STUDY

Best Brands is unique in that it combines two different components to measure a brand’s strength: the emotional aspect of the brand on the one hand, and its profitability on the other. And the winners of the Best Brands Awards are not decided by the subjective opinion of a jury, but solely by the consumers.

Best Brands is also the only marketing award that measures the strength of a brand based on a representative empirical study by NIQ, 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.

In 2021 the structure of the awards was revised to reflect current social and marketing trends. In addition to the annually presented ‘Best Brand Overall’, the 2026 Best Brands Awards will be presented in the categories ‘Best Brand Sports’, ‘Best Brand Smart Technology’, and ‘Best Experience Brand’.

The Top 10 for this year will be published shortly in alphabetical order.