Best Brands is the most comprehensive and objective ranking that annually brings together the elite of brands. It was launched by Serviceplan Group and NielsenIQ&GfK in Germany in 2004 and has been established in Italy since 2014.

Starting from the observation of the entire brand landscape, Best Brands is the first ranking that combines two dimensions: the strength of brands—based on economic data—and their emotional impact—through single source research conducted by NielsenIQ&GfK. It is not the subjective opinion of a jury that decides who the Best Brands are, but the voice of the consumers. The rankings aim to reflect the evolution of the context and are evaluated every year by Best Brands partners.

Now in its tenth edition, the research will be presented at the RAI Studios in Via Mecenate, Milan, on March 27, 2025, in the presence of over 400 managers representing more than 250 companies to discuss trends, with contributions from experts in marketing, communication, and sociology.

During the event, the Innovation Award is also announced, awarded to the brand that has demonstrated a significant contribution to innovation in marketing.

The brands that top the rankings each year form the Best Brands Club. Within this think tank, brands are called upon to develop a path to define how to become and remain a Best Brand. The intelligence developed during these meetings allows for the annual publication of a Book on brand strength: educational and cultural material dedicated to young marketing professionals.