The 50 most valuable brands | companies in Germany

11 June 2018 Consultancy.eu

The 50 most valuable brands in Germany have a combined value of €263 billion, according to a new study, which places Germany’s top companies ahead of their peers in the UK and France. SAP, Deutsche Telekom, BMW, Daimler and Deutsche Post lead the way, with automotive the country’s standout sector.

The analysis, conducted by professional services giant WPP, assessed the ‘brand value’ of Germany’s top companies – which is a measure of how much a brand alone contributes to corporate value, both in terms of financial value and non-quantitative components. The data found that similar to in other countries, but more so 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. In comparison, in the UK, the top two brands provide 21% of the top 50’s value.

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, a feat which is unmatched in any other national WPP ranking for Western economies. Combined, BMW, Mercedes-Benz, Porsche, Audi and Volkswagon account for a staggering 22% of the total €263 billion brand value. “Germany itself has become synonymous with the design and engineering of the many automotive brands it has produced. These are brands that have made consumers all over the world willingly pay a premium for “Vorsprung durch Technik”, without even knowing quite what it meant,” said David Roth, CEO of The Store, WPP’s division that serves the retail and fast moving consumer goods sectors.

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. The company, which was founded in the early 1970s by five entrepreneurial engineers with a vision to change the way companies do business, is today a world leader in enterprise applications – 87% of Forbes Global 2000 companies are a user of SAP software.

Given the strength of Germany’s reputation as a leader in the sector in finance, the relatively small influence of financial services brands is apparent – there are only a handful of banking and insurance businesses in the top 50, including Deutsche Bank and Allianz. 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.

The 50 most valuable brands - companies in Germany 1-10

Germany’s 50 most valuable brands

An overview of the most valuable brands in Germany, including headquarter city and when the company was established:

1. SAP
Brand Value: $48,943 million
Headquarter City: Walldorf
Category: Technology
Year Formed: 1972

2. Deutsche Telekom
Brand Value: $39,215 million
Headquarter City: Bonn
Category: Telecom Providers
Year Formed: 1995

3. Bayerische Motoren Werke (BMW)
Brand Value: $24,606 million
Headquarter City: Munich
Category: Cars
Year Formed: 1916

4. Daimler
Brand Value: $23,587 million
Headquarter City: Stuttgart
Category: Cars
Year Formed: 1883

5. Deutsche Post
Brand Value: $18,344 million
Headquarter City: Bonn
Category: Logistics
Year Formed: 1969

6. Siemens
Brand Value: $15,224 million
Headquarter City: Berlin/Munich
Category: Conglomerate
Year Formed: 1847

7. Aldi
Brand Value: $12,893 million
Headquarter City: Essen (ALDI Nord) and Mülheim (ALDI Süd)
Category: Retail
Year Formed: 1913

8. Adidas
Brand Value: $11,820 million
Headquarter City: Herzogenaurach
Category: Apparel
Year Formed: 1949

9. Bosch (part of Robert Bosch)
Brand Value: $9,816 million
Headquarter City: Munich
Category: Conglomerate
Year Formed: 1886

10. Audi
Brand Value: $8,580 million
Headquarter City: Ingolstadt
Category: Cars
Year Formed: 1909

The 50 most valuable brands - companies in Germany 11-20

11. Lidl
Brand Value: $8,178 million
Headquarter City: Neckarsulm
Category: Retail
Year Formed: 1973

12. Allianz
Brand Value: $7,707 million
Headquarter City: Munich
Category: Insurance
Year Formed: 1890

13. Nivea (part of Beiersdorf)
Brand Value: $7,344 million
Headquarter City: Hamburg
Category: Personal Care
Year Formed: 1911

14. Fanta (part of The Coca-Cola Company)
Brand Value: $6,315 million
Headquarter City: Atlanta, USA
Category: Soft Drinks
Year Formed: 1940

15. Porsche (part of VW)
Brand Value: $5,658 million
Headquarter City: Stuttgart
Category: Cars
Year Formed: 1931               

16. Knorr (part of Unilever)
Brand Value: $4,512 million
Headquarter City: Heilbronn
Category: Food & Dairy
Year Formed: 1838

17. Volkswagen
Brand Value: $4,136 million
Headquarter City: Wolfsburg
Category: Cars
Year Formed: 1937

18. Deutsche Post
Brand Value: $3,749 million
Headquarter City: Bonn


Category: Logistics
Year Formed: 1947

19. Deutsche Bank
Brand Value: $3,591 million
Headquarter City: Frankfurt am Main
Category: Banks
Year Formed: 1870

20. Sparkassen-Finanzgruppe
Brand Value: $3,137 million
Headquarter City: Berlin
Category: Banks
Year Formed: 1778

The 50 most valuable brands - companies in Germany 21-30

21. 1&1 (part of United Internet)
Brand Value: $2,706 million
Headquarter City: Montabaur
Category: Telecom Providers
Year Formed: 1988

