands in the top 50 was 171.977 billion euros, representing stable growth for the German companies over the previous year.
“German brand managers are doing a great job. The amount of value a brand brings to a company is steadily increasing,”
explains Nina Oswald, Managing Director Interbrand Germany.
“Strategic investments in the brand are paying off. All climbers in the ranking had an outstanding year in terms of financial performance. This is especially true for the automobile industry, which is represented with four brands leading this year’s ranking as some of Germany’s most valuable. Mercedes-Benz is still at the top of the Best German Brands list, with a brand value of 25.438 billion euros. Its timeless appeal, successful tagline, “The best or nothing”, and an expanded, modernized range of models make Mercedes-Benz the most valuable brand in Germany. Like last year, BMW followed in second place at 25.195 billion euros. The Munich-based company was able to increase sales by a considerable 9.5%. The brand was also able to strengthen its position in the area of sustainable mobility with the innovative BMWi product line.
Volkswagen remained in fifth place, increasing its brand value by 14% to 10.161 billion euros. The company is on the path to becoming the world’s largest automobile manufacturer. This strong growth was largely driven by rapidly increasing sales in Asian markets as well as the enhanced emotional appeal of the brand at its most important touch points. Audi experienced the greatest increase in brand value, now valued 17% higher at 7.283 billion euros, and climbed two spots in the ranking to sixth. Audi has been consistently successful with its very progressive brand strategy. The brand increased global sales by 6.1% over the previous year. In 2014, Audi was once again the top premium automaker in Europe and China.
Between the automotive brands was Deutsche Telekom, climbing to third place with a 5% increase in brand value – trading places with SAP, which slipped slightly from last year’s ranking. The other top 10 brands are BASF, Siemens, Bayer and Allianz. One noticeable trend is that the B2B brands in particular, BASF (+8%) and Bayer (+12%), were able to increase their brand values disproportionately higher than the others. Major investments in the brand secure long-term competitive advantages for brands in highly competitive global markets. These could include introducing a new tagline (“We create chemistry”, BASF), adopting a highly value-based branding or developing a new global employer brand (Bayer).
“The major B2B brands have realized that their relevance goes far beyond their direct customer relationships. They address major topics in society today to reach the consumers – offering platforms, initiatives and programs to enhance their awareness, recognition and relevance,”
Nina Oswald explained.
adidas is no longer part of the top 10 due to a decline in EBIT, very strong competition and a lack of innovation. As a result, the brand lost 9% in value and is now in 11th place. The only other brand to lose more ground was Montblanc. Mediocre sales and extensive restructuring have lost the brand 11% of its value, and it dropped from 23rd to 26th place in the ranking.
The TUI brand value increased much more than any other, making the biggest jump in the ranking by climbing six places to 24th. The world’s largest travel group has achieved a greater presence and will further prove its continuity over the long term. Comparing the individual industries reveals a very clear picture. “The automobile industry makes up over 45% of the total value in the ranking. With an increase of 5.4%, it has further strengthened its position as the solid foundation of the German economy,” explained Nina Oswald when discussing the industry ranking. Indeed, other industries in Germany could also benefit from long-term brand strategies. Brands in the areas of FMCG (5.5%), telecommunications (4.7%) and retail (3.8%) also saw increases.
With a total of 11 brands, German retailers were very well represented in the ranking of the 50 most valuable German brands. The main drivers of growth were Aldi and Lidl (each increasing over 10%). Both retail companies have expanded their brands to include a strong lifestyle aspect. Aldi announced extensive increases in organic products and launched the Aldi inspiriert (“Aldi Inspires”) customer magazine, while Lidl introduced a new corporate image campaign and methods of approaching customers.
Nina Oswald summed up the results effectively:
“Good branding is not a question of the industry – in fact, all three newcomers are from different industries.”
The highest-ranking newcomer this year is Jägermeister, recognized for its strong performance, solid business forecast and extremely authentic, distinctive brand experience. Jägermeister has a strong online and social media presence, and consistently surprises the public with innovative creative concepts like the special edition “city bottles”. The unmistakable hunter-green bottle entered the ranking at 40th place with a brand value of 420 million euros. Sixt (44th place) and Dekra (47th place) are the other new brands in this year’s ranking. Sixt has maintained a strong presence over the past several years as well as a very independent, consistent brand experience. The responsiveness of the brand is truly extraordinary, with communication adapted to reflect the day’s events – like the “Our employee of the month” campaign during the GDL strike.
With its positioning as a neutral entity, Dekra is keeping its brand on track to further international expansion and growth: The company is very consistent, serious, authentic and progressive, continuously developing its portfolio of products and services. Due to strong growth among individual brands as well as the many newcomers to this year’s ranking, Tchibo and Saturn are no longer included in the top 50 list. Another brand to leave the ranking is Kabel Deutschland, following Vodafone’s announcement to take the brand off the market this year. Kabel Deutschland is currently in a period of transition.
Interbrand’s complete Best German Brands Report 2015, including several articles, is available at www.bestgermanbrands.com
If you have any questions, please contact:
Sandra Köhler, Manager Corporate Communications
T +49 221 95 172 159, M +49 171 53 42 314, firstname.lastname@example.org
Founded in 1974, Interbrand was one of the first brand consultancies to recognize the significance of brands as corporate assets, and is an influential player in the field of value oriented
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Brand rankings by Interbrand
The “Best German Brands 2015” ranking determines the 50 most valuable brands in Germany. Each brand needs to fulfill four criteria to be included in the ranking: First, the brand must originate in Germany. The brand must also have sufficient publicly accessible data on its financial performance. Third, the brand must have a positive economic value added (EVA) over the long term to indicate profitability. Finally, it must be highly visible and familiar to the majority of people in Germany.