Yougov: These are Germany's brands of the year
The payment service PayPal has once again taken first place in the brand rankings; new entrants this year are Aldi and Amazon—both of which have made it into the top ten.
For the third time in a row, the payment service Paypal is the consumer favorite of Germans and, with 51.3 score points, takes first place in the "Brands of the Year" ranking of the international Data & Analytics Group YouGov, which has been awarding the best brands in Germany from a consumer perspective in cooperation with Handelsblatt since 2015. The ranking is based on population-representative data from the Yougov Brand Index brand monitor.
As in the previous year, the drugstore chain Dm secured second place with 48.7 score points. Third place went to the South Korean electronics group Samsung with 46.3 points. The company thus climbed two places compared to the previous year (5th place in 2023).
The Danish toy company Lego achieved 4th place with 46.3 score points, dropping one place compared to 2023. The technology and services company Bosch falls to 5th place with 45.3 points. In 2022, Bosch was still in 2nd place, then in 4th place in 2023. The German parcel and logistics service provider DHL improves by one place compared to the previous year to 6th place with 42.8 points. DHL thus swaps places with Nivea, Beiersdorf's German brand for body cleansing and care products, which falls to 7th place with 42.0 points (cf. 6th place in 2023).
Aldi and Amazon are new
German sporting goods manufacturer Adidas is back in the top 10 this year for the first time since 2019, achieving 8th place with 41.1 points. Aldi and Amazon are complete newcomers. The German grocery discounter achieved 9th place with 39.7 points and the online retailer Amazon from the USA finally made it into this year's top 10 in 10th place (39.4 points).
