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/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.

Three years ago, in 2021, the structure of the awards was revised to reflect current social and marketing trends. As well as the annually recurring ‘Best Brand Overall’, in 2025 the categories are ‘Best Brand Gen Z Food & Beverage’ , ‘Best Luxury Brand’ and ‘Best Employer Brand’.

This year's Top 10 winners are available as of now.