STUDY

Launched in 2004 in Germany by the Serviceplan Group and NielsenIQ&GfK, 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&GfK.

In Italy, this study engages 5,000 consumers, resulting in 15,000 evaluations. Thanks to a unique algorithm, the rational and emotional dimensions are integrated to provide a reliable snapshot of the most chosen and most loved brands in the Italian market. It’s not a jury’s subjective opinion that determines the Best Brands; rather, it’s the verdict of the consumers.

Each year, the rankings adapt to reflect changes in the environment and are reassessed by Best Brands' partners. The 2025 edition will introduce five categories: "Best Product Brand", "Best Service Brand", "Best Growth Brand", "Best Future Brand", and "Best Authentic Brand"—a special ranking that honors the brand most noted for its genuine engagement with consumers.