What: Comparing the economic performance of German, Scandinavian, Benelux and US brands, McKinsey reports on the pessimistic view of German brand companies.

Why it is important: While rising energy costs, supply chain challenges and an unfavourable consumer climate are affecting most companies, German brands remain the most positive about the competitive advantage of their brand (80%) compared with the other countries surveyed (approx 30%).

However, only 3% of German brand companies rate their situation as very good at best, and 39% reported that their situation was good. The contrast is apparent when considering that 28% of Benelux and Scandinavian brand companies and 26% of companies in the US rated their current situation as very good.

German brand economy struggles according to McKinsey