[17.April 2024, LONDON] Brand Finance veröffentlicht den Deutschland 150 2024 Country Report. Alle deutschen Top 10 Marken sind zweistellige Markenmilliardäre und bringen zusammen über 350 Milliarden Markenwert auf die Waage. Das schafft mit weitem Abstand kein anderes Land in Europa.
„Addiert man die Top Ten Markenwerte aus Frankreich, Italien und Spanien zusammen, kommt man nur annähernd auf den gleichen Betrag. Kein Schwächeln oder Mittelmaß also in der deutschen Markenlandschaft, das sind nachhaltig konsolidierte Spitzenwerte, „
konstatiert Ulf-Brün Drechsel, Country Director D.A.CH bei Brand Finance
Über allem thront mit 68,4 Mrd Euro und einer AAA- BSI Bewertung die Deutsche Telekom, mit der globalen Marke T und erstmalig einem einzigartigen Triple: Wertvollste Deutsche Marke, wertvollste Telekommarke weltweit und wertvollste Marke Europas. Die in Deutschland starke Automobilbranche ist weiterhin im Umbruch, das hinterlässt Spuren. Top Marken wie Mercedes – Benz mit 55,5 Mrd Euro (Platz 2), BMW mit 38,3 Mrd.Euro (von Platz 4 auf 5) und Volkswagen mit 31,5 Mrd Euro (Platz 6) verlieren an Markenwert zum Vorjahr. Auch die Allianz musste bei 43,8 Mrd. Euro ein paar Prozente Federn lassen, hält aber ihre Position auf Rang 3. Lidl mit 14,5 Mrd.Euroverliert unter den Lichtgestalten am meisten Glanz. Mit 1Wertverlust zum Vorjahr konnte die Marke aber den Platz 9 halten. Großer Gewinner ist die SAP, die bei 15,5 % Markenwertzuwachs auf 23,5 Mrd.Euro glatt von Platz 8 auf Platz 7 debütierten konnte. Porsche bleibt als einzige Automobilmarke weiter auf der Überholspur. Mit turbomassigen 13,6% Wertezuwachs auf 40, 2 Mrd. Euro konnte die Premiummarke den begehrten Platz 4 erobern und zeigt damit dem automobilen RivalenBMW (Platz 5) erstmalig die Bremslichter. Last but not least sei Deutschlands sich ständig neu erfindende Traditionsmarke Siemens (22,8 Mrd. Euro)erwähnt, die diesjährig erstmalig in dem neu formierten Sektor Diversified Brands antrat und trotz eines stattlichen 10,3 % Wertewachstums ihren Rang nicht halten konnte und auf Platz 8 rangiert. Ein kurioses Zeichen der hohen Dynamik in dieser absoluten Champions Klasse.
„In den Top Platzierungen gab es leichte Verschiebungen unter den Automobilmarken und einen spektakulären Oberliga-Wechsel. Die Markenikone Adidas übergibt den 10. Platz an Aldi Süd. Bei 13,8 Mrd. Euro Markenwert weist Aldi Süd als eine der wenigen Retailmarken einen signifikanten Zuwachs von über 9 Prozent auf und unterstreicht damit eine beeindruckende Performance. Unter den Marken-Geschwistern entwickelt sich Aldi Süd damit deutlich besser im Markenwert als Aldi Nord auf Platz 29 bei 6 Prozent Zuwachs,“
fasst Ulf-Brün Drechsel die Highlights in der Oberliga zusammen.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
Brand Finance is a regulated accountancy firm, leading the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
