Germany has been one of the leaders in automobile, telecommunication, technology, and finance. The impact of covid-19 has been an important reason Germany stands to lose 49 billion Euros, which is 11% of brand value in the list of top 100 valuable german brands.
2020 has seen mixed reactions as some industries have struggled to make ends meet, whereas some have managed to hold on to their positions and brand value. Only a few of the brands have shown unprecedented growth and raced ahead in the game.
The top 10 valuable German brands in 2020 are mentioned below-
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1. Mercedes-Benz
With a brand value of 65,041 million US dollars, Mercedes-Benz occupies the 1st spot in the list of top 10 valuable German brands in 2020. It has maintained its 1st position with an upward trend from last year’s figures of 60,355 million US dollars. Founded in the year 1926, this iconic brand is a subsidiary of its parent company Daimler AG. It is an automotive brand that also offers automobile repairing and financial services.
Mercedes-Benz is a B2C brand that reigns as the top brand for its origin country Germany and Europe. The unique and high-end product line that includes commercial and luxury vehicles with innovative features offering a world-class experience has been the hallmark of this world-renowned company. It is one of the strongest brands that have withstood the pandemic’s impact in 2020 with a clear stance and consistent growth.
2. Volkswagen
With a brand value of 44,897 million US dollars, Volkswagen has gained one position and now occupies the 2nd spot instead of 3rd in terms of brand value in the list of the top 10 valuable German brands in 2020. It has shown an upward trend in brand value from last year’s figures of 41,739 million US dollars. The brand has posted its revenues and total assets at 252.632 billion Euros and 488.071 billion Euros, respectively, for 2019.
Volkswagen has been able to retain customers, generate revenues, and manage its reputation in the market. The ranking and rising brand value is proof that the company is on the path to recovery. The sharp fall in sales volume has somehow been mitigated in the Q3 of 2020.
Volkswagen is an internationally acclaimed automotive brand associated with designing, manufacturing, and marketing commercial vehicles, motorcycles, automobiles, turbomachinery, and internal combustion vehicles.
The service portfolio includes insurance, financing, banking, fleet management, and leasing. Volkswagen has a stronghold on the largest market share in Europe for nearly 20 years and the distinction of being the largest automaker in the world based on sales figures from 2016 to 2019.
3. BMW
With a brand value of 40,483 million US dollars, BMW occupies the 3rd spot in terms of brand value in the top 10 valuable German brands in 2020. It was placed at 4th position in 2019 and has gained a position no doubt but has also shown a downward trend with the brand value, which in 2019 was 40,501million US dollars.
The brand has posted its revenues and total assets at 104.210 billion Euros and 228.034 billion Euros, respectively, for 2019. In Q3 2020, the BMW Group has posted solid growth figures of 8.6%, with 675,680 vehicles delivered to customers. The figures are down 12.5% from last year because of the pandemic and its impact on the worldwide market.
BMW was found in the year 1916 and has headquarters based in Munich, Germany. It is a publicly-traded company associated with the automobile industry that manufactures motorcycles and luxury vehicles. The company is owned by Public Float, Stefan Quandt, and Susanne Klatten with 50%, 29%, and 21% shares, respectively.
4. Deutsche Telekom
With a brand value of 39,956 million US dollars, Deutsche Telekom has entered the list of the top 10 valuable German brands in 2020. It has shown a downward trend from last year and lost two places from 2nd to 4th. It has shown a loss in brand value with figures of 46,259 million US dollars in 2019.
The decline in brand value and its position reflects the hardship the company had to go through in 2020. The brand has posted its revenues and total assets at 80.5 billion Euros and 170.6 billion Euros, respectively, for the year 2019.
Deutsche Telekom is a public company associated with the telecommunication industry. It deals in IT services, digital media, broadband, mobile phone, telecommunications, and fixed-line.
The company is owned by Free Float and the Federal Republic of Germany with 68.1% and 31.9% shares, respectively. Deutsche Telekom has the distinction of being the largest provider of telecommunication in Europe based on revenues.
5. Porsche
With a brand value of 33,911 million US dollars, Porsche has entered the list of the top 10 valuable German brands in 2020. It has held on to its 5th position from last year and shown an upward trend in brand value from last year’s figures of 29,347 million US dollars. Porsche has made 191,547 deliveries by the Q3 of 2020.
