Brand finance has published its annual report on the world’s 500 most important brands. At 15th place, mercedes is not only germany’s, but also europe’s most valuable brand.
Mercedes benz tops europe’s list of most valuable brands. But the top 500 also includes many other german automotive brands.
Photo: buiba / shutterstock
Mercedes-benz is the most valuable german brand 2022. This is the result of the "Brand Finance Global 500 2022" report, in which the 500 most valuable and strongest brands in the world are identified each year. mercedes-benz is the world’s 15th most valuable german brand, closely followed by deutsche telekom in 17th place, with a phenomenal growth of over 50 percent since 2020. Porsche is the strongest of the German brands listed in the global 500. But the retail sector is also making strong gains in the second corona year: edeka and lidl are recording the highest growth in brand value of all German brands. A total of four German brands made it into the top 500 for the first time – including three retail and logistics brands alone. In terms of brand value by country, germany overtakes japan to take third place, behind the u.S. and china.
Brand finance is an independent brand valuation and brand analysis consultancy headquartered in london. In the "brand finance global 500" report it determines the world’s top 500 brands every year. Two key figures in particular are decisive for this: brand strength and brand value. Brand strength makes a non-financial or non-monetary statement about the effectiveness of a brand in a specific competitive context. The brand value, on the other hand, makes an economic statement about the monetary value of a brand.
German automotive brands again among the top 50 value drivers
With a valuation of 60.8 billion U.S. dollars, mercedes-benz is once again the most valuable brand not only in germany, but in all of europe. Porsche remains the strongest german brand in the brand finance global 500-ranking. Together with volkswagen, BMW, and audi, mercedes-benz and porsche are again in the "brand finance global 500. However, all five car brands are below pre-pandemic levels. The reason cited is the pandemic-related decline in sales due to lower demand and problems in the supply chains. At the same time, an industry-wide trend towards conversion to electric vehicles and a sustainable approach to production and distribution is emerging.
Deutsche telekom is breathing down mercedes-benz’s neck
deutsche telekom has grown in brand value by over 50 percent (since 2020). With a valuation of 60.2 billion U.S. dollars, the telecommunications giant is ranked just behind Mercedes Benz in 17th place. Successful business development and high customer growth, especially in the USA, are the main reasons for this significant increase. The rapidly advancing roll-out of 5G mobile technology and its fiber-optic networks is opening up new revenue prospects for deutsche telekom.
strong growth in retail and logistics brands
Seven of the ten fastest-growing German brands in the "brand finance global 500-ranking comes from the retail and logistics sectors. The biggest growth compared with the previous year was recorded by edeka with around 63 percent and lidl with 59 percent. Since 2020, delivery hero and zalando have grown the most, by 303 percent and 115 percent respectively. Their brand value has thus quadrupled or doubled in the past two years.
"In the second year under corona conditions, the internationally operating german retailers demonstrated high resilience, competitiveness and market dynamics. This is also paying off in the development of the brands, which are an increasingly important component of the company’s success" according to ulf-brun drechsel, country client service director DACH at brand finance deutschland based in hamburg.
brands in austria and switzerland
Less new or surprising news from neighboring German-speaking countries: eleven Swiss brands made it into the "brand finance global 500, including nestle, roche and rolex. With red bull, only one austrian brand is represented in the ranking of the world’s most important brands. A total of 25 German brands are included in the "brand finance global 500" – four more german brands than last year.
Tiktok grows – and the world’s most important brands
Tiktok is the fastest growing brand worldwide. With growth of 215 percent from 18.7 billion US dollars to 59.0 billion US dollars, tiktok’s brand value tripled last year. Ranked 18th in the "brand finance global 500 tiktok is the highest new entrant in brand finance’s rankings. In second place among the fastest-growing brands is another social media app: snapchat has increased its brand value by 184% to 6.6 billion US dollars. The South Korean internet brand kakao comes in third with growth of 161 percent.
The top of the "brand finance global 500" remains unchanged remains unchanged: apple is in first place with a valuation of 355.1 billion US dollars, amazon in second place (350.3 billion US dollars) and google in third place (263.4 billion US dollars).