{"id":673078,"date":"2020-02-20T06:00:20","date_gmt":"2020-02-20T05:00:20","guid":{"rendered":"https:\/\/blog.wiwo.de\/management\/?p=673078"},"modified":"2020-02-20T01:59:16","modified_gmt":"2020-02-20T00:59:16","slug":"sap-telekom-und-daimler-benz-stehen-ganz-oben-im-brandz-top-50-markenranking-besonders-wachstumsstark-adidas","status":"publish","type":"post","link":"https:\/\/blog.wiwo.de\/management\/2020\/02\/20\/sap-telekom-und-daimler-benz-stehen-ganz-oben-im-brandz-top-50-markenranking-besonders-wachstumsstark-adidas\/","title":{"rendered":"SAP, Telekom und Daimler-Benz stehen ganz oben im BrandZ-Top-50-Markenranking. Besonders wachstumsstark: Adidas"},"content":{"rendered":"

SAP ist die wertvollste deutsche Marke mit 50,9 Milliarden Dollar Markenwert gefolgt von der Deutschen Telekom mit 44,9 Milliarden Dollar und Mercedes-Benz mit 22,1 Milliarden Dollar – also weniger als die H\u00e4lfte von SAP und Telekom.\u00a0 Analysiert hat dies das\u00a0Marktforschungsunternehmen Kantar, der f\u00fcr sein BrandZ-Top-50-Ranking deutsche Marken untersucht hat, die ihren Ursprung in Deutschland haben, b\u00f6rsennotiert sind oder ihre Finanzzahlen ver\u00f6ffentlichen. 18 Kategorien\u00a0 wurden angesehen, dabei Automobil, Energie und Versorgung sowie Luftfahrt und Banken.<\/p>\n

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\"\"<\/a>

Adidas-Sneaker (Foto: C.T\u00f6dtmann)<\/p><\/div>\n

 <\/p>\n

Wer am meisten zugelegt hat? Adidas (plus 25 Prozent), Puma (plus 19 Prozent) und Otto (plus 18 Prozent). Besonders wachstumsstark: gleich drei Handelsunternehmen\u00a0 mit Otto (plus 18 Prozent), dm (plus neun Prozent) und Rewe (plus sieben Prozent).<\/p>\n

Welche Kategorie am meisten zugelegt hat?\u00a0Bekleidung mit plus 18 Prozent.<\/p>\n

 <\/p>\n

 <\/p>\n

Neue Kandidaten unter den Top-50 sind Fielmann (Platz 35) und Tchibo (Platz 50).<\/p>\n

Im Detail: Im Trend ist Abfall als potenzieller Wertstoff mit Re- und Upcycling f\u00fcr neue Produktideen. Adidas ist die innovativste Marke unter den Top 50 und wartet mit der Parley-Kollektion auf. Diese Produkte bestehen zu mindestens 75 Prozent aus recyceltem Plastik. \u00c4hnliche macht es Tchibo und liefert eine Sportkollektion, die aus Plastikm\u00fcll aus dem Meer, Plastikflaschen und Textilabf\u00e4llen hergestellt wird.<\/p>\n

