Ranking of the Most Valuable Retail Brands

The management consultancy OC&C Strategy Consultants measured in the new edition of the Proposition Index, by surveying 26,000 consumers, the extent to which German retail meets the expectations of its customers. The winner for the third consecutive time was the drugstore chain DM.

The Proposition-Index study of the management consultancy OC&C Strategy Consultants examines, through surveying consumers and awarding corresponding index points, how well retail companies fulfil the expectations of their customers that have been created through their advertising efforts, whereby a special feature of the study is that companies are rated only by their actual customers and not by the entire market.

According to the study, the drugstore chain DM leads the ranking of the strongest brands in retail for the third consecutive time and thereby confirms the high service quality that is regularly attested to the Karlsruhe retailer in the customer monitor as well. The e-commerce giant Amazon achieved second place among the strongest retail brands. The only newcomer is the furniture giant Ikea. As part of the expansion of the ranking to include furniture retail, the company managed to reach third place right from the start.

The Proposition Index also establishes that Lidl was not penalised by consumers for its brand campaign aimed at qualitative improvement and Aldi was not penalised for its increased listing of well-known branded goods. Some experts had expected that the change in strategy by the discounters would soften the USP of the two brands. This is refuted by the study, since both Lidl and Aldi were able to improve their index values noticeably this year.

Conclusion

According to the study by the management consultants, the strength and thus also the value of a brand depends at least also on the expectations of consumers aroused through marketing activities. All the more important it is to develop appropriate brand strategies in the future and then implement them consistently.