{"id":14882,"date":"2026-03-05T08:00:00","date_gmt":"2026-03-05T07:00:00","guid":{"rendered":"https:\/\/www.digital-chiefs.de\/made-in-germany-reloaded-how-industrial-conglomerates-are-reinventing-their-bran\/"},"modified":"2026-09-26T16:42:01","modified_gmt":"2026-09-26T14:42:01","slug":"made-in-germany-reloaded-how-industrial-conglomerates-are-reinventing-their-bran","status":"publish","type":"post","link":"https:\/\/www.digital-chiefs.de\/en\/made-in-germany-reloaded-how-industrial-conglomerates-are-reinventing-their-bran\/","title":{"rendered":"Made in Germany Reloaded: How Industrial Conglomerates Are Reinventing Their Brand"},"content":{"rendered":"<p><span style=\"display:inline-block;background:#d65663;color:#fff;padding:4px 14px;border-radius:20px;font-size:0.85em\">8 min read<\/span><\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>According to Brand Finance analyst Cristobal Pohle Vazquez, tech innovations are driving the growth of German companies\u2019 brand value. Deutsche Telekom has hit a historic high with \u20ac73.3 billion (Brand Finance) and \u20ac90.8 billion (Kantar BrandZ). SAP is up 25 percent. Yet Mercedes is down 14 percent and Volkswagen 11. Made in Germany isn\u2019t dead\u2013it\u2019s being redefined right now. And the CEOs who grasp this are building the strongest brands of the next decade.<\/strong><\/p>\n<h2>Key Takeaways<\/h2>\n<div style=\"background:#fafafa;border-left:4px solid #d65663;padding:20px 24px;margin:16px 0 32px 0;border-radius:4px;\">\n<ul>\n<li>According to Brand Finance analyst Cristobal Pohle Vazquez, tech innovations are driving the growth of German companies\u2019 brand value.<\/li>\n<li>Deutsche Telekom has hit a historic high with \u20ac73.3 billion (Brand Finance) and \u20ac90.8 billion (Kantar BrandZ).<\/li>\n<li>The story of \u201cMade in Germany\u201d begins with an act of protectionism. In 1887 the British government introduced the Merchandise Marks Act\u2013a mandatory label for imported goods from Germany.<\/li>\n<li>The label was meant as a warning to British consumers: caution, German product.<\/li>\n<\/ul>\n<\/div>\n<p><strong>The story of \u201cMade in Germany\u201d begins with an act of protectionism. In 1887, the British government introduced the Merchandise Marks Act\u2013mandatory labeling for imports from Germany. The tag was meant as a warning to British consumers: caution, German product.<\/strong><\/p>\n<div style=\"background:#f6f1e6;border-left:4px solid #d65663;border-radius:0 8px 8px 0;padding:22px 26px;margin:28px 0 34px;\">\n<p style=\"margin:0 0 14px 0;font-size:0.76em;font-weight:700;text-transform:uppercase;letter-spacing:0.16em;color:#c0414e;\">Das Wichtigste in K\u00fcrze<\/p>\n<ul style=\"margin:0;padding-left:22px;color:#23303f;line-height:1.6;\">\n<li style=\"margin-bottom:8px;\"><strong style=\"color:#0d1b2a;\"><strong>Record brand value:<\/strong> <\/strong> The top 50 German brands are worth a combined \u20ac435 billion, up 24 percent (Kantar BrandZ 2025)<\/li>\n<li style=\"margin-bottom:8px;\"><strong style=\"color:#0d1b2a;\"><strong>Telekom milestone:<\/strong> <\/strong> Deutsche Telekom reaches a record \u20ac90.8 billion (Kantar BrandZ 2025), and Brand Finance puts its record at \u20ac73.3 billion<\/li>\n<li style=\"margin-bottom:8px;\"><strong style=\"color:#0d1b2a;\"><strong>Automotive slide:<\/strong> <\/strong> Mercedes-Benz down 14 percent, Volkswagen 11 percent, Porsche 8 percent (Brand Finance 2025)<\/li>\n<li style=\"margin-bottom:8px;\"><strong style=\"color:#0d1b2a;\"><strong>Trust premium:<\/strong> <\/strong> 48 percent of global consumers \u201cstrongly\u201d trust German products\u2013ranking first ahead of Japan (45 percent) and the USA (36 percent)<\/li>\n<li style=\"\"><strong style=\"color:#0d1b2a;\"><strong>Hidden champions:<\/strong> <\/strong> Roughly 1,700 of the world\u2019s identified Hidden Champions are based in Germany\u2013over 40 percent of the global total<\/li>\n<\/ul>\n<\/div>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">From Warning Label to Seal of Quality: The Story of a Brand<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The story of \u201cMade in Germany\u201d begins with an act of protectionism. In 1887 the British government introduced the Merchandise Marks Act\u2013a mandatory label for imported goods from Germany. The tag was meant as a warning to British consumers: caution, German product. The British were alarmed by the flood of cheap German goods, some of which were even counterfeiting British hallmarks.