Ranking
Germany's Best Brands 2024
- 420 outstanding brands across 84 categories
- Evaluation dimensions: awareness, popularity, usage, loyalty, and media response
- Results based on surveys conducted among 1,250 individuals per brand category
- Clear and detailed methodology
1,250
1,250
people surveyed per category
84
84
categories examined
420
420
brands awarded
Ranking Details
Germany's Best Brands 2024
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0
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Project Details
About the project
In recent years, the market has undergone significant changes due to the emergence of numerous new brands. While this increasing variety offers consumers a wide range of choices, it also makes it more challenging to identify trustworthy brands. For consumers, knowing which brands they can trust is crucial, as it directly impacts their satisfaction and sense of security. In this context, transparency plays a key role. To enhance market transparency, Statista has decided to conduct a comprehensive study on the best brands.
The ranking is based on the results of an independently designed and conducted survey among individuals aged 18 to 64 in Germany. Participants answered the questions anonymously. The study covered brands from 84 different categories. The surveys were conducted at multiple intervals over the course of a year, with different brand categories assessed at various points in time. The data used was collected between June 2023 and May 2024, with 1,250 individuals surveyed per category.
Scoring
The scoring in our evaluation
Questionnaire
Participants were presented with a predefined selection of brands for each category and were first asked to indicate whether they were familiar with them. They were then surveyed on the brands they knew, specifying which ones they preferred, had previously used, would use again, and had heard about in the media within the past three months.
Evaluation
The overall rating is determined by the frequency with which a brand was selected for each question. The five evaluation dimensions contribute to the overall rating with varying degrees of influence.
Awareness (15%)
Participants were asked whether they were familiar with the brand, even if only by name.
Popularity (30%)
Participants were then asked to indicate which of the brands they were familiar with they liked within the given category.
Loyalty (30%)
Individuals who had previously used a brand were asked whether they would purchase it again.
Usage (15%)
Participants were asked which of the brands they had used in the past four weeks.
Media Presence (10%)
Participants were asked which of the brands they had noticed in the media or advertising over the past three months.
METHODOLOGY
How we work
Learn about our general approach to creating this ranking. Further details about how the ranking was created can be found in the Germany's Best Brands 2024 methodology in German.
01 Concept
The ranking is based on an independent and anonymous survey conducted by Statista on brand perception in Germany. This approach helps minimize potential biases that may arise in non-anonymous surveys, such as social desirability bias in responses.
02 Data Collection
For data collection, Statista developed a comprehensive online questionnaire. To identify suitable participants, Statista collaborated with a globally leading online access panel. To ensure a representative sample of the target group, quotas were established for age, gender, and region. Throughout the survey process, responses were assessed for quality and validity (e.g., interview duration, attention checks, inconsistencies) and were filtered accordingly.
03 Evaluation
The evaluation model applied by Statista R is based on multiple dimensions: awareness (15%), popularity (30%), usage (15%), loyalty (30%), and media presence (10%).
04 Quality Assurance
For each brand considered for recognition, Statista R researched the company name, website, and activity within the respective category. This step serves as a quality assurance measure and is included as part of the published information.
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Get in touch with us
You can contact us via the phone number or email below for any queries related to this project. We look forward to hearing from you.
Catharina Cordes
Catharina Cordes
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