Deutsche Telekom is the most valuable German brand. The telecommunications provider forced BMW, Volkswagen and Mercedes-Benz to fight for the minor places in the latest Brand Finance Global 500 ranking.
Every year, Brand Finance determines which brands are the most valuable in the world. Bonn-based Deutsche Telekom's top result is mainly down to the success of relaunching its umbrella brand.
14th worldwide Apple remains uncontested as the most valuable brand across the globe, followed by technology giants Samsung, Google and Microsoft. Deutsche Telekom came 14th worldwide.
The Telekom brand was calculated as being worth USD 30.6 billion. BMW was close behind at just under USD 29 billion, with Volkswagen in third place at around USD 27 billion and Mercedes-Benz in fourth at around USD 24.2 billion.
Global trend In a country like Germany, with its strong motoring heritage, the fact that a telecommunications brand has ousted an automotive manufacturer from the traditional top spot is further evidence of the growing importance of the technology industry and is in keeping with the global trend, say the experts at Brand Finance.