This was a loss of 5% compared with last year’s figures of 202,318 but on general terms a good number seeing the pandemic’s impact in 2020 on other companies.
Porsche is an iconic brand founded in the year 1931 and is based in Stuttgart, Germany. It acts as a subsidiary of its parent company Volkswagen AG. The company is associated with the automobile industry and is a manufacturer of high-end sedans, sports cars, and SUVs.
6. Allianz
With a brand value of 24,838 million US dollars, Allianz has entered the list of the top 10 valuable German brands in 2020. It has held on to its 6th position from last year and shown an upward trend in brand value from last year’s figures of 23,105 million US dollars.
The publicly-traded company Allianz was founded in the year 1890 and has its headquarters in Munich, Germany. It is a financial services company that deals with asset management and insurance.
The top valuable German brand has the distinction of being the largest insurance company in the world. The brand has posted its revenues and total assets at 142.369 billion Euros and 1.011 trillion Euros, respectively, for the year 2019.
7. Siemens
With a brand value of 20,057 million US dollars, Siemens has gained one position and now occupies the 7th position instead of 8th in terms of brand value in the list of the top 10 valuable German brands in 2020. It has shown a downward trend in brand value from last year’s figures of 21,607 million US dollars. The multinational company has posted its revenues and total assets at 86.849 billion Euros and 150.248 billion Euros, respectively, for the year 2019.
Siemens is a Conglomerate with headquarters in Munich, Germany. It was founded in the year 1847 and is one of the oldest German brands.
The company has the distinction of being the largest in terms of industrial manufacturing in Europe. Siemens deals mostly in sectors like healthcare, energy, industry, and infrastructure & Cities. It has a diversified product and service portfolio that includes automation, power generation, financing, business services, medical technology, etc.
8. Bosch
With a brand value of 19,596 million US dollars, Bosch has dropped one position and now occupies the 8th spot instead of 7th in terms of brand value in the list of the top 10 valuable German brands in 2020.
It has shown a loss in brand value from last year’s figures of 22,941 million US dollars. The company has posted its revenues and total assets at 77.721 billion Euros and 89.030 billion Euros, respectively, for the year 2019. As per recent reports, the company’s automotive production was down by 20% because of the pandemic and resulting chaos.
Bosch is a multinational conglomerate founded by Robert Bosch in the year 1886. It serves a worldwide area from its headquarters at Gerlingen in Germany. The engineering and technology company and auto supplier deals in sectors like building technology, industrial technology and energy, consumer goods, and mobility.
9. Audi
With a brand value of 16,973 million US dollars, Audi has maintained its position and now occupies the 9th spot in terms of brand value in the list of the top 10 valuable German brands in 2020.
It has shown a loss in brand value from last year’s figures of 19,638 million US dollars. . The company has posted its revenues and total assets at 55.680 billion Euros and 66.878 billion Euros respectively for the year 2019.
Audi acts as a subsidiary of its parent company Volkswagen Group. It was founded in the year 1909 and serves a worldwide area via headquarters based at Ingolstadt. Audi is associated with the designing, manufacturing, engineering, marketing, and distribution of Luxury vehicles. It has the distinction of being one of the best-selling luxury brands in the world.
10. SAP
With a brand value of 16,550 million US dollars, SAP has gained one position and now occupies the 10th spot instead of 11th in terms of brand value in the list of the top 10 valuable German brands in 2020.
It has shown an upward trend in brand value from last year’s figures of 15,630 million US dollars. The company has posted its revenues and total assets at 27.553 billion Euros and 60.229 billion Euros, respectively, for the year 2019. Founded in the year 1972, the multinational corporation has spread its presence to almost all parts of the world.
SAP SE is associated with developing enterprise software and managing customer relations and business operations. It has the distinction of being the 3rd largest software company that is publicly traded, largest amongst the non-American software companies based on revenues, and largest in Enterprise application software.
Germany is one of the strongest nations in the world with a strong brand value of its own. It is a high-profile country that is home to some of the best brands worldwide.
Although the year has been a rough one, the country has managed to move forward as most of its brands have managed to survive the pandemic’s impact and move diligently in their sectors.
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