Branded products are innovation drivers and their quality promise is the benchmark that retail also has to be measured up against with its store brands. Johannes Ippach from the German Brands Association holds this view. The association that was founded in 1903 in Berlin is the umbrella organization for the German branded goods industry. Among others, members include Beiersdorf, Coca-Cola, Nestlé, Procter & Gamble, Dr. Oetker, Miele, Hugo Boss, Deutsche Bank, Deutsche Post and Volkswagen.