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 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 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
Best Brand Overall: NIVEA
Best Brand Beauty: L’ORÉAL PARIS
Best Brand Fashion: NIKE
Best Momentum Brand: DYSON
Best Brand Overall: LEGO
Best Corporate Sustainability Brand: DM
Best of the Best Brands: BOSCH
Best of the Best Brands: LEGO
Best of the Best Brands: NIVEA
Best Brand Overall: SONY PLAYSTATION
Best Brand Food & Beverages: RÜGENWALDER MÜHLE
Best Brand Travel: BOOKING.COM
Best Hybrid Brand: DHL
Best Brand Overall: BOSCH
Best Brand Health & Wellbeing: ALNATURA
Best Brand Consumer Electronics: SAMSUNG
Best Brand Customer Centricity: AMAZON
Beste Deutsche Unternehmensmarke in Europa: ADIDAS
Beste Produktmarke: WMF
Beste Wachstumsmarke: CHARBROIL
Beste Nachhaltigkeitsorganisation: WWF
Beste Future Tech Brand: DYSON
Beste Deutsche Unternehmensmarke International: ADIDAS
Beste Produktmarke: LEGO
Beste Wachstumsmarke: LILLET
Best Digital Life Brand: AMAZON
Beste Unternehmensmarke in Europa: IKEA
Beste Produktmarke: NIVEA
Beste Wachstumsmarke: LAY'S
Best Millennials' Brand: NIKE
