The 2026 Kantar BrandZ Top 50 Most Valuable German Brands have reached a combined value of $571 billion, rising 13% year-on-year and marking a second consecutive year of double-digit growth.
38 German brands rose in value compared with 31 in 2025 – a strong performance amid a cautiously recovering economy and ongoing consumer restraint. In a world of multiplying signals and faster decisions, the brands that stand out are those that convert insight into action, and action into long-term strategic direction.
Highlights from this year’s ranking, based on insights from over 117,000 consumer interviews, include:
- Telekom remains Germany’s Most Valuable Brand, rising 18% to $124.6bn, powered by major 5G investment, digital services expansion and purpose-driven campaigns
- SAP holds the No.2 position, posting 6% brand value growth to US$98.2bn
- Siemens (No.3; $61.1bn) records one of the ranking’s strongest rises (+68%), reflecting its transformation into an AI driven industrial leader
- Financial Services brands show exceptional momentum, with Commerzbank (+78%), Deutsche Bank (+73%), Sparkasse (+53%) and Allianz (+40%) leading the category
- Retail boasts the highest number of brands, with Aldi (No.4) and Lidl (No.6) in the Top 10.
- German consumers reward brands that act responsibly and authentically. Brands with high scores for sustainability, including dm (No.25) Deutsche Post (No.28), and MAN (No.37), are twice as valuable as others.
BrandZ Most Valuable German Brands
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Infographic
Explore Germany’s brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable German Brands in 2026 are:
No.1 Telekom/T-Mobile – US$125 billion
No.2 SAP – US$98 billion
No.3 Siemens – US$61 billion
No.4 Aldi – US$28 billion
No.5 BMW – US$22 billion
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The Power of Meaningful Difference
As the world accelerates, the ability to read the right signals, make confident decisions and drive long-term strategic growth becomes increasingly essential. German brands have already done the hard work, with nearly four-fifths of them outpacing the average on Meaningful Difference. Standing out while staying relevant has become the core driver of brand value in Germany. Watch the countdown video to discover the Top 50.
Methodology: how we measure brand value
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and delivers actionable intelligence to power brand growth. Learn more
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The Kantar BrandZ Top 50 brands in Germany are worth $506 billion, an impressive 24% increase since last year. Over half of German brands have increased in brand value, through international expansion and global recognition.
Highlights from this report, which includes the opinions of 11,000 respondents about 2,000 brands across more than 168 categories, reveal:
- Telekom leads for the third year, and is the first German brand to exceed the $100 billion valuation mark
- SAP, at No.2 ($92.3bn), is the highest riser, up 79% in brand value
- Siemens, Aldi and Bosch round out the top five, all showing double-digit growth
- Birkenstock is the highest new entry and debuts at No.25. Other newcomers include Kärcher, Douglas, and Penny Market
- Volkswagen, MAN and Audi show resilience, with future growth expected from EV and sustainability initiatives
- In a volatile global climate, brand investment is not optional, it's a strategic imperative for resilience and long-term growth.
Download the Kantar BrandZ Most Valuable German Brands 2025 report
The total value of the top 50 German brands now reaches $407 billion. As the ranking continues to demonstrate sustained growth, each brand has increased its value by an average of +2.3% or $528 million, outperforming the Global Top 100 Most Valuable Brands and other notable BrandZ rankings, including China, India, Japan and the UK.
Highlights from this report, which is based on the opinions of more than 96,600 respondents about 2,004 brands across 160 categories, reveal:
• Telekom remains Germany’s most valuable brand, worth almost $74 billion, as reported by Frankfurter Allgemeine Zeitung (FAZ)
• SAP (No.2; $51.5bn) and Siemens (No.3; $28.2bn) complete the top three
• Commerzbank (No.40; $1.4bn) returns to the ranking and Flink (No.44; $1.3bn) enters for the first time
• Brands from Germany's renowned automotive sector have increased by 11% overall
• German brands’ leadership lies in their salience, but also in their difference, which is essential in strengthening a brand's pricing power.
Download the Kantar BrandZ Most Valuable German Brands 2024 report
Germany’s latest brand valuation ranking reflects the strong foundations of multiple legacy brands that have built great strength, affinity, and pride amongst people over time. The Top 50 most valuable German brands of today are worth $372bn, representing a 5% increase over two years.
Highlights from 2023’s study, which is based on the opinions of more than 87,000 respondents about 1980 unique brands across 160 categories include:
- Telecommunications Provider, Telekom/T-mobile, takes the number one spot with a brand value of $62.7bn, an impressive increase of 43% since 2021
- The most valuable category is Germany’s iconic Automotive sector, with Mercedes-Benz (No.3; $24.6bn) leading the way, followed by BMW (No.4; $22.4bn)
- Retail features the largest number of brands, led by online giant Otto (+44%; $1.9bn) which climbed seven positions to No.35
- Two newcomers enter the ranking: Jacobs (No.30; $2.2bn) and MAN (No.37; $1.8bn)
- TUI (No.39; $1.6bn) and Dr.Oetker (No.43; $1.2bn) return to the Top 50
German brands stand out in three areas that are crucial for growth today: purpose, sustainability, and diversity and inclusion, and people overall perceive them to be especially committed to sustainability. Find out more about how the biggest German brand value success stories are strengthening connections with customers in the full report.
Download the Kantar BrandZ Most Valuable German Brands 2023 report
Germany’s most valuable brands are proving their resilience. Against a backdrop of the twin challenges of COVID-19 and the threat of a lasting economic recession, the overall value of Germany’s Top 50 ranking has grown by 5%.
SAP retains its position as Germany’s most valuable brand, growing by 9% to $55.6 billion in brand value. Deutsche Telekom remains second with a valuation of $47.1 billion. BMW secures third position, growing by 5% to $23.1 billion.
Zalando (no.16) becomes the fastest riser in the German Top 50 ranking this year, growing by 64% in brand value to $5.1 billion. Access rich data and analysis on Germany’s top brands, learnings spanning 19 categories and thought leadership on pricing and perceptions of fairness, as well as the role of sustainability in the future of German brands.
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