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The irony of history: German companies did not react with outrage, but with quality. Within a single generation the perception flipped 180 degrees. \u201cMade in Germany\u201d morphed from a cautionary notice into a global synonym for precision, reliability and engineering excellence. It still is today. According to a <a href=\"https:\/\/business.yougov.com\/content\/50501-to-trust-or-not-to-trust-consumers-trust-german-products-the-most-chinese-ones-the-least\">2024 YouGov study<\/a> (17 international markets), 48 percent of all consumers worldwide trust German products \u201ca great deal\u201d\u2013placing Germany first, ahead of Japan at 45 percent and the USA at 36 percent. In Spain the figure even reaches 75 percent.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Yet trust is capital you cannot leave on deposit forever. The question for 2026 is: does the quality promise of 1887 still suffice in a world where brands are defined by software, platforms and ecosystems? Brand-value rankings provide a clear answer. Germany\u2019s top-50 brands are collectively worth \u20ac435 billion\u2013a 24 percent increase (Kantar BrandZ 2025). Brand Finance\u2019s top-150 total \u20ac356 billion. The substance is there. It is simply shifting: away from smokestacks, toward tech stacks. Whoever understands this shift wins. Whoever ignores it loses\u2013even with the world\u2019s finest product.<\/p>\n<div style=\"background:#1a1a2e;border-radius:12px;padding:32px;margin:40px 0;\">\n<div style=\"display:flex;justify-content:space-around;text-align:center;flex-wrap:wrap;gap:20px;\">\n<div style=\"flex:1;min-width:140px;\">\n<div style=\"font-size:2.2em;font-weight:800;color:#d65663;\">\u20ac90.8 bn<\/div>\n<div style=\"color:#d65663;font-size:0.85em;margin-top:4px;\">Deutsche Telekom \u2013 record brand value \u20ac73.3 bn<\/div><\/div>\n<div style=\"flex:1;min-width:140px;\">\n<div style=\"font-size:2.2em;font-weight:800;color:#d65663;\">+25%<\/div>\n<div style=\"color:#d65663;font-size:0.85em;margin-top:4px;\">SAP brand-value growth 2025<\/div><\/div>\n<div style=\"flex:1;min-width:140px;\">\n<div style=\"font-size:2.2em;font-weight:800;color:#d65663;\">48%<\/div>\n<div style=\"color:#d65663;font-size:0.85em;margin-top:4px;\">Global quality trust #1<\/div><\/div><\/div>\n<\/div>\n<p style=\"color:rgba(0,0,0,0.5);font-size:0.8em;text-align:right;margin-top:-30px;margin-bottom:30px;\">Sources: Kantar BrandZ Germany 2025, YouGov 2024<\/p>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">The Winners: Who Is Reinventing the Brand<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Three companies demonstrate how the shift from \u201cMade in Germany\u201d to \u201cDesigned, Built and Connected in Germany\u201d is becoming reality.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>Siemens<\/strong> has undergone the most radical transformation. After spinning off Siemens Energy (2020) and Siemens Healthineers, the group no longer sees itself as a conglomerate but as an industrial-technology software company. The \u201cONE Tech Company\u201d program consolidates every technology building block under one roof. The figures back the claim: \u20ac9.4 billion in digital revenue with 12 % average annual growth, \u20ac5.3 billion in software annual recurring revenue (up 13 %) and 24,000 new SaaS customers, 70 % of them new and almost 90 % SMEs.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">CEO Roland Busch spells out the goal in no uncertain terms: digital business is to double by 2030, with a targeted 15 % annual growth rate. \u20ac1 billion will flow into AI offerings over the next three years. Siemens\u2019 model is not a cosmetic rebrand; it is a portfolio transformation that is already showing up in brand value: plus 29 % in the Kantar BrandZ 2025 ranking.