Tchibo is Germany´s most renowned retail brand name

Tchibo, Aldi, Ikea and dm are Germany´s most important retail brand names. In a cross-sectoral ranking of 80 trade companies carried out by the BBDO Consulting management consultancy, Tchibo came first with a brand name index of 7.62 (on a scale from 1 to 10) followed closely by the Aldi discounter (7.54) and the Swedish company Ikea (7.51).

This ranking is based on the recent “Retail Brands in Germany – brand names and brand images” study which provides an overview of the most important brand names of the German trade business. The data for the study were collected in September 2007 through interviewing more than 2000 people aged at least 16.

The ranking by the BBDO Consulting brand name experts is the first such comprehensive analysis of the brand name strength of German retail companies. In this analysis, in a multi-phase model the brand name strength is measured from the perspective of clients. The brand name strength is then the result of the combination of both brand name awareness and brand name utility. GERMAN

Here a list of the German top ten retail brands by brand name strength:

RankBrand nameBrand strength indexSector
1Tchibo7.62miscellaneous
2Aldi7.54food retail trade
3Ikea7.51furniture retail trade
4dm7.43drug store
5C&A7.37textile trade
6Lidl7.32food retail trade
7Weltbild7.31book trade
8Douglas7.14miscellaneous
9Galeria Kaufhof7.04department store
10Rossmann7.01drug store