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 - NIQ Company, 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 2024 the categories were "Best Brand Beauty“, "Best Brand Fashion“ and "Best Momentum Brand“.

 

Categories 2024

In 2024, the “Best Brand Overall”  was made up of the dimensions “Share of Market” and “Share of Soul”. 

The winner 2024: Nivea

In 2024, the “Best Brand Beauty” is made up of the dimensions “Share of Market”, “Share of Soul”, "Competence" and "Premium".

The winner 2024: L’Oréal

In 2024, the “Best Brand Fashion” is made up of the dimensions “Share of Market”, “Share of Soul”, "Competence" and "Premium". 

The winner 2024: Nike

In 2024, the “Best Momentum Brand” is made up of the dimensions “Market Momentum”, “Emotional Momentum” and “Trend affinity”. 

The winner 2024: Dyson

Top Ten 2024 Overview

The study design booklet 2024

Detailed insights to the winners 2024

Questions?

If you have any questions about the study, don't hesitate to conatct

Lena Schröder

Marketing Specialist Germany

Email: Lena.Schroeder@gfk.com

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