• THE BEST BRANDS

    21 February 2018

The top 10 winners 2018

The strongest brands of the year will be celebrated on 21 February 2018 in Munich’s Bayerischer Hof hotel, marking the 15th hosting of the Best Brands awards. The brands that made it into the top 10 from the wealth of potential best brands have now been decided in each category.

Best Brands – the industry event that has developed into the most important on the calendar since its inception in 2004 – will celebrate the best brands in Germany for the 15th time on 21 February. The winning brands are identified in the course of a representative GfK study. The winners will also be honoured at a festive gala event in Munich’s Bayerischer Hof hotel.

Awards have been presented since 2004 in the “Best Corporate Brand”, “Best Product Brand” and “Best Growth Brand” categories, as well as in a special category that alternates every year, with attention focusing each time on a key area. In 2018 the “Best Millennials’ Brand” will be awarded. The “Best Corporate Brand” has been analysed regularly at international level since 2012, meaning that in 2018 the “Best corporate brand in Europe” will be awarded. This year the “Best Product Brand of the last 15 years” will be celebrated, too.

The growing success of Best Brands over the years is the result of the professional collaboration between all of the partners involved, that is GfK, ProSiebenSat.1 Media SE, WirtschaftsWoche, Markenverband, DIE ZEIT, the audio marketing provider RMS and the Serviceplan Group. The coveted marketing prize is now also awarded annually in China, Italy and Belgium. France’s first event will take place in March 2018. The Best Brands celebratory gala in Germany takes place each year in February in the ballroom of the Bayerischer Hof hotel in Munich. The event is attended by more than 600 invited guests from the worlds of business, retail and the media. The 15th awards ceremony on 21 February 2018 will be opened by former German Chancellor Gerhard Schröder. Actress and singer Yvonne Catterfeld will provide special entertainment and Klaas Heufer-Umlauf will guide the audience through the programme for the second time.

Since 2017, the top 10 winning brands in each category have been published in advance. The four winners will be honoured and presented with their awards at the gala celebration on 21 February 2018.

About Best Brands

Best Brands is the only marketing prize that measures the strength of a brand against two criteria, based on comprehensive, representative studies carried out by GfK: the actual commercial success on the market, or the “Share of Market” as it is known, and the attractiveness of the brand according to the consumers, or the “Share of Soul” as it is known.

More than 14,000 consumers take part i­n the different Best Brands studies. Together with the 30,000 households from the GfK Consumer Panels and the 27,000 businesses from the GfK Retail & Technology Panels, they form the empirical basis – it is the consumers who choose the winners each year from more than 300 potential Best Brands candidates in some 40 sectors.

Awards have been presented since 2004 in the “Best Product Brand”, “Best Growth Brand” and “Best Corporate Brand” categories, as well as in a special category that changes every year – in 2018, this will be the “Best Millennials’ Brand”.

The top 10 winners 2018 in alphabetical order. Attention: this is not the final ranking. The respective category winners and places 2 to 10 will be announced on the evening of 21st February.

  • Best Corporate Brand in Europe

    Adidas
    Audi
    BMW
    Bosch
    Daimler
    Ikea
    L’Oréal
    Michelin
    Miele
    Porsche

  • Best Product Brand

    Adidas (sportswear)
    Bosch (construciton & DIY)
    Bose
    Coca-Cola
    Funny-frisch
    Lego
    Nivea
    Samsung (TV, DVD, Blu-ray)
    Sony PlayStation
    WMF

  • Best Growth Brand

    Airbnb
    Ariel
    Asus
    Booking.com
    Dyson
    Huawei
    Lay’s
    Nike
    Nintendo
    Sonos

  • Best Millennials’ Brand

    Adidas
    Coca-Cola
    H&M
    Netflix
    Nike
    Nintendo
    Red Bull
    Samsung (smartphones & wearables)
    Sony PlayStation
    Spotify