What Defines Strong Brands: Key Insights from the German Brand Monitor 2026
The German Brand Monitor 2026 is based on a survey of 311 executives from Germany and the DACH region. Jointly published by the German Design Council and gmk Brand Consulting, the study provides a comprehensive overview of the state of brand leadership in 2026. Lutz Dietzold (CEO, German Design Council) summarises its significance: “When routines begin to crumble, and markets become difficult to navigate, the brand becomes a compass. The data confirms what many assume but seldom quantify: strong brand leadership is a decisive economic lever.”
The study addresses central questions for brand leadership in Germany in 2026: What defines strong brands? Which strategic trends will shape the coming years? And where must B2B organisations take immediate action?
Further findings provided by the Brand Monitor are as follows:
Strong brands achieve stronger and more sustainable growth
Brands with clear strategic guidance achieve sustainable growth more frequently and secure stronger competitive positions. The data clearly shows that brand leadership delivers tangible value – strategically, competitively and economically.
Circular Design: recognised but rarely embedded
Although many organisations acknowledge its potential, Circular Design is still incorporated inconsistently into development processes – signalling considerable untapped opportunity.
Artificial Intelligence: efficiency first, differentiation later
AI is already in use across many organisations, primarily to increase efficiency. However, its potential to strengthen brand differentiation, creativity and strategic positioning remains largely underdeveloped.
Internal brand engagement remains underestimated
Only 22% of organisations conduct regular brand training. One third invest nothing in internal brand development. Strong brands, however, train significantly more frequently, enhancing credibility and consistency across the customer journey.
Brand performance measurement is still underdeveloped
Brand governance remains weak in many organisations. Only 14% use defined KPIs to measure brand performance, and more than half do not measure brand image at all.
Brand architecture: clarity becomes essential
Multi-brand organisations face rising complexity. Clear brand architecture and disciplined portfolio decisions are becoming critical. Two-thirds lack defined brand rules for M&A processes.
Reasons for brand reduction:
- 45% cost reduction
- 37% insufficient differentiation
- 32% excessive complexity
Conclusion: Brand leadership is becoming a strategic imperative.
The study outlines where organisations must act: operationalising brand strategy, defining measurable KPIs, strengthening internal brand engagement, embedding Circular Design and leveraging AI for strategic differentiation.
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