The study

In the past, brand rankings have either assessed the success of a brand solely on the basis of how consumers value the brand image or only on the basis of its commercial success on the market. Best Brands is the first brand ranking that combines these two components to create transparency – the emotional aspect of the brand on the one hand and profitability on the other. What’s more, it is not the subjective opinion of a jury that decides the winners of the best brands awards; instead, the winner is determined exclusively by the consumer.

Best Brands is the only marketing prize that measures the strength of a brand against two criteria, based on a comprehensive, representative study carried out by GfK: the actual commercial success on the market (“Share of Market”) and the attractiveness of the brand (“Share of Soul”) according to the consumers, who ultimately account for the future success of the brand as well.

Since 2004 awards have been conferred in the “Best Corporate Brand”, “Best Product Brand” and “Best Growth Brand” categories. In 2005 a special category, which changes yearly, was added – in 2017 the “Best Future Mobility Brand” was awarded.

  • best brands Archive

    You find all rankings with the Top 10 nominees of each category in our best brands archive.

The 2017 winners

  • BMW

    Best German Corporate Brand International 2017

    Award winner: Hildegard Wortmann, Senior Vice President Brand BMW

  • Coca-Cola

    Best Product Brand 2017

    Award winner: Bianca Bourbon, Managing Director Coca-Cola Germany.

  • Ferrero Duplo

    Best Growth Brand 2017

    Award winners: Stephan Nießner, Managing Director Ferrero Germany and Kirsten Häfner, Head of Marketing Division “Local Snacks”.

  • Tesla

    Special category 2017: Best Future Mobility Brand

    Award winner: Jochen Rudat, Director Central Europe Tesla

Study Design 2017

(in German only)

You can download the study design 2017 (in German) here.

Questions?

If you have any questions about the study, don’t hesitate to contact

Harald Schuster
Senior Insights Director
Brand and Customer Experience GfK SE
E-Mail: Harald.Schuster@gfk.com
Tel.: +49 911 / 3953464