Top 100 most valuable German brands stand to lose up to 11% of brand value – over €49 billion – following devasting COVID-19 pandemic. Mercedes-Benz retains titles of Germany’s most valuable brand, brand value €58.7 billion. Germany’s fastest growing brand, RWE, jumps 32 spots in ranking following staggering 96% brand value growth. Chemicals giant BASF is nation’s strongest brand, Brand Strength Index (BSI) score 85.9 out of 100.
Germany is losing value
As the COVID-19 pandemic wreaks havoc on the global and national economy, Germany’s top 100 most valuable brands could lose up to 11% of brand value cumulatively, a potential drop of €49 billion compared to the original valuation date of 1st January 2020, according to the latest Brand Finance Germany 100 2020 report. Looking beyond Germany, the value of the 500 most valuable brands in the world, ranked in the Brand Finance Global 500 2020 league table, could fall by an estimated €1 trillion as a result of the Coronavirus outbreak.
Covid-19 provokes change in brand awareness
Brand Finance has assessed the impact of COVID-19 based on the effect of the outbreak on enterprise value, compared to what it was on 1st January 2020. The likely impact on brand value was estimated for each sector. The industries have been classified into three categories – limited impact (minimal brand value loss or potential brand value growth), moderate impact (up to 10% brand value loss), and heavy impact (up to 20% brand value loss) – based on the level of brand value loss observed for each sector in the first quarter of 2020.