Over one billion euros in turnover with branded products!

As four years ago, the management consultancy McKinsey and the Markenverband have examined the importance of the brand industry for Germany's business location. The result is impressive. In the past year, branded product manufacturers generated over one billion euros in turnover and thus 21 percent of all sales in Germany.

The joint study by the strategy consultancy McKinsey and the Markenverband e.V. – an interest representative for 400 successful branded companies – concludes that German branded companies achieved around 1.1 trillion euros in turnover in the past year. This corresponds to a sales increase compared to the study already conducted in 2010 of 22 percent. Thus 21 percent of all sales in Germany are made with branded products. This is communicated by the Markenverband together with McKinsey in a joint press release .

Almost half of the sales with branded products come from the manufacturing sector, which in the brand-relevant segment grew by an average of 4 percent annually over the past ten years. By comparison, sales including non-brand suppliers in the manufacturing sector grew by only 2.8 percent per year. A further 20 percent of brand sales were achieved by transport and telecommunications companies, 16 percent by financial service providers, 12 percent by energy suppliers and 3 percent by publishers, film and broadcasting.

Conclusion

The macroeconomic importance of brands continues to increase. It is therefore all the more important to have appropriate brand administration and collision monitoring of your own brand portfolio. Please feel free to contact us regarding corresponding services.