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.
For 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 2022 the categories are ‘Best Brand Food & Beverages’, ‘Best Brand Travel’ and ‘Best Hybrid Brand’.