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Company: Robert Bosch GmbH

Brand value: US$11,556 million

Change since 2019: 10%

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. The brand has long emphasized its German heritage to signpost its high standards of quality and justify its premium pricing compared to its competitors. In 2019 at the CES electronics fair in Las Vegas, Bosch unveiled a new global image campaign with the tagline “Like a Bosch”. The tone of communications marks a shift in style for the brand, with a hip-hop video clip at the center of the campaign to position Bosch as a leader in Internet of Things (IoT) technology. The #LikeaBosch tagline echoes the “like a boss” memes and viral videos already online showing ordinary people doing amazing things. In the ads, a young man is on top of everything from lawnmowing to making a coffee thanks to Bosch. BrandZ research covered Bosch’s durable white goods and home appliances.