品牌价值-最有价值和最强大的德国品牌150强的2025年度报告（英）-2025_26页_3mb

Germany's Brand Value Analysis:

Germany's top 10 brands total €356 billion (up 1% YoY), driven mainly by technology and leisure sectors. T remains the most valuable German brand, growing 12% to €76.5 billion. Adidas becomes the new strongest German brand, replacing Porsche, with a Brand Strength Index (BSI) score of 93.4.

Key Trends & Challenges:

• Automotive Sector Struggles:

  • Mercedes-Benz (-14%), Volkswagen (-11%), Porsche (-8%) face challenges from electric vehicle competitors.
  • Audi (+13%) retains 3rd strongest German brand position.

• Growth in Other Sectors:

  • AIDA leads fast-growing brands, doubling its value to €1.3 billion.
  • Tech companies like SAP (+20%) and diversified brands show strong performance.

• Wealth Brand Distribution:

  • Top ten brands represent about 5.5% of the total >150 German brands (€627.1 billion), with retail, automotive, and telecoms being dominant sectors.
  • The share of top brands has grown slightly since 2024, reflecting sector consolidation.

Sector Insights:

• Technology:

  • T leads with strong pricing power and network reliability.
  • SAP (+20%) excels in brand familiarity, credibility, especially in US and Asia.

• Leisure & Tourism:

  • AIDA surges due to post-pandemic recovery and sustainability investments.
  • TUI and Eurowings face challenges in consumer preferences and supply issues.

• Retail & Consumer Goods:

  • Adidas (+23%) successfully balances heritage and innovation, strengthening brand equity.
  • Discount retail chains like Lidl (+11%) and Aldi Süd drive growth through hyperlocalization.

Methodology Summary:

Brand value is calculated using the Royalty Relief Method, combining real-world licensing agreements and the Brand Strength Index (BSI), which evaluates brand perceptions and customer behaviors based on extensive market research. The BSI score directly influences the royalty rate, ensuring valuation is grounded in measurable stakeholder perceptions and market behaviors.