BrandZ Top German Brands

Featuring 18 industry sectors, Germany has the most diverse BrandZ country ranking.  With a value of $336 billion, it remains the most valuable in Europe, ahead of France, Spain and the UK.

SAP maintains its top spot in 2020 with a valuation of $50.9 billion, while Deutsche Telekom grows 9% to $44.9 billion to stay in second place. Mercedes-Benz is the biggest car brand at number three with a brand value of $22.1 billion.

Explore the full report for new market insights and brand success stories spanning all of German life, from banks and beer to apparel and insurance.


Thought Leadership

Don’t fly blind

KPI development is an essential part of brand management, linking brand strategy expertise with analytics. Andreas Hilgers discusses the 3 key questions to ask when developing specific brand KPI systems.


What’s the big idea?

What separates a truly big idea from one that is merely ordinary? Edvin Babic argues that it is consistent, emotional storytelling that makes consumers resonate with the brand and get a clear sense of its purpose


The 3rd age of consumption

What does the Third Age of Consumption require from brand management? Thorsten Esch discusses the new challenges presented to brand managers such as serving niches via micro-targeting whilst also focusing on brand purpose