Economy & Politics

RankingGermany’s best brands

Adidas fell out of the group of the best brands in Germany during the Corona crisis. The sporting goods manufacturer took seventh place in Yougov’s ranking in 2019 and thus made it into the top 10. At the end of 2020, however, the decline already followed. The controversy about initially deferred rental payments by the global corporation may have played a role in the loss of reputation in the Covid 19 pandemic. The ranking is based on consumer surveys.

Adidas worsened in the annual balance of the Yougov Brandindex from 46.1 to 41.6 points. That was at least enough for first place among the sports and fashion brands (Nike came in second with 37.3 points). But even with the previous year’s figure, Adidas would have missed its entry into the top group of the most popular brands in 2020. Because many companies were able to increase their survey values ​​despite or because of the Corona crisis.

Most popular brands in Germany

Siemens and the Andechser Natur dairy, number nine and ten from 2019, also fell off the list. Two of the free places went to a company and its subsidiary brand. Another group was also represented twice in the ranking. The number of foreign brands in the ranking increased to three.

According to Yougov, more than 900,000 online consumer surveys were evaluated between September 2019 and August 2020 for the best list. The participants were therefore representative of the German population aged 18 and over. Brands had to be known to at least 20 percent of Germans in order to be queried. The brands were rated based on six criteria:

  1. general impression
  2. quality
  3. Price-performance ratio
  4. Customer satisfaction
  5. Willingness to recommend
  6. Employer image

These are the best brands of 2020 according to Yougov

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