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>SAP<\/strong> is one of the biggest gainers in the charts, with a 25 % brand-value increase according to Brand Finance Global 500 2025. The driver: relentless repositioning around cloud and AI. SAP no longer sells on-premise licences; it sells cloud subscriptions and AI-powered business processes. That is a fundamental brand shift\u2013from \u201cGerman enterprise software\u201d to \u201cglobal business-AI platform.\u201d The numbers (cloud revenue up 24 %, cloud backlog \u20ac77 billion) prove the market is buying the new positioning.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>Trumpf<\/strong> illustrates the hidden-champion route. The Ditzingen laser and machine-tool maker invests 12 % of revenue in R&#038;D\u2013well above the sector average. CEO Nicola Leibinger-Kamm\u00fcller sees opportunities in e-mobility, semiconductors and AI-connected manufacturing. The Smart Factory in Chicago embodies what Trumpf means by \u201cNetworked Manufacturing\u201d: the machine is the entry point, the digital offering is the business model of tomorrow. Customers report average productivity gains of 30 %, according to company data.<\/p>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">The Losers: When Tradition Becomes a Burden<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The flip side of the rankings is painful. Mercedes-Benz loses 14 percent in brand value, Volkswagen 11 percent, Porsche 8 percent. The German automakers that for decades embodied \u201cMade in Germany\u201d are losing their shine. The issue isn\u2019t product quality\u2013German cars remain technically first-class. The problem is the brand story.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">In a world where Tesla built its brand on software and user experience and Chinese makers like BYD win on price-performance and tech integration, \u201cGerman engineering\u201d no longer cuts it as a brand promise. Automakers must pivot from \u201cthe best car\u201d to \u201cthe best mobility experience.\u201d That\u2019s a fundamental shift touching not just product development but brand communication, sales models and customer relationships.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The contrast with Siemens is instructive: Siemens spent a decade systematically redefining itself\u2013from conglomerate to tech company\u2013through spin-offs, acquisitions and a clear digital narrative. Automakers are attempting the same, but the transformation is slower because the legacy promise (internal combustion, driving pleasure, status symbol) is deeply embedded in the brand DNA.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The counter-example deserves attention: Adidas shows that even a traditional German brand can grow massively. With a Brand Strength Index of 93.4 out of 100 (Brand Finance 2025), Adidas is Germany\u2019s strongest brand by quality. Its brand value rose 23 percent. The difference: Adidas aligned its brand consistently with lifestyle, sports community and digital customer bonding\u2013products remain physical, but the brand relationship is digital. It\u2019s a model industrial brands can emulate without abandoning their DNA.<\/p>\n<div style=\"background:linear-gradient(135deg,#fff0f1 0%,#ffe4e6 100%);border-left:4px solid #d65663;border-radius:8px;padding:24px 28px;margin:40px 0;\">\n<p style=\"font-size:1.1em;font-style:italic;line-height:1.6;color:#1a1a2e;margin:0;\">&#8220;Germany&#8217;s top 150 brands now command 356 billion Euro in value. While traditional industrial brands face big challenges, there is hope in tech and leisure brands. Tech stacks, not smokestacks, are driving growth.&#8221;<\/p>\n<p style=\"font-size:0.85em;color:#666;margin:8px 0 0 0;\">Cristobal Pohle Vazquez, Brand Finance Associate Director, 2025<\/p>\n<\/div>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">1,700 Hidden Champions: The Invisible Strength<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Beyond the DAX giants lies a second tier of German brand power that rarely shows up in rankings: the Hidden Champions. Roughly 1,700 of the world\u2019s identified niche-market world leaders are based in Germany\u2013over 40 percent of the global total. No other country comes close to this density.