https:\/\/www.kantardeutschland.de\/brandz-germany-2020<\/a><\/p>\n

 <\/p>\n

 <\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Brandz Top-50-Markenranking 2020<\/strong><\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\nSAP, Telekom und Mercedes-Benz f\u00fchren<\/strong><\/td>\n<\/td>\n<\/tr>\n
Rank<\/strong><\/td>\nBrand<\/strong><\/td>\nCompany<\/strong><\/td>\nBrand Value in US$ Million<\/strong><\/td>\n<\/tr>\n
#1<\/td>\nSAP<\/td>\nSAP SE<\/td>\n$50,875<\/td>\n<\/tr>\n
#2<\/td>\nTelekom<\/td>\nDeutsche Telekom AG<\/td>\n$44,880<\/td>\n<\/tr>\n
#3<\/td>\nMercedes-Benz<\/td>\nMercedes-Benz<\/td>\n$22,129<\/td>\n<\/tr>\n
#4<\/td>\nBMW<\/td>\nBayerische Motoren Werke AG<\/td>\n$21,942<\/td>\n<\/tr>\n
#5<\/td>\nadidas<\/td>\nadidas AG<\/td>\n$17,147<\/td>\n<\/tr>\n
#6<\/td>\nDHL<\/td>\nDHL<\/td>\n$16,546<\/td>\n<\/tr>\n
#7<\/td>\nAldi<\/td>\nAldi Group<\/td>\n$14,628<\/td>\n<\/tr>\n
#8<\/td>\nSiemens<\/td>\nSiemens AG<\/td>\n$14,338<\/td>\n<\/tr>\n
#9<\/td>\nBOSCH<\/td>\nRobert Bosch GmbH<\/td>\n$11,556<\/td>\n<\/tr>\n
#10<\/td>\nAllianz<\/td>\nAllianz SE<\/td>\n$8,655<\/td>\n<\/tr>\n
#11<\/td>\nLidl<\/td>\nLidl Stiftung & Co KG<\/td>\n$8,619<\/td>\n<\/tr>\n
#12<\/td>\nAudi<\/td>\nVolkswagen AG<\/td>\n$8,119<\/td>\n<\/tr>\n
#13<\/td>\nVW<\/td>\nVolkswagen AG<\/td>\n$7,163<\/td>\n<\/tr>\n
#14<\/td>\nNivea<\/td>\nBeiersdorf AG<\/td>\n$6,846<\/td>\n<\/tr>\n
#15<\/td>\nContinental<\/td>\nContinental AG<\/td>\n$6,427<\/td>\n<\/tr>\n
#16<\/td>\nPorsche<\/td>\nVolkswagen AG<\/td>\n$6,177<\/td>\n<\/tr>\n
#17<\/td>\nKnorr<\/td>\nUnilever Plc<\/td>\n$4,872<\/td>\n<\/tr>\n
#18<\/td>\nE.On<\/td>\nE.ON SE<\/td>\n$3,801<\/td>\n<\/tr>\n
#19<\/td>\nDeutsche Post<\/td>\nDeutsche Post AG<\/td>\n$3,293<\/td>\n<\/tr>\n
#20<\/td>\nZalando<\/td>\nZalando SE<\/td>\n$3,115<\/td>\n<\/tr>\n
#21<\/td>\nSparkasse<\/td>\nSparkasse-Finanzgruppe GmbH & Co. KG<\/td>\n$3,029<\/td>\n<\/tr>\n
#22<\/td>\nEnBW<\/td>\nEnBW Energie Baden-W\u00fcrttemberg AG<\/td>\n$2,969<\/td>\n<\/tr>\n
#23<\/td>\nEdeka<\/td>\nEdeka Zentrale AG & Co KG<\/td>\n$2,616<\/td>\n<\/tr>\n
#24<\/td>\nDeutsche Bank<\/td>\nDeutsche Bank AG<\/td>\n$2,512<\/td>\n<\/tr>\n
#25<\/td>\nMiele<\/td>\nMiele & Cie. KG<\/td>\n$2,495<\/td>\n<\/tr>\n
#26<\/td>\nunitymedia<\/td>\nLiberty Global PLC (Now acquired by Vodafone Investments Luxemburg S.a.r.l.)<\/td>\n$2,491<\/td>\n<\/tr>\n
#27<\/td>\nDB Schenker<\/td>\nDeutsche Bahn AG<\/td>\n$2,348<\/td>\n<\/tr>\n
#28<\/td>\ndm<\/td>\ndm-drogerie martk GmbH & Co. KG<\/td>\n$2,346<\/td>\n<\/tr>\n
#29<\/td>\nPuma<\/td>\nPuma SE<\/td>\n$2,232<\/td>\n<\/tr>\n
#30<\/td>\nLufthansa<\/td>\nDeutsche Lufthansa AG<\/td>\n$2,068<\/td>\n<\/tr>\n
#31<\/td>\nRWE<\/td>\nRWE AG<\/td>\n$1,941<\/td>\n<\/tr>\n
#32<\/td>\n1&1<\/td>\nUnited Internet AG<\/td>\n$1,924<\/td>\n<\/tr>\n
#33<\/td>\nRossmann<\/td>\nDirk Rossmann GmbH<\/td>\n$1,922<\/td>\n<\/tr>\n
