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48 Fielmann

Position: #48

Brand: Fielmann
Brand value: 166 Mio. EUR
Brand value change compared to last year: +7%
Ranking change compared to last year: -1

Fielmann is the market-leading optician in Germany – with more than 23 million customers, it sells every second pair of glasses that are sold in Germany in one of its 578 stores. The principle behind the corporate philosophy is “The customer is you”, which shows the customer focus of this strong family-owned business. Fielmann invests in its employees, with its own training facility and apprentices who consistently outperform their peers at industry competitions. The core of Fielmann’s extensive communication focuses on offering top quality in combination with best service and prices. The clever tagline, “Brille? Fielmann.”, is very familiar among German consumers, supporting the brand’s high profile. This venerable optical chain has become a people’s brand with a middle-of-the-road approach that appeals to a large audience.

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