STUDY

Launched in 2004 in Germany by the Serviceplan Group and NielsenIQ, Best Brands is the most comprehensive and objective ranking that annually defines the strength of brands.

Starting with an overview of the entire brand landscape, Best Brands measures brand strength based on economic indicators like market share and price positioning, along with their emotional and experiential resonance, assessed through single-source research conducted by NielsenIQ.

The study involves 5,000 consumers, for a total of 15,000 evaluations. Thanks to a proprietary algorithm, the rational and emotional dimensions are combined to deliver a reliable picture of the most chosen and most loved brands in the Italian market. It is not the subjective opinion of a jury that determines the Best Brands — it is the consumers themselves.

The rankings aim to reflect the evolution of the context. The 2026 edition will present four rankings: Best Product Brand, Best Service Brand, Best Growth Brand, and Best Joytitude Brand. This new recognition celebrates the brands that, according to consumers, are able to convey hope, confidence, desire, and imagination. These are brands that spark enthusiasm, support physical and mental well‑being, and make customers feel valued — activating that contagious joy needed to face the future.