Adidas is Germany’s favourite brand

Forsa set out to discover the favourite brand among 3000 German citizens, aged 14 or over. Without any prompting, they were able to name those brands that they felt are the most personal and friendly, and the ones to which they feel connected.

The result of this survey? The Germans’ favourite brand is Adidas, followed by BMW and Nike, which came in second and third place. The top 15 favourite brands included 6 brands from the fashion and sport sectors. Affinity with these brands is particularly strong among women and young people. Nike has moved up the most in the ranking in this group (climbing from 7th to 3rd position). Nike is even ranked in front of Adidas, in top position, followed by Apple, among young people between the ages of 14 and 17.

Survey participants aged 60 or over tended to rank German car brands as their favourites, the top four companies being Mercedes, VW, BMW and Audi. Nivea comes next. One point worth noting, however, is that the Germans love home brands. The top two ranking brands (Adidas and BMW) come from Germany, and six of the top ten brands are German. 

The top 10:

1. Adidas
2. BMW
3. Nike
4. Audi
5. VW
6. Mercedes Benz
7. Apple
8. Nivea
9. Esprit