Key Takeaways
- Deutsche Telekom is the EU’s most valuable brand. Its brand value reached $96.2 billion, ranking 11th globally.
- Germany dominates the EU ranking, with eight of the thirteen top brands. This includes Allianz ($60.7 bn.), Mercedes-Benz ($46.6 bn.), BMW ($43.8 bn.), SAP ($37.8 bn.), Volkswagen ($35.8 bn.), Porsche ($35.2 bn.), and Siemens Group ($25.4 bn.).
- France’s strongest brands are in luxury and aerospace. Chanel ($34.3 bn.), Louis Vuitton ($28.8 bn.), and Hermès ($21.2 bn.) lead the luxury industry.
- Airbus recorded the fastest growth. Its brand value jumped 62.6% to $27.2 billion, rising 40 places in the global ranking since last year.
EU’s Most Valuable Brands
| Global Rank | Brand | Country | Sector | Brand Value* | |
|---|---|---|---|---|---|
| 2026 (In $ bn., YOY % Change) | 2025 (In $ bn.) | ||||
| 11 | Deutsche Telekom | Germany | Telecoms | 96.2 (+12.8%) | 85.3 |
| 21 (+4) | Allianz | Germany | Insurance | 60.7 (+21.9%) | 49.8 |
| 36 (-13) | Mercedes-Benz | Germany | Automobiles | 46.6 (-12.1%) | 53.0 |
| 41 (-4) | BMW | Germany | Automobiles | 43.8 (+3.0%) | 42.5 |
| 50 (+12) | SAP | Germany | Software | 37.8 (+20.3%) | 31.4 |
| 54 (+7) | Volkswagen | Germany | Automobiles | 35.8 (+13.9%) | 31.4 |
| 57 (-17) | Porsche | Germany | Automobiles | 35.2 (-14.5%) | 41.1 |
| 59 (-7) | Chanel | France | Apparel | 34.3 (-9.4%) | 37.9 |
| 70 (-15) | Louis Vuitton | France | Apparel | 28.8 (-12.5%) | 32.9 |
| 73 (+20) | Santander | Spain | Banking | 27.9 (+27.7%) | 21.9 |
| 82 (+40) | Airbus | France | Aerospace & Defence | 27.2 (+62.6%) | 16.7 |
| 87 (-10) | Siemens Group | Germany | Diversified | 25.4 (-1.9%) | 25.9 |
| 99 (-1) | Hermès | France | Apparel | 21.2 (+6.3%) | 19.9 |
Source: Brand Finance
* Brand value represents the estimated present value of future earnings attributable to a brand. Brand Finance calculates this using the Royalty Relief method, which estimates the royalty a company would pay to license its brand, based on brand strength (BSI), sector royalty ranges, and forecast revenues.
Germany Anchors Europe’s Brand Landscape
Seven of the thirteen brands in the table are German. This highlights the country’s role as the core of Europe’s corporate brand power.
The highest-ranked EU brand is Deutsche Telekom, whose brand value reached 96.2 billion, followed by Allianz at 60.7 billion.
Germany’s automotive sector also dominates the ranking. Mercedes-Benz (46.6 billion), BMW (43.8 billion), Volkswagen (35.8 billion), and Porsche (35.2 billion) together represent a large share of the EU’s global brand presence.
Germany’s Top Car Brands by New Registrations ->
Technology and industrial firms further strengthen the country’s position, with SAP (37.8 billion) and Siemens (25.4 billion) appearing among Europe’s most valuable brands.
Top German Companies by Revenue ->
France’s Strength Lies in Luxury and Aerospace
France forms the second major pillar of the EU brand ranking.
Luxury fashion houses remain central to the country’s global brand influence. Chanel (34.3 billion), Louis Vuitton (28.8 billion), and Hermès (21.2 billion) all rank among the world’s most valuable apparel brands.
France’s industrial presence is also evident through Airbus, whose brand value surged to 27.2 billion. It is one of the fastest increases in the ranking as the global aerospace sector recovered.
Beyond that, there are also two strong increases in brand value:
- Spanish banking group Santander recorded a 27.7% increase, bringing its brand value to 27.9 billion.
- Germany’s SAP rose by 20.3% to 37.8 billion as demand for enterprise software and cloud infrastructure continued to expand.
The European Union’s most valuable brands remain rooted in the continent’s traditional strengths: industrial manufacturing, telecommunications, finance, and luxury goods.
While technology companies dominate global brand rankings elsewhere, Europe’s brand economy continues to be shaped by engineering, design, and high-end consumer products.
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- Women Hold Less Than One Third of Managerial Roles in Germany
- Employment by Federal State in Germany
- GDP of European Countries
- Germans Earn More Than Foreign Workers Across Germany
- Top German Companies by Revenue
- Employment in the EU Is Shifting Toward Higher Education
- Germany’s Fastest-Growing Jobs by LinkedIn
- European Union’s Debt Has Grown Sharply Over Two Decades
- Europe’s Population Shifted Over 20 Years
- GDP of European Countries
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