#34<\/td>\ndpd<\/td>\nLa Poste S.A.<\/td>\n$1,870<\/td>\n<\/tr>\n
#35<\/td>\nfielmann<\/td>\nFielmann AG<\/td>\n$1,777<\/td>\n<\/tr>\n
#36<\/td>\nSchwarkopf<\/td>\nHenkel AG & Co KGaA<\/td>\n$1,652<\/td>\n<\/tr>\n
#37<\/td>\nBoss<\/td>\nHugo Boss AG<\/td>\n$1,629<\/td>\n<\/tr>\n
#38<\/td>\nBecks<\/td>\nAnheuser-Busch InBev SA\/NV<\/td>\n$1,595<\/td>\n<\/tr>\n
#39<\/td>\nPersil<\/td>\nHenkel AG & Co KGaA<\/td>\n$1,588<\/td>\n<\/tr>\n
#40<\/td>\nRewe<\/td>\nRewew-Zentral-Aktiengesellschaft<\/td>\n$1,554<\/td>\n<\/tr>\n
#41<\/td>\nLenor<\/td>\nProcter & Gamble Co<\/td>\n$1,539<\/td>\n<\/tr>\n
#42<\/td>\nMetro<\/td>\nMetro AG<\/td>\n$1,351<\/td>\n<\/tr>\n
#43<\/td>\nbofrost<\/td>\nBofrost Dienstleistungs GmbH & Co KG<\/td>\n$1,312<\/td>\n<\/tr>\n
#44<\/td>\nSixt<\/td>\nSixt SE<\/td>\n$1,293<\/td>\n<\/tr>\n
#45<\/td>\nKaufland<\/td>\nKaufland Stiftung & Co. KG<\/td>\n$1,268<\/td>\n<\/tr>\n
#46<\/td>\nOtto<\/td>\nOtto Group<\/td>\n$1,254<\/td>\n<\/tr>\n
#47<\/td>\nTUI<\/td>\nTUI AG<\/td>\n$1,150<\/td>\n<\/tr>\n
#48<\/td>\nAida<\/td>\nCarnival Corp<\/td>\n$1,068<\/td>\n<\/tr>\n
#49<\/td>\nKrombacher<\/td>\nKrombacher Brauerei Bernhard Schadenberg GmbH & Co. KG<\/td>\n\u00a71,054<\/td>\n<\/tr>\n
#50<\/td>\nTchibo<\/td>\nMaxingvest AG<\/td>\n$1,017<\/td>\n<\/tr>\n
<\/td>\nQuelle: Kantar 2020<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
The Top 10 Risers<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Rank<\/td>\nBrand<\/td>\nBrand Value Change 2020 vs. 2019<\/td>\nCategory<\/td>\n<\/tr>\n
#1<\/td>\nadidas<\/td>\n+25%<\/td>\nApparel<\/td>\n<\/tr>\n
#2<\/td>\nPuma<\/td>\n+19%<\/td>\nApparel<\/td>\n<\/tr>\n
#3<\/td>\nOtto<\/td>\n+18%<\/td>\nRetail<\/td>\n<\/tr>\n
#4<\/td>\nLenor<\/td>\n+12%<\/td>\nHome Care<\/td>\n<\/tr>\n
#5<\/td>\nBOSCH<\/td>\n+10%<\/td>\nConglomerate<\/td>\n<\/tr>\n
#6<\/td>\nRWE<\/td>\n+9%<\/td>\nUtilities<\/td>\n<\/tr>\n
#7<\/td>\ndm<\/td>\n+9%<\/td>\nRetail<\/td>\n<\/tr>\n
#8<\/td>\nTelekom<\/td>\n+9%<\/td>\nTelecom Providers<\/td>\n<\/tr>\n
#9<\/td>\nKrombacher<\/td>\n+8%<\/td>\nBeer<\/td>\n<\/tr>\n
#10<\/td>\nREWE<\/td>\n+7%<\/td>\nRetail<\/td>\n<\/tr>\n
Quelle: Kantar 2020<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
The Top Innovators<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Rank<\/td>\nBrand<\/td>\nAverage Innovation score of all brands = 100<\/td>\nCategory<\/td>\n<\/tr>\n
#1<\/td>\nadidas<\/td>\n126<\/td>\nApparel<\/td>\n<\/tr>\n
#2<\/td>\nfielmann<\/td>\n124<\/td>\nRetail<\/td>\n<\/tr>\n
#3<\/td>\nDHL<\/td>\n121<\/td>\nLogistics<\/td>\n<\/tr>\n
#4<\/td>\nNivea<\/td>\n120<\/td>\nPersonal Care<\/td>\n<\/tr>\n
#5<\/td>\ndm<\/td>\n118<\/td>\nRetail<\/td>\n<\/tr>\n
#6<\/td>\nSAP<\/td>\n118<\/td>\nTechnology<\/td>\n<\/tr>\n
#7<\/td>\nPersil<\/td>\n118<\/td>\nHome Care<\/td>\n<\/tr>\n
#8<\/td>\nAldi<\/td>\n117<\/td>\nRetail<\/td>\n<\/tr>\n
