BEST BRANDS 2022

The award
The categories
The winners
The study design booklet

The Award

 

Best Brands – these are the brands that are commercially successful and trigger certain emotions: brands that shine, that stick in the mind of consumers and are associated with innovation and positive experiences.

Honouring and promoting successful brand management whilst also offering new, future-oriented communication solutions a strong forum: that is the aim of the Best Brands College and the evening’s Best Brands Gala, which has long since established itself as an annual highlight in the marketing industry. The event is hosted at the Hotel Bayerischer Hof in Munich by the Serviceplan Group, GfK (Germany’s largest market research institute),Seven.One Entertainment Group, the Markenverband (the German Brands Association), German publications WirtschaftsWoche, DIE ZEIT, RMS and Media Impact.

The stand-out feature of the event is that the winners are chosen not by a panel of judges but solely by consumers – for the award-winning candidates are determined in a complex, representative study conducted by GfK consumer research institute based on two key yardsticks: their actual economic success in the market place and the perceived popularity of their brand among consumers. No other brand ranking currently factors in both these aspects of brand strength.

The Categories

 

The Best Brands Awards have been honouring Germany’s best brands since 2004.

In 2021, the structure of the award was completely revised to enable us to flexibly give a platform to the latest social and marketing trends. As well as the annually recurring “Best Brand Overall”, brands from certain areas of life that held a special significance for consumers in that particular year are now also being analysed. This year’s categories are “Food & Beverages” and “Travel”. The “Best Hybrid Brand” is also drawing attention to a highly relevant brand management topic in these disruptive times.

But the core of Best Brands remains the same: the consumers choose the brands themselves, with “Share of Soul” and “Share of Market” as the cornerstones of a Best Brand.

The highly coveted marketing award is meanwhile also presented in China, Italy, Belgium, France and Russia. In 2022, Best Brands will also be presented in Poland.

The Winners so far

Best Brand Overall

In 2022, the “Best Brand Overall”  was made up of the dimensions “Share of Market” and “Share of Soul”. 

Among the winning companies: Sony Playstation (2022) Bosch (2021) WMF (2020), Lego (2019, 2011, 2010), Nivea (2018, 2016, 2013), Coca-Cola (2017, 2014), Bose (2015), Apple (2012), Miele (2009), Canon (2008, 2007), Tchibo (2006), Adidas (2005, 2004).

Best Brand Food & Beverages

In 2022, the “Best Brand Food & Beverages” was made up of the dimensions “Share of Market”, “Share of Soul”, Expertise and Momentum.

The winner 2022: Rügenwalder Mühle

Best Brand Travel

In 2022, the “Best Brand Travel” was made up of the dimensions “Share of Market”, “Share of Soul”, Expertise and Momentum.  

The winner 2022: Booking.com

Best Hybrid Brand

In 2022, the “Best Hybrid Brand” was made up of the dimensions Customer Insight, Experience, Responsiveness, Personalisation, Relationships and Trust.  

The winner 2022: DHL

Detailed Insights to the Winners 2022

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