New Study: Best German Brands 2014
Interbrand, started in 1974 with its approximately 40 offices around the globe, is one of the biggest and oldest brand consultancy companies around the world. Every year, Interbrand conducts and publishes various studies relating to brands, their value and the impact on companies and consumers.This year they published for the first time a ranking of the 50 best German Brands. The new study published on 6 June 2014 relates to the “Best German Brands 2014″, which does not just give an in-depth insight, but also an overview about new trends and developments.
Automotive Brands in Germany
The most valuable German brand 2014 is Mercedes Benz with a brand value of 25,54 billion Euros. Competitor BMW is following close behind with a brand value of 25,49 billion Euros. Volkswagen, which is the European market leader is ranked on place five with a brand value of 8,9 billion Euros. Audi made the eighth place and Porsche is ranked as number twelve. All in all, automotive brands from Germany perform extremely well. One reason for this result is that the automotive industry has been investing for many years in the brand management.
Deutsche Telekom is ranked as number four. A result of constant and in-depth brand management in the last 20 years. Deutsche Telekom showed that brands always have to face the change of costumers needs. Surprising is that Congstar as a young brand is placed on rank 45 with a brand value of 222 million Euros. This result shows that also new brands can be successful because of a good brand idea and a high flexibility with regard to customers' requirements.
Retail Brands in Germany
Germany also has strong retail brands. Therefore, 13 German Brands are ranked in the “Best Retail Brands 2014”. Thus, it is not surprising that also some retail brands count to the “Best German Brands”. For example Aldi is ranked 18 with a brand value of 2,18 billion Euros or Edeka, on 27 with a brand value of 1,15 billion Euros and REWE placed on number 41 with a value of 385 million Euros. To reach a high brand value the retail brands have to follow new trends and be quick and innovative. Edeka, for example, is very successful with its own bakery and own products like SOYES (pasta made out of soya). Another strategy of a lot of retailers is to go back to the places where the consumers are, for examples in the city centers, at airports, railway or petrol stations. This development can be seen by projects like “REWE city” or the “REWE Center Concept Stores”. Of course, also salesvia ecommerce are rising. Therefore it is getting more and more important to offer easy assesable online shops for the consumers. Also some shops like Douglas, ranked at place 46 with a brand value of 156 million Euros use successful bonus systems. The Douglas Card for example is used by more than eight million consumers in Europe.
Business to Business (B2B) Brands in Germany
B2B describes commerce connections between businesses, such as between a producer and a retailer. The opposite are transactions between business and consumer or government. B2B Brands of Germany as BASF (rank 7 with a brand value of 6,4 billion Euros), Linde (rank 19 with a brand value of 1,72 billion Euros) und Evonik (rank 22 with a brand value of 1,51 billion Euros) have a high potential. Through stronger brands they are able to improve the value of their companies. The ranking shows that they are quick successful with their boarding and marketing strategies.
Germany also has got some strong very industry brands. Siemens as the largest technology company in Europe is ranked on place 6 with a value of 6,81 billion Euros. Especially strong is the chemical industry. For example BASF is placed on 7 with a brand value of 6,47 billion Euros, followed by the chemistry and pharma company Bayer ranked on place 10th with a brand value of 5,61 billion Euros.
If you want to see the whole ranking, follow the link: http://www.bestgermanbrands2014.de/en/
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