Germany's image as an exporter of high-quality goods is high, therefore it may even be advisable to "export" a German slogan and thereby stress the fact that this is a German product.
Germany's main positive image is of efficiency, reliability, high-quality engineering, and of course funny lederhosen, beer and sausages. So to sell a car, enginering product or German food, you can use some German words. As the Vorsprung campaign shows, no-one has to understand them. German car = good thing, in people's minds. Cars and machines also have a masculine image, and people who don't know German often think of it as harsh, rough and growly - a good sound for cars or machines.
Germany's image as a place is rather more difficult. Companies thinking about opening a branch or setting up a factory in Germany will like the idea that workers are reliable and efficient, but they also need to be reassured that the area will be warm and friendly (not cold and harsh, as they might unfortunately imagine) and the people full of ideas and lacking in bureacracy (again, unfortunately, the image is of European/German bureacracy and rigidity). A slightly less tough, masculine impression might be more desirable. Using an unintelligible German word in this context might not be such a good idea.
Simple words in a slogan are not a bad thing.
Liverpool: The world in one city
Leeds: Live it, love it
Cardiff: Europe's Youngest Capital
Edinburgh: Inspiring Capital
Exeter: It's a Capital City
Kent - the Garden of England
Norwich: a fine city
London: Totally LondON
Gloucestershire: England at its best
Manchester: Uniquely Manchester
Antrim: Live. Work. Enjoy. http://www.independent.co.uk/news/uk/this-bri...