German Brands

The 50 most valuable brands in Germany have a combined value of €263 billion. SAP, Deutsche Telekom, BMW, Daimler and Deutsche Post lead the way, with automotive the country’s standout sector.

In Germany, value is concentrated at the top of the ranking, with the top two brands – SAP and Deutsche Telekom – between them accounting for 29% of the value of the leading 50 brands combined.

Unsurprisingly, the automotive industry plays a key role in Germany’s brand elite. There are five leading global car brands in the German Top 50. Combined, BMW, Mercedes-Benz, Porsche, Audi and Volkswagon account for a staggering 22% of the total €263 billion brand value.

Germany is also the only European market to be led by a technology brand. With a brand value of $48.9 billion, SAP is the undisputed leader in Germany, alone accounting for 16% of the value of the entire German top 50.

Across the board, the top 50 is comprised of brands from 19 different categories, spanning home appliance, apparel, beer, travel, aviation, grocery and media, among others.

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