22. EDEKA Zentrale
Brand Value: $2,341 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1898

23. DPD (part of Le Groupe La Poste)
Brand Value: $2,316 million
Headquarter City: Aschaffenburg
Category: Logistics
Year Formed: 1976

24. Schwarzkopf (part of Henkel)
Brand Value: $2,303 million
Headquarter City: Düsseldorf
Category: Personal Care
Year Formed: 1904

25. Miele
Brand Value: $2,250 million
Headquarter City: Gütersloh
Category: Home Appliances
Year Formed: 1899

26. Lufthansa
Brand Value: $2,142 million
Headquarter City: Frankfurt
Category: Airlines
Year Formed: 1926

27. Hugo Boss
Brand Value: $2,072 million
Headquarter City: Metzingen
Category: Apparel
Year Formed: 1924

28. Beck’s (part of Anheuser-Busch InBev)
Brand Value: $1,946 million
Headquarter City: Leuven, Belgium
Category: Beer
Year Formed: 1873

29. Metro Wholesale & Food Specialist
Brand Value: $1,806 million
Headquarter City: Düsseldorf
Category: Retail
Year Formed: 1964

30. Puma
Brand Value: $1,369 million
Headquarter City: Herzogenaurach
Category: Apparel
Year Formed: 1948

The 50 most valuable brands - companies in Germany 31-40

31. REWE Group
Brand Value: $1,336 million
Headquarter City: Cologne
Category: Retail
Year Formed: 1927

32. TUI
Brand Value: $1,257 million
Headquarter City: Hannover
Category: Travel Agencies
Year Formed: 1923

33. Kaufland Stiftung & Co.
Brand Value: $1,249 million
Headquarter City: Neckarsulm
Category: Retail
Year Formed: 1984

34. Commerzbank
Brand Value: $1,219 million
Headquarter City: Frankfurt am Main
Category: Banks
Year Formed: 1870

35. Unicredit
Brand Value: $999 million
Headquarter City: Munich
Category: Banks
Year Formed: 1780

36. Krombacher Brauerei Bernhard Schadeberg
Brand Value: $919 million
Headquarter City: Kreuztal-Krombach
Category: Beer
Year Formed: 1803

37. Otto Group
Brand Value: $912 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1949

38. West (part of Imperial Brands)
Brand Value: $877 million
Headquarter City: Hamburg
Category: Tobacco
Year Formed: 1981

39. Tchibo (part of Maxinvest)
Brand Value: $854 million
Headquarter City: Hamburg
Category: Retail
Year Formed: 1949

40. ERGO (part of Muenchener Rueckversicherungs-Gesellschaft)
Brand Value: $810 million
Headquarter City: Düsseldorf
Category: Insurance
Year Formed: 1997

The 50 most valuable brands - companies in Germany 41-50

41. Hasseröder (part of Anheuser-Busch InBev)
Brand Value: $792 million
Headquarter City: Leuven, Belgium
Category: Beer
Year Formed: 1872

42. OBI (part of Tengelmann Warenhandelsgesellschaft)
Brand Value: $759 million
Headquarter City: Wermelskirchen
Category: Retail
Year Formed: 1970

43. Hipp
Brand Value: $744 million
Headquarter City: Pfaffenhofen an der Ilm
Category: Food & Dairy
Year Formed: 1932

44. Alfred Ritter
Brand Value: $706 million
Headquarter City: Waldenbuch
Category: Food & Dairy
Year Formed: 1912

45. Hermes
Brand Value: $706 million
Headquarter City: Hamburg
Category: Logistics
Year Formed: 1972

46. Bild (part of Axel Springer)
Brand Value: $696 million
Headquarter City: Berlin
Category: Entertainment
Year Formed: 1952

47. Aral (part of BP)
Brand Value: $618 million
Headquarter City: Bochum
Category: Motor Fuels
Year Formed: 1898

48. Dr. August Oetker
Brand Value: $610 million
Headquarter City: Bielefeld
Category: Food & Dairy
Year Formed: 1891

49. Nestlé
Brand Value: $519 million
Headquarter City: Nonnweiler-Otzenhausen
Category: Food & Dairy
Year Formed: 1968

50. HUK-Coburg
Brand Value: $518 million
Headquarter City: Coburg
Category: Insurance
Year Formed: 1933

France's top strategy consulting firms in the industrials sector

09 April 2019 Consultancy.eu

A new analysis of consulting firms active in France has identified the country’s top providers of strategic consultancy services to the manufacturing and industrials sector.

