Observed Signal · Jul 28, 2026 · Research Study Release · Source: Meedia · Impact: 3/5 · Sentiment: Positive
dm and Lindt top new Brand Experience ranking
The Brand Experience Survey by Markenkraft and Neuroflash ranks 112 leading German brands using AI-powered digital twins instead of traditional panels. dm leads with 79/100 points, followed by Lindt (77); at the bottom are Bild (24), Temu (28) and Deutsche Bahn (29). The study finds high ad spend does not guarantee trust or preference — Volkswagen, for example, spends about €197 million on advertising but scores 32 for trust. Telecoms such as 1&1 and Vodafone show comparatively weak trust despite heavy advertising, while lower-spend Congstar performs better. The Neuroflash digital twins are based on polling data from over one million people and produced 22,375 individual evaluations. Authors and quoted experts (including Uwe Munzinger and Jonathan Mall) say the method can deliver faster, cheaper brand insight, though human interpretation remains necessary. Results will be updated regularly on an interactive platform.
Introduces an AI-driven 'digital twin' methodology for brand measurement that could materially speed up and reduce the cost of consumer insights; relevant to brands, agencies and measurement vendors but not an industry-shifting platform policy change.
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Key Takeaways & Evidence Grounding
- Brand Experience Survey conducted by Markenkraft and Neuroflash evaluated 112 of Germany's strongest advertising brands.
- dm scored 79 out of 100 and Lindt scored 77 at the top of the ranking.
- Lowest-scoring brands include Bild (24), Temu (28) and Deutsche Bahn (29).
- Study used Neuroflash's AI-powered digital twins based on survey data from more than one million people and produced 22,375 individual ratings.
- Volkswagen reportedly spends around €197 million on advertising but achieved a trust score of 32 in the survey.
Connected Companies & Entities
9 Entities mapped“Am unteren Ende landen Bild (24), Temu (28) und die Deutsche Bahn (29)....”
“Am unteren Ende landen Bild (24), Temu (28) und die Deutsche Bahn (29)....”
“Auffällig sind vor allem die Ergebnisse in der Telekommunikationsbranche: Trotz hoher Werbeinvestitionen erzielen 1&1 und Vodafone vergleich...”
“Auffällig sind vor allem die Ergebnisse in der Telekommunikationsbranche: Trotz hoher Werbeinvestitionen erzielen 1&1 und Vodafone vergleich...”
“Congstar schneidet mit deutlich geringerem Werbebudget besser ab....”
“So dient Volkswagen den Autoren als Beispiel für die Diskrepanz zwischen Mediaspendings und Markenwirkung. Der Autobauer investiere zwar run...”
“So kommt Audi bei der Gen Z auf 33 Punkte, bei den Babyboomern dagegen auf 72....”
“Für die Untersuchung, angestoßen vor allem vom früheren langjährigen BBDO-Geschäftsführer Munzinger......”
“Auf MEEDIA-Nachfrage betont er vor allem das hohe Maß an Effizienz....”
Ontology Mapping & Concepts
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