ABSTRACT
To better understand a nation and its brands, it is necessary to know a little about its modern economic history, the factors that led to its development and to its present state. In the case of Germany, it was in the year 1945 after the end of the ruinous Second World War that Germany entered what was called the time of ‘Zero Hour’ or (Null Stunde). During this period, most of Germany lay in ruins and was in a state of utter poverty. German society had to be rebuilt from the aftermath of World War II. From this abject state, the re-birth and recovery of this country began.
