BrandZ Top 50 Germany 2021 © Kantar

The BrandZ Top 50 Germany 2021 ranking is the fourth such one by brand consultancy Kantar, identifying the 50 most valuable brands in Germany. Seen as a whole, the brands in the 19 different categories achieved value growth of USD 17.3 billion (+5%) for a total value of USD 353 billion, despite the challenges of the pandemic. Kantar contests that the broad spectrum of the portfolio helped it remain unscathed by the severe economic consequences of the pandemic. The report further states that the lower demand for cars, financial products and recreational activities was made up for by gains in technology, logistics and (online) retail. Many of the brands were also helped by doing a considerable share of their business in markets outside of their home country.

A look at the top five places makes it clear how large the gaps in brand value are: while software developer SAP remains the most valuable German brand at USD 55.6 billion (+9%), with Deutsche Telekom following in second place like last year at USD 47.1 billion (+5%), the values indicated for lower-ranked companies are only about half as much as that of SAP. BMW, with a value of USD 23.1 billion (+5%), has relegated its competitor Mercedes-Benz (USD 22.3 billion, +1%) to fourth place. Fifth place was taken by logistics corporation DHL with a brand value of USD 19.7 billion. Places six to ten went to Adidas, Siemens, Aldi, Bosch and Lidl.

The brands that have accelerated through the ranks are evidence that the pandemic has shifted the weight in some industries. Right at the top is online retailer Zalando (16th place), which achieved brand value growth of 64% for USD 5.1 billion. Sporting goods manufacturer Puma (22nd place) followed with 30% growth and a value of USD 2.9 billion thanks to rising revenue from fashionable athleisure wear and the fitness program trend. RWE (27th place, USD 2.34 billion, +20%), DHL (5th place, USD 19.7 billion, +19%) and Schenker (24th place, USD 2.72 billion, +16%) were further climbers. The best newcomer is IT company Bechtle in 37th place. The second technology brand in the ranking after SAP, it achieved a brand value of USD 1.6 billion. With Helios clinics occupying 47th place (USD 1.0 billion), a hospital brand has made Germany’s top 50 for the first time. Hermes (48th place, USD 0.9 billion), one of five brands from the logistics sector, is also new to the ranking. The Frosch brand was awarded “Most Purposeful Brand” for 2021 due to its sustainable product range, while DIY store chain Hornbach was “Brand with the Best Advertising”.

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