Bosch

Company: Robert Bosch GmbH

Brand value: US$10,479 million

Change since 2018: 7%

Headquarter city: Munich

Category: Conglomerate

Year formed: 1886

Bosch is a global brand of high-end white goods, power tools and consumer durables, which developed out of a business launched to supply components to Germany’s car industry. Bosch is Europe’s largest manufacturer of home appliances in Europe and generated sales of €78.1 billion in 2017 (up from €73.1 billion in 2016). In its communications, its brand promise is “Bosch. Invented for Life” and it emphasizes its German heritage and high standards of quality to distinguish itself among other global brands in the sector and justify its premium pricing. While Bosch goods tend to be more expensive than average, they appeal to a fairly broad range of potential buyers and the brand does not focus its marketing on only the most affluent households. Bosch also has a large B2B business, supplying power tools to artisans. In October 2018, Bosch became an official partner of the ABB FIA Formula E Championship. The company employs over 400,000 people worldwide. BrandZ research covered Bosch’s durable white goods and home appliances.