Deutsche Telekom is still the most valuable German brand. At least that’s what Kantar’s new BrandZ study “Top50 Most Valuable German Brands” says. Telekom thus maintains its top position from last year.
According to the study, Telekom’s current brand value is $73.5 billion. This is the highest company value in Telekom’s history. According to this study, brand value has increased by 64 percent since the 2020 study (at which time Telekom was worth $44.9 billion).
According to the study, the telecommunications company ranks well ahead of the second-placed SAP (51.5 billion US dollars; +9% compared to the previous year), Siemens (28.2 billion US dollars; the brand value increased by +34% the previous year), Mercedes-Benz ($23.6 billion) and BMW ($23.3 billion). Compared to the 2023 study (when Telekom was worth $67.2 billion), the group’s brand value grew by 9 percent.
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The total value of all 50 most valuable German brands included in the study is $407 billion – an increase of 9.5% compared to the previous year and an increase of 21% since 2020. Deutsche Telekom accounts for 18 percent of the total value.
Kantar BrandZ study: Deutsche Telekom is the most valuable German brand
Deutsche Telekom/Kantar
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Another winner according to the study
Telekom may be the most valuable brand, but Siemens is the fastest growing brand. Siemens increased its brand value by 34 percent. Commerzbank (in 40th place; value: 1.4 billion US dollars) has returned to the ranking, while the delivery service Flink (in 44th place; value: 1.3 billion US dollars) is there for the first time.
By the way, the most important individual sector is the automotive sector. Its year-over-year brand value growth is 11% and the total brand value of all covered automotive companies is now $82.4 billion. With seven brands, this sector contributes 20% to the overall brand value of the ranking. The three most important brands in this area are Mercedes-Benz (4th place; 23.6 billion US dollars), BMW (5th place; 23.3 billion US dollars) and Porsche with a brand value of 16.8 billion US dollars (8th place).
Kantar BrandZ Top 10 Most Valuable German Brands 2024 Rank 2023 Brand Category Brand Value (Billion US Dollars)
Kantar
This is the BrandZ study from Kantar
Kantar is a global marketing data and marketing analytics company. With the BrandZ study, Kantar quantifies the contribution of brands to the financial performance of companies. Kantar combines brand rating rankings and consumer opinions with financial data. The market research company wants to combine the perception of respondents with financial performance and thus determine the brand value of the companies examined.
The BrandZ report “Top 50 Most Valuable German Brands” is based on the opinions of more than 96,666 respondents on 2,004 brands in 160 categories. The brands evaluated must meet the following eligibility criteria:
- The trademark must have its origin in Germany
- The brand must be owned by a publicly traded company or a private company whose financial information is publicly available
- German “unicorn brands” must make their latest valuation publicly available.
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Already the second marketing triumph in a row for Telekom
First place in Kantar’s BrandZ study “Top50 Most Valuable German Brands” is Deutsche Telekom’s second success this year. In January 2024, Telekom won the title as the most valuable German brand of all time in the “Global 500 2024” report by the market research institute Brand Finance and was also named the most valuable European brand and the most valuable brand in the telecommunications industry worldwide.
According to the Global 500 2024 Report, Telekom’s value is 73.3 billion US dollars – almost exactly the value that Kantar has now determined. Last year, the Global 500 2024 Report estimated Telekom’s value at $62.9 billion. According to Deutsche Telekom, the brand value has increased by 84 percent since 2020. Both studies tend to come to the same conclusion.
You can read more about Brand Finance’s Global 500 2024 Report in This is the most valuable German brand of all time – you will be surprised!
