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Company: Sparkassen-Finanzgruppe GmbH & Co. KG

Brand Value US $3,029 million

Change since 2019: -14%

Headquarter City Berlin

Category: Banks

Year Formed: 1778

Sparkasse is Germany’s leading retail bank, with around 50 million customers and 13,000 branches across the country, including in small villages. More than 380 regional Sparkasse are independently managed so they can focus on the local customers they serve. Sparkasse sees its DNA as linking the personal touch with innovation, particularly regarding mobile payment solutions. Sparkasse offers several banking and payment apps, including Kwitt, for sending and requesting money, as well as the paydirekt service- a competitor to PayPal in Germany. Sparkasse has announced it will also offer Apple Pay. The brand’s communications are strongly associated with the color red in the Sparkasse logo and the claim: "Wenn's um Geld geht – Sparkasse" or "When it comes to money – Sparkasse”. For several years, the brand’s promise has been: "... ist einfach", meaning "it’s simple". As it seeks to promote the brand as easygoing and helpful, Sparkasse has launched a 24/7 chatbot service.