Valued at around one fifth of France’s roughly €5 billion management consulting industry, the strategy consulting segment spans services aimed at clients’ most strategic challenges. Whether it relates to the development of a new corporate strategy, outlining strategic scenarios for the future, merger & acquisition support, or the transition to a new, digital-savvy business model, strategy consultants help a company's board and senior managers with designing and navigating pressing cases for change. 

France’s market for strategy consulting services is dominated by a group of leading players, consisting of large global firms, including the ‘MBB’ trio (McKinsey, BCG and Bain), a group of European-origin counterparts (led by Germany headquartered Roland Berger and UK-origin L.E.K. Consulting) and a band of homegrown challengers including the likes of Advancy, Emerton and Advention. 

According to data sourced from French outlet Decideurs Magazine, which assesses the quality of services as well as company reputation among decision-makers and consultants, McKinsey & Company, Boston Consulting Group, Roland Berger and French firm Emerton lead the lead the way in strategic consulting services to industrial executives. The industrial goods or manufacturing sector spans companies that rely heavily on industrial processes for turning raw materials into products or goods, including aerospace and defence, automotive, construction, chemicals, machinery, consumer goods and textile.

The market-leading position of McKinsey and BCG comes as no major surprise: they are among the largest players in France, mirroring their global grandeur, and consistently rank in the top echelon of similar local rankings. Roland Berger’s top rank builds for a large part on the firm’s growing Paris office and Francophone leadership, groomed by the firm’s CEO himself, Charles-Edouard Bouée, a French national who is now in his second term as CEO (and the first non-German to hold the role).France's top strategy consulting firms in the industrials sectorEstablished in 2012, Emerton is a boutique strategy consulting firm that operates with a team of around 50 consultants from offices in Paris, Brussels, Boston, New York and Dubai. The privately held company works with large corporations, family businesses and technology entrepreneurs on topics such as strategy, (commercial) due diligence, market entry, economic policy, marketing & sales, and innovation.

Strategy consulting services

A group of ten consulting firms follow shortly behind the leading pack, with their breadth and depth of strategy consulting services qualified as “excellent”. Bain & Company, A.T. Kearney, Oliver Wyman, Strategy& and L.E.K. Consulting are brands that raise no eyebrows – all five are among the ten largest strategy consultancies of the world. Accenture and Deloitte both see their dedicated strategy consulting arms – Accenture Strategy and Monitor Deloitte (established in 2012 after Deloitte bought Monitor Group) – also make the cut, showing their heels to two of the other ‘big four’ players EY and KPMG.

While KPMG doesn’t have a dedicated strategy consulting arm, instead serving the market with its Deals & Growth Strategy and Corporate Finance service lines, EY has been pushing hard to build its strategic consulting services through its EY-Parthenon brand. Formed in 2014 when EY picked up The Parthenon Group, the firm has since more than tripled in size, with Europe its key growth market; particularly so in France, as well as the Benelux and Germany, as EY-Parthenon was bolstered significantly with the purchase of the local teams of OC&C Strategy Consultants. 

Three of the other excellent ranking strategy consulting firms in France have their roots in the country. Advancy was founded in 1999 in Paris, and now has offices in Paris, Shanghai, Sydney, São Paulo, London, New Delhi and Boston, and has an additional network of nine affiliate consulting partners around the world. Corporate Value Associates (CVA) positions itself as a global strategy boutique – the consultancy has over 250 advisors across seventeen offices globally, with the firm’s Paris office one of its strongholds. Mars & Co is of a similar size, but operates with a smaller number of offices with seven globally. The company was founded 40 years ago by a former BCG Director, with the “raison d'être” to serve clients in an industry segment on an exclusive basis, an approach which it to a large extent still maintains today. 

Also listed among France’s top strategic consultancies are Arthur D. Little, the world’s oldest management consulting firm; Eleven Strategy, a Paris-based consultancy that focuses mainly on digital strategy; Advention Business Partners, a group founded in 2001 with offices in Paris, London, Moscow, Munich, New York, Dubai, and Shanghai; and Estin & Co; a firm founded by alumni of BCG, McKinsey and Oliver Wyman which currently consists of some 150-plus strategy consultants based in Paris, London, Zurich, New York and Shanghai.

In another ranking of strategy consulting firms in France, based on the view of students, McKinsey, BCG and Bain surfaced as the country’s most prestigious employers.