01/17/2010 04:51 pm

Most popular brands in Germany

Google, Adidas and DHL head the list of the most popular brands in Germany, according to the annual brand ranking conducted by YouGovPsychonomics, a Cologne-based market research institute.

“This is confirmation that we are on the right track to establishing DHL as the leading brand in the logistics market,” says Wolfgang Giehl, Head of Corporate Brand Marketing. “We are certainly keeping good company with the other leading global brands.”

By overtaking last year’s top logistics company Hermes to take first place, DHL proved an exception to the rule this year. Overall, there was little change in the rankings from 2008, with well-known names like Audi, Nivea and Lufthansa heading up their respective categories once again.

Holger Geissler of the executive board of YouGovPsychonomics is not surprised that the rankings remained largely unaltered. “The results of the Brand Index Ranking 2009 show that during the crisis it is strong brands that increase their significance for consumers,” he said. “Especially in uncertain times, these brands evidently serve as an anchor and offer consumers security.”

“It's a good indicator that the stronger the brand the better it will succeed in challenging times,” comments Giehl. “The positive results prove our strategy of ‘consistency and continuity’ is paying off.”

While the Brand Index Ranking is a useful tool to measure which short-term factors influence the brand in Germany, Giehl highlights the fact that the DHL brand also enjoys considerable popularity internationally. Last year, for the first time, DHL entered Millward Brown’s BrandZ Top 100 ranking of the most valuable brands worldwide. This year DHL is one of the six finalists up for the Edelman Award, recognizing excellence in brand management.

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