#9<\/td>\nMercedes-Benz<\/td>\n116<\/td>\nCars<\/td>\n<\/tr>\n
#10<\/td>\nMiele<\/td>\n116<\/td>\nHome Appliances<\/td>\n<\/tr>\n
<\/td>\nQuelle: Kantar 2020<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Category Changes<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Category<\/td>\nTotal Category Value US$ Million<\/td>\nBrand Value Change 2020 vs. 2019<\/td>\n<\/td>\n<\/tr>\n
Cars<\/td>\n$65,530<\/td>\n-7%<\/td>\n<\/td>\n<\/tr>\n
Technology<\/td>\n$50,875<\/td>\n+0%<\/td>\n<\/td>\n<\/tr>\n
Telecom Providers<\/td>\n$49,295<\/td>\n+5%<\/td>\n<\/td>\n<\/tr>\n
Retail<\/td>\n$41,470<\/td>\n+9%<\/td>\n<\/td>\n<\/tr>\n
Conglomerate<\/td>\n$25,894<\/td>\n+0%<\/td>\n<\/td>\n<\/tr>\n
Logistics<\/td>\n$24,058<\/td>\n-11%<\/td>\n<\/td>\n<\/tr>\n
Apparel<\/td>\n$21,008<\/td>\n+18%<\/td>\n<\/td>\n<\/tr>\n
Utilities<\/td>\n$8,711<\/td>\n+2%<\/td>\n<\/td>\n<\/tr>\n
Insurance<\/td>\n$8,655<\/td>\n+4%<\/td>\n<\/td>\n<\/tr>\n
Personal Care<\/td>\n$8,498<\/td>\n-13%<\/td>\n<\/td>\n<\/tr>\n
Tires<\/td>\n$6,427<\/td>\n-20%<\/td>\n<\/td>\n<\/tr>\n
Food<\/td>\n$6,185<\/td>\n+1%<\/td>\n<\/td>\n<\/tr>\n
Banks<\/td>\n$5,542<\/td>\n-36%<\/td>\n<\/td>\n<\/tr>\n
Travel Services<\/td>\n$4,285<\/td>\n-16%<\/td>\n<\/td>\n<\/tr>\n
Home Care<\/td>\n$3,128<\/td>\n-3%<\/td>\n<\/td>\n<\/tr>\n
Beer<\/td>\n$2,649<\/td>\n+3%<\/td>\n<\/td>\n<\/tr>\n
Home Appliances<\/td>\n$2,495<\/td>\n+1%<\/td>\n<\/td>\n<\/tr>\n
Car Rental<\/td>\n$1,293<\/td>\n-8%<\/td>\n<\/td>\n<\/tr>\n
Quelle: Kantar 2020<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

SAP ist die wertvollste deutsche Marke mit 50,9 Milliarden Dollar Markenwert gefolgt von der Deutschen Telekom mit 44,9 Milliarden Dollar und Mercedes-Benz mit 22,1 Milliarden Dollar – also weniger als die H\u00e4lfte von SAP und Telekom.\u00a0 Analysiert hat dies das\u00a0Marktforschungsunternehmen … Weiterlesen →<\/span><\/a><\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[25,9014,2319,8687,2689,941,1040],"class_list":["post-673078","post","type-post","status-publish","format-standard","hentry","category-allgemein","tag-adidas","tag-brandz-top-50-markenranking-2020","tag-daimler-benz","tag-kantar","tag-markenranking","tag-sap","tag-telekom"],"_links":{"self":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts\/673078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/comments?post=673078"}],"version-history":[{"count":4,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts\/673078\/revisions"}],"predecessor-version":[{"id":673124,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts\/673078\/revisions\/673124"}],"wp:attachment":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/media?parent=673078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/categories?post=673078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/tags?post=673078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}