Kantar Millward Brown and WPP have published the first BrandZ™ Top 50 Most Valuable German Brands ranking and report. The annual report will cover the evolving landscape for German brands and track their value. The total value of the 2018 BrandZ Top 50 German brands is $305.7 bn underscoring Germany’s role as the economic engine of Europe.
SAP leads the ranking, with Deutsche Telekom taking the no. 2 spot followed by BMW, Mercedes-Benz, and DHL. The car category, which also includes Audi, Porsche and Volkswagen, dominated the ranking with a combined value of $66.6 bn.
The report also highlights the importance for German brands to both continually innovate, and communicate their innovation to customers, if they want to protect themselves from global disruptive brands. The report covers some of the successes of companies that are adapting quickly both to changing technologies and consumer demand.
Read the report to find out more about the German market; how the most successful brands are performing as well as new strategies for building healthy brands that will stand the test of time.