The best-known brands among German consumers


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DCMN’s Digital Brand Tracker has now measured the brand awareness of companies with a digital focus. Thanks to TV, digital and OOH campaigns, the digital brands were able to achieve double-digit growth.

As different as the products and services from Amazon, Ikea and eBay are, they have one thing in common. According to Growth Marketing Partner DCMN’s Digital Brand Tracker, they are among the top three companies in the new ranking of the most well-known brands with a digital focus. For this purpose, the Digital Brand Tracker examined around 350 brands operating in Germany in the period from January 2021 to December 2021. In the past 18 months, which were characterized by lockdowns and contact restrictions, digital brands or companies with a digital business field have experienced enormous growth and a high level of acceptance among German consumers.

These are the top digital brands

The majority of digital brands in the top 20 fall into the entertainment or e-commerce sectors. Consumers turned to online shopping en masse or looked for ways to entertain themselves at home. The price comparison portal Check24 is one of the top 20 best-known digital brands or companies with an additional digital business area. The online fashion retailer Zalando and the hotel booking website trivago also belong to it.

Digital Brands
The best-known brands with a digital focus: places 1 to 10. (Graphic: DCMN)

Within social media, video portal TikTok saw the largest gain in brand awareness in 2021, with a double-digit increase of 10 percent between January and December 2021. Video and photo-sharing platform Instagram saw a single-digit increase at the top end with seven percent. Followed closely by the subscription and streaming platform Amazon Prime, which gained another six percent.

Digital Brands
The best-known brands with a digital focus: 11th to 20th place. (Graphic: DCMN)

Investing in advertising campaigns increases brand awareness

Looking at brand awareness growth across all digital brands, used car online store Autohero, second-hand fashion marketplace app Vinted, and e-commerce company Etsy are among the winners within the category: they each saw increases between 28 and 16 percentage points – a huge leap in just 12 months. The tax app Taxfix and the betting provider tipico occupy fourth and fifth place with an increase of 13 and 11 percentage points respectively. This strong growth result can also be attributed to extensive investments in TV, digital and out-of-home campaigns carried out within Germany.

Digital Brands
The digital brand Autohero grew the most. (Graphic: DCMN)

Digital Brands: Growth also increases competition

“The last 18 months have brought an enormous phase of innovation and digitization. While digital brands are experiencing more growth than ever before, this also means increased competition,” explains Matthias Riedl, co-founder and CEO of DCMN. “For companies looking to sustain this growth, understanding where they and their competitors stand in terms of brand awareness is critical to executing successful branding and marketing strategies.”

Matthias Riedl is co-founder and CEO of DCMN. (Image: DCMN)

“Our team has done an excellent job of applying our fully data-driven marketing approach to all of our major campaigns in online and offline marketing as well as in sports marketing, thereby enabling the fast and strong growth of the Autohero brand,” reports Josef Hallmann, Director marketing at car hero.

About the methodology of the study: The Digital Band Tracker by DCMN surveys 2,000 German consumers every month. These evaluate 350 digital brands in terms of metrics such as brand awareness, brand perception and brand recognition in 20 industries. Tailor-made for digital brands and startups, the Digital Brand Tracker offers important insights for up-and-coming companies. And helps them to measure themselves against their large and small competitors. DCMN is the growth marketing partner for digital brands and start-ups. The provider’s holistic, data-driven approach combines technology with expert knowledge to develop the market leaders of tomorrow. (sg)