Based on 700.000 online-interviews made in the period from September 1, 2014 – August 31, 2015, international market research company YouGov and German business newspaper Handelsblatt have come up with a ranking of the most popular consumer brands in Germany 2015 in 26 categories. Overall experience, quality, price-performance ratio, customer satisfaction, willingness to recommend, and employer image were some of the criteria for the ranking. The results are below. On YouGov, you can see the top 5 by category. Overall Best Brand winner is South Korea’s consumer electronics giant SAMSUNG, followed by dm and NIVEA.
The most popular brands in Germany 2015 by category:
Soft drinks: Gerolsteiner (mineral water)
Automobile: Volkswagen (data from before the scandal)
Car Accessories & Services: Michelin
Banks: ING-DiBa
Building & Furnishing: IKEA
Beer: Krombacher
Consumer Electronics: Samsung
Retailer: dm Drogeriemarkt
Utility: LichtBlick
Gastronomy: Tchibo
Food: Dr. Oetker
Food Retailers: Aldi
Mobile & Telecommunications: Aldi Talk
Mobility: Etihad
Fashion retailers: C & A
Fashion Brands: Adidas
Package Service & Logistics: DHL
Beauty & Cosmetics: Nivea
Tour operators & Travel portals: TUI
Snacks: Rittersport
Social Web sites & Web sites: Wikipedia
Software & Cloud Services: Firefox
Sweets: Haribo
Gas stations: JET
Insurance: HUK-Coburg
Video & Audio Streaming: YouTube
