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:
- general impression
- Price-performance ratio
- Customer satisfaction
- Willingness to recommend
- Employer image
These are the best brands of 2020 according to Yougov
@imago images / Stefan Zeitz
# 10 Rossmann
The empty shelves at the beginning of the Corona crisis did not damage Rossmann’s reputation. Perhaps during this time in particular, more customers received a greater appreciation for the performance of the sales staff in the drugstore chain. In any case, Rossmann was able to climb back into the list of Yougov’s ten best brands for the first time since 2016. The company achieved 46.3 points in the fire index.
@imago images / photothek
# 9 dm bio
The already good reputation of German drugstores is additionally strengthened by strong own brands. Dm Bio made it into the top 10 for the first time in 2020 (46.4 points).
@imago images / rheinmainfoto
# 8 Samsung
Three companies from the “Small and Large Electronics” division made it into the top 10 of the best brands. Samsung is new with 47.9 points.
@imago images / Dean Pictures
# 7 Nivea
Nivea, on the other hand, continues its downward trend. In 2017, the traditional Beiersdorf brand was still in fourth place in the ranking. In 2019 it was sixth (49.7 points). Now it was only enough for seventh place (48.6 points).
@imago images / Jan Huebner
# 6 Samsung
Samsung again. In addition to the new eighth place for the small and large electrical sector, the Korean company is also one of the best brands in 2020 as a manufacturer of entertainment electronics from the consumer perspective. However, Samsung slipped two places (50.1 to 48.8 points). But that was enough to place Bose, Sennheiser and Sony in the “consumer electronics” category. Apple didn’t make it into the top 5 in the category.
@imago images / STPP
# 5 Bosch
Bosch moved up two places to fifth. However, the rating in Yougov’s index remained the same: 48.9 points.
@imago images / Stefan Zeitz
# 4 Miele
Miele is the third manufacturer of small and large electrical appliances to be chosen among the ten most popular brands. The Gütersloh group climbed from fifth place (49.8 points) to fourth place (50.2 points), the same ranking as in 2018.
@imago images / Bernd Friedel
# 3 Ravensburger
Ravensburger has risen in favor with German consumers. Spieleverlag got 53.7 points (2019: 52.9 points) and thus held third place.
@imago images / Sven Simon
# 2 dm
The drugstore chain dm has also grown and maintained the previous year’s position. The company improved in the Yougov brand index from 54.4 to 55.4 points.
@imago images / Ralph Peters
# 1 Lego
Lego will defend its title as the best brand in Germany in 2020. However, the German competition was able to catch up. The Danish company deteriorated in the consumer surveys from 61.0 to 60.2 points.