Best brands – these are the brands that are commercially successful and trigger certain emotions: brands that shine, that stick in the mind of consumers and are associated with innovation and positive experiences.
Honouring and promoting successful brand management whilst also offering new, future-oriented communication solutions a strong forum: that is the aim of the Best Brands College and the evening’s Best Brands Gala, which has long since established itself as an annual highlight in the marketing industry. The event is hosted at the Hotel Bayerischer Hof in Munich by the Serviceplan Group, GfK (Germany’s largest market research institute), ProSiebenSat.1 Media SE, the Markenverband (the German Brands Association), German publications WirtschaftsWoche and DIE ZEIT, and Ströer.
The stand-out feature of the event is that the winners are chosen not by a panel of judges but solely by consumers – for the award-winning candidates are determined in a complex, representative study conducted by GfK consumer research institute based on two key yardsticks: their actual economic success in the market place and the perceived popularity of their brand among consumers. No other brand ranking currently factors in both these aspects of brand strength.
Since 2004 the award has been presented in the categories “Best Corporate Brand”, “Best Product Brand”, “Best Growth Brand” as well as a different special category that changes each year, in which the focus is on one specific industry sector. In 2017 it was the “Best Future Mobility Brand” (Tesla) – in previous years the “Best Highest-Growth E-Commerce Brand” (Amazon), “Best Fashion Brand” (Hugo Boss), “Best Beauty Brand” (Chanel) or “Best Sports Brand” (Adidas) were chosen by consumers.
Since 2012, the “Best Corporate Brand” has also been regularly analyzed on an international level, so that in 2017 the “Best German Corporate Brand International” was awarded for the third time.