• The Best Brands 2018

    Ikea, Nivea, Lay’s, Nike

  • Best Corporate Brand in Europe

    Ikea, Claudia Willvonseder

  • Best Product Brand

    Nivea, Iain Holding & Jörg Grünwald

  • Best Growth Brand

    Lay’s, Tom Albold

  • Best Millennials’ Brand

    Nike, Jo