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WILDCARDS #15: GERMANY / BRANDS

By Markus, 15. December 2013

Today’s WILDCARD explores the topic of Brands in Germany. Learn more about brand value, brand loyalty, the future of German brands and compare it with yesterday’s card

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WILDCARDS-6-Germany-Brands-Content

 

> Tomorrow’s card: China | Family

 

CLICK HERE TO LEARN MORE ABOUT THE WILDCARDS PROJECT

 

EXCERPT:

Worth the Money?

Germans are value and brand conscious and rely on the quality of the name. At the same time, they are looking for a reasonable price. Foreign brands mainly win consumer confidence with uniqueness, excessive advertising expense, persistence, and a promise for quality at a better price.

Made in Germany

Brand loyalty lasts a lifetime. Once BMW, always BMW. Trademarks are considered as constants in a fast-paced life, and consumers are sensitive when a brand changes its character or reinvents itself.

Buy (bye) German

While consumers have become more adventurous and adopt to new brands, a new trend is emerging to mainly buy German originated products. It has its roots in the fear of the erosion of German business.

Interesting Fact 1

Jägermeister. From an outdated grandfather brand to a worldwide hip lifestyle drink for the younger generation.

Interesting Fact 2

Wealth is not publicly displayed, and wastage is considered unethical. Even Porsche is not seen as a luxury, but as a premium brand.

WILDCARDS #16: GERMANY / FAMILY
WILDCARDS #14: GERMANY / SEASONS
Markus

Markus

Markus writes about design- and innovation management, creativity methods, medical design and intercultural branding. More about...

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