Eleven of the world’s most valuable 100 brand names come from Germany. That’s according to the 2019 rankings by international consultancy firm Interbrand.
While Apple was deemed the globe’s top brand, Daimler-Benz came in eighth, just behind Toyota and ahead of McDonald’s. Its worth was estimated at nearly 51 billion USD. And Daimler was the only European brand to crack the top ten.
Automakers accounted for more than half of the German brands on the top 100, with BMW, Volkswagen, Audi, Porsche and Mini also making the grade.
Other brands ranking highly were software makers SAP, Allianz insurance, Adidas sportswear, Siemens electronics and DHL logistics.
Interbrand compiled its list by evaluating brands’ financial performance, the role they play in consumer purchase decisions, their competitiveness and their ability to elicit customer loyalty.