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Companies like Trumpf (lasers), K\u00e4rcher (cleaning tech), Brita (water filters), Webasto (vehicle roofs) or Herrenknecht (tunnel-boring machines) dominate their markets yet remain largely invisible to the public. Their branding works differently from consumer brands: not through ads and lifestyle, but through technical superiority, customer proximity and delivery reliability. \u201cMade in Germany\u201d here means problem-solving, not prestige.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Hermann Simon coined the term Hidden Champion in 1990 and has since analyzed over 500 of these firms. The definition: world market leader in a niche, usually mid-sized, largely unknown to the public. The challenge for Hidden Champions differs from DAX firms: they don\u2019t need to reinvent their brand, but to scale it digitally. Trumpf illustrates the shift with its TruConnect software suite and AXOOM platform: the physical machine stays the core product, but digital services (predictive maintenance, process optimization, connected manufacturing) become the growth engine. The brand promise shifts from \u201cthe best machine\u201d to \u201cthe most productive solution.\u201d<\/p>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">Sustainability as the new quality promise<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">A third dimension of the brand reboot is sustainability. According to EY, DAX companies reduced their CO\u2082 emissions by 11.6 million tonnes in 2024\u2013a drop of 6 percent. Deutsche Telekom sources 93 percent of its energy consumption from renewable sources\u2013the highest value in the DAX and the only company to earn the top rating of &#8220;very good&#8221; from the Scope Group Sustainability Rating (81 out of 100 points).<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">For industrial brands, sustainability is increasingly becoming a key differentiator. Miele, one of Germany\u2019s largest family-owned businesses with \u20ac5.04 billion in revenue, positions durability as its sustainability strategy: a Miele appliance that lasts 20 years is more sustainable than a cheap device replaced after five. This ties the classic &#8220;Made in Germany&#8221; quality promise to the <a href=\"https:\/\/mybusinessfuture.com\/reboot-germany-735-milliarden-mittelstand-investitionen-2026\/\">Reboot narrative<\/a>: quality is not just a product feature, but a contribution to the circular economy.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Stihl takes a different approach. The Waiblingen-based chainsaw manufacturer is transforming its corporate website into a B2C touchpoint with an integrated online shop\u2013a 40-country rollout designed to complement, not replace, its existing specialist dealer network. The &#8220;Stihl&#8221; brand has long stood for one thing: you buy from a specialist dealer who advises and trains you. The digital channel must uphold that promise, not undermine it. That\u2019s premium brand management\u2013and a model for any mid-sized company navigating the balance between specialist retail and e-commerce.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The link between quality and sustainability isn\u2019t a marketing gimmick\u2013it\u2019s a structural advantage. German products that last 20 years instead of five generate less waste, consume fewer resources, and have a lower lifecycle CO\u2082 footprint. In a world where CSRD reporting and ESG assessments increasingly shape supplier decisions, durability becomes a measurable competitive edge. &#8220;Made in Germany&#8221; can then mean not just the best product, but the most sustainable one. That\u2019s a brand promise that never loses its appeal.<\/p>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">What CEOs Must Do for the Brand Reboot<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>First: Update the brand narrative.<\/strong> \u201cMade in Germany\u201d alone no longer suffices. Siemens showed how it\u2019s done with \u201cONE Tech Company\u201d\u2013a fresh positioning that layers innovation, software and platform onto the quality promise. Every CEO should be able to articulate what their brand stands for in 2030\u2013and why that\u2019s more than \u201cgood quality.