Press releases

OBI is among the best-known German brands

Once again, a survey gives it the highest points in brand recognition

Wermelskirchen, August 30th, 2006 - The TNS Infratest Institute in Bielefeld studied the supported and unsupported brand recognition of German DIY superstores. This year’s survey (July 2006) confirmed that OBI continues to be the best-known DIY superstore in Germany with a clear, significant lead in front of its competitors.

The supported brand recognition of OBI is 98 percent. The market leader reached this value in the previous year itself. In the survey of unsupported brand recognition, OBI has held its previous high value of (73 percent) as in the previous year. The lead above the competitor placed second-best was 20 percentage points. The value of the unsupported (spontaneous) brand recognition was obtained from the question “Which DIY superstores are you familiar with?”. The supported brand recognition measures which DIY superstores are known by name.

In the spontaneous top-of-mind round, 39 percent of those surveyed named OBI at the first spot. OBI thus improved its high rating from the previous year by 1 percentage point. The lead to the nearest competitors in the top-of-mind round is almost 30 percentage points.

The acquisition of the data was based on a representative, computer-supported telephone survey of more than 1.000 persons above the age of 14 years in July 2006.

OBI Company Portrait

OBI is the number one in the German DIY sector; in Europe, too, it occupies a top spot in DIY superstores. Apart from the Czech Republic, Slovenia, Poland, Hungary, Bosnia-Herzegovina and Russia, OBI also has a presence in Italy, Austria and Switzerland.
OBI is the fourth-largest DIY store company in the world and employs a staff of about 37,000 all over the world. Overall, the OBI Märkte Company including all the central subsidiaries achieved a gross turnover of 6.6 billion Euro in the financial year 2005/2006. The share in turnover of the foreign markets was 30 percent. With supported brand recognition of 98 percent, OBI, according to a study of the TNS Infratest Institute, is among the best-known brands in Germany.