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THE FUTURE OF 
"MADE IN GERMANY"

Narrative Study

The changing image and meaning of
"Made in Germany" in international B2C consumer markets

JANUARY 2025 STUDY

The future of 'Made in Germany'

The changing image and meaning of “Made in Germany” in international B2C consumer markets

German companies, as export champions, have marketed their products worldwide with the seal and promise of 'Made in Germany,' thereby gaining a significant competitive advantage in the past. In the current era of transformation, not only are economic conditions changing, but also perceptions of what 'Made in Germany' stands for and should represent in the future.

In a collaborative study with renowned German companies, we examined the current meanings of 'Made in Germany' and identified opportunities for revitalizing the 'Made in Germany' brand in the 21st century.

A study by  STURMundDRANG in co-operation with Serviceplan and Meisterkreis.

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KEY LEARNINGS

Where do we currently stand with ‘Made in Germany’?