\u201d<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>Second: Build digital revenue streams.<\/strong> A brand that sells only physical products will slide down the rankings. Siemens\u2019 software ARR of \u20ac5.3 billion and SAP\u2019s 25 percent cloud growth prove it: brand value follows the business model. Recurring revenue builds brand value.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>Third: Own the AI narrative.<\/strong> SAP\u2019s 25 percent brand-value growth is directly tied to its AI repositioning. Industrial CEOs who can frame their company as both an AI user and an AI enabler elevate the brand to a new tier. Those who cede the topic will be seen as \u201cold economy.\u201d<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>Fourth: Leverage quality trust as an asset.<\/strong> 48 percent global quality trust is a massive head start\u2013no US tech company matches that figure. The trick is to transfer that trust from products to platforms, software and services. \u201cMade in Germany\u201d must mean not just the best product, but also the most trustworthy digital solution. In an era where data protection, digital sovereignty and cybersecurity compliance increasingly drive purchasing decisions, German quality trust is a strategic edge no rival can replicate\u2013because it was built over decades.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The reboot of \u201cMade in Germany\u201d is not a marketing exercise. It is a strategic transformation that must be led by the CEO, because it touches business model, portfolio strategy and corporate culture at once. Siemens, SAP and Trumpf show three distinct paths, yet the pattern is identical: keep quality as the foundation and build innovation as the second brand pillar. Those who succeed will have a brand that grows in the coming decade. Those who cling to the old promise will slide down the rankings to where Mercedes and Volkswagen are headed today.<\/p>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">Frequently Asked Questions<\/h2>\n<details style=\"margin-bottom:12px;padding:16px 20px;background:#f9f9f9;border-radius:6px;\">\n<summary style=\"cursor:pointer;font-size:15px;font-weight:600;\"><strong>Which German brands are the most valuable?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 8px;\">According to Kantar BrandZ 2025, Deutsche Telekom leads with \u20ac90.8 billion, followed by SAP and Siemens at \u20ac31.3 billion each. In the Interbrand 2024 ranking, Mercedes-Benz (8th place) and BMW (10th place) feature among the global top ten.<\/p>\n<\/details>\n<details style=\"margin-bottom:12px;padding:16px 20px;background:#f9f9f9;border-radius:6px;\">\n<summary style=\"cursor:pointer;font-size:15px;font-weight:600;\"><strong>Where does \u201cMade in Germany\u201d come from?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 8px;\">The British Merchandise Marks Act of 1887 introduced the label as a warning to consumers about German imports. German companies responded by raising quality standards, turning the original cautionary mark into a globally recognized seal of excellence.<\/p>\n<\/details>\n<details style=\"margin-bottom:12px;padding:16px 20px;background:#f9f9f9;border-radius:6px;\">\n<summary style=\"cursor:pointer;font-size:15px;font-weight:600;\"><strong>Why are car brands losing brand value?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 8px;\">Mercedes-Benz lost 14 percent, Volkswagen 11 percent, and Porsche 8 percent of brand value (Brand Finance 2025). The shift to electric mobility and software-defined vehicles is fundamentally altering brand promises, while Tesla and Chinese manufacturers intensify competition.<\/p>\n<\/details>\n<details style=\"margin-bottom:12px;padding:16px 20px;background:#f9f9f9;border-radius:6px;\">\n<summary style=\"cursor:pointer;font-size:15px;font-weight:600;\"><strong>What are Hidden Champions?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 8px;\">Companies that dominate niche markets yet remain largely unknown to the public. Roughly 1,700 of the world\u2019s identified Hidden Champions are based in Germany\u2013over 40 percent of the global total. The term was coined by Hermann Simon in 1990.