The Study


Best Brands is unique in that it combines two distinct components to measure the strength of a brand – the emotional aspect of the brand on the one hand, and profitability on the other. And it is not the subjective opinion of a jury panel that decides the winners of the Best Brands awards, but the consumers themselves.

Best Brands is the only marketing award that measures the strength of a brand based on a representative empirical study by GfK, based on two criteria: its actual commercial success on the market (‘Share of Market’) and its appeal (‘Share of Soul’) as perceived by the consumers, who ultimately account for a brand’s future success.

Two years ago, in 2021, the structure of the awards has been revised to reflect current social and marketing trends. As well as the annually recurring ‘Best Brand’ Overall’, in 2023 the categories are ‘Best Corporate Sustainability Brand’ and ‘Best of the Best Brands’.


Top 10 Overview 2023:

Find out more about brands in the top ranking, and how they achieved their position here.

Top 20 ranking & insights 2023



If you have any questions about the study, don´t hesitate to contact                                      

Lena Schröder
Marketing Specialist Germany