Company: Sparkassen-Finanzgruppe GmbH & Co. KG
Brand Value: US$3,505 million
Change since 2018: 12%
Headquarter City: Berlin
Year Formed: 1778
Sparkasse is Germany’s leading retail bank, with around 50 million customers and 16,000 branches across the country, including in small villages. Regional Sparkassen are independently managed, so they can focus on the local customers they serve. This personal touch is at the heart of the brand, as well as its innovation, particularly online. Sparkasse offers several banking and payment apps, including Kwitt, for sending and requesting money, and the paydirekt service, which is a competitor to PayPal in Germany. 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 message "... ist einfach", meaning "it’s simple", and in 2018 it launched the “Gemeinsam allem gewachsen” campaign (“Together we can do anything”) to promote unity and the courage to solve big problems.