<\/p>\n<\/details>\n<details style=\"margin-bottom:12px;padding:16px 20px;background:#f9f9f9;border-radius:6px;\">\n<summary style=\"cursor:pointer;font-size:15px;font-weight:600;\"><strong>Do consumers trust German products more than American ones?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 8px;\">Yes. According to YouGov 2024, 48 percent of global consumers \u201cstrongly\u201d trust German products, compared to 36 percent for US products. The 12-point lead underscores enduring confidence in German quality.<\/p>\n<\/details>\n<h2 style=\"margin-top:32px;margin-bottom:16px;\">Further Reading<\/h2>\n<ul>\n<li>The CFO as Transformation Driver: How Finance Chiefs Fund the Reboot<\/li>\n<li>AI Governance in the Boardroom: Balancing Innovation and Regulation<\/li>\n<li><a href=\"https:\/\/mybusinessfuture.com\/reboot-germany-735-milliarden-mittelstand-investitionen-2026\/\">Reboot Germany: \u20ac735 billion, three mid-size champions, and whether the crisis is really that bad<\/a><\/li>\n<\/ul>\n<h2>Frequently Asked Questions<\/h2>\n<details>\n<summary><strong>How did a British warning become a seal of quality?<\/strong><\/summary>\n<p>The Merchandise Marks Act of 1887 was intended as a warning to consumers about German imported goods. German companies responded with quality improvements, so that within one generation perception turned 180 degrees. Made in Germany went from warning label to a global synonym for precision, reliability and engineering.<\/p>\n<\/details>\n<details>\n<summary><strong>Which companies are successfully renewing the Made in Germany brand?<\/strong><\/summary>\n<p>Three companies show how the shift from &#8220;Made in Germany&#8221; to &#8220;Designed, Built and Connected in Germany&#8221; works.<\/p>\n<\/details>\n<details>\n<summary><strong>How much brand value are Mercedes-Benz, Volkswagen and Porsche losing?<\/strong><\/summary>\n<p>The downside of the rankings is painful. Mercedes-Benz is losing 14 percent of brand value, Volkswagen 11 percent, Porsche 8 percent.<\/p>\n<\/details>\n<details>\n<summary><strong>How many Hidden Champions are there in Germany?<\/strong><\/summary>\n<p>Alongside the DAX corporations there is a second tier of German brand strength that hardly appears in rankings: the Hidden Champions. Around 1,700 of the companies identified worldwide as world market leaders in their niche markets are based in Germany.<\/p>\n<\/details>\n<details>\n<summary><strong>What role does sustainability play in the reboot of German brands?<\/strong><\/summary>\n<p>A third dimension of the brand reboot is sustainability. According to EY, the DAX corporations reduced their CO2 emissions in 2024 by 11.6 million tons (minus 6 percent).<\/p>\n<\/details>\n<p style=\"font-style:italic;text-align:right;margin-top:40px;\">Source of cover image: Pexels \/ Kateryna Babaieva (px:2995864)<\/p>\n<h3>Read more<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.digital-chiefs.de\/en\/the-ai-pilot-is-running-regular-operations-are-not\/\">The AI pilot is running, regular operations are not<\/a><\/li>\n<li><a href=\"https:\/\/www.digital-chiefs.de\/en\/technical-debt-on-board-agenda\/\">Technical Debt: Why the Board Must Act Now<\/a><\/li>\n<li><a href=\"https:\/\/www.digital-chiefs.de\/en\/digitalization-without-a-big-bang-a-step-by-step-transformation\/\">Digitalization Without a Big Bang: A Step-by-Step Transformation<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>8 min read According to Brand Finance analyst Cristobal Pohle Vazquez, tech innovations are driving the growth of German companies\u2019 brand value. Deutsche Telekom has hit a historic high with \u20ac73.3 billion (Brand Finance) and \u20ac90.8 billion (Kantar BrandZ). SAP is up 25 percent. Yet Mercedes is down 14 percent and Volkswagen 11. Made in [&hellip;]<\/p>\n","protected":false},"author":114,"featured_media":15517,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"made in germany","_yoast_wpseo_title":"Made in Germany: Modernizing industrial brands for growth","_yoast_wpseo_metadesc":"Made in Germany brands gain value through tech innovation\u2014discover how industrial leaders are reinventing themselves. 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