Audi, adidas among top German brands

25 January 2012

BERLIN: Lufthansa, Audi and adidas are among the favourite brands of German consumers, many of which display a preference for domestic firms and products, new figures show.

YouGov, the research group, conducted 500,000 interviews in 2011, discussing how shoppers viewed leading companies and brands in areas such as quality, value, satisfaction and reputation.

"Numerous traditional German brands were again among the most popular brands of Germans in 2011," the study argued.

As evidence of this, Lufthansa, the air carrier, was named as the number one player in its sector, posting an index score of 85 points, an improvement of three points year on year.

Audi was the top automaker, accruing two points to reach of 88 points. Elsewhere, adidas led the sports field, also up by two points on an annual basis, and registering 85 points in all.

Nivea, made by Beiersdorf, matched its total from last year on 89 points, and headed the beauty league. Krombacher assumed the same status in the beer market, gaining one point, on 72 points.

More broadly, the most popular brand remained unchanged in 23 of the 24 categories assessed by YouGov, when compared with the equivalent study it published last year.

The sole exception was Edeka, which overtook discount retail rival Aldi to claim first place in this competitive industry, having improved by three points to hit a figure of 68 points.

Other noteworthy developments included the fact that Dr Oetker, last year's winner in the food category, had to share first place with Philadelphia, as both brands recorded 83 points.

Looking online, Amazon, which sat atop the charts, also shared such a billing with Google, both on 87 points, after the latter firm boosted its rating by seven points.

Among the sectors receiving especially low ratings were petrol stations, with Jet, the best-performing operator, on just 22 points, indicative of widespread dissatisfaction related to rising prices.

Similarly, Vodafone was the premier telecoms group despite logging a modest 35 points, and ING-DiBa constituted the highest-scoring bank on 53 points.

Data sourced from YouGov; additional content by Warc staff