• The Best Brands 2019

    Adidas, Lego, Lillet, Amazon

  • Best German Corporate Brand International: Adidas

    Eric Liedtke, CMO Adidas

  • Best Product Brand: Lego

    Julia Goldin, CMO Lego Group

  • Best Growth Brand: Lillet

    Benjamin Franke, Marketing Director Pernod Ricard

  • Best Digital Life Brand: Amazon

    Florian Böhme, Director Business Germany Amazon

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 2019 the “Best Digital Life Brand” was awarded.

The 2019 Ranking

The 2019 Winners were:

  • Adidas

    Best German Corporate Brand International

    Award winner: Eric Liedtke, CMO Adidas

  • Lego

    Best Product Brand 2019

    Award winner: Julia Goldin, CMO Lego Group

  • Lillet

    Best Growth Brand 2019

    Award winner: Benjamin Franke, Marketing Director Pernod Ricard

  • Amazon

    Special Category 2019: Best Digital Life Brand

    Award winner: Florian Böhme, Director Business Germany Amazon

  • Best Brands Archive

    You find all rankings with the Top 10 winners of each category in our Best Brands archive.

Study Design 2018

In German only.

You can download the study design 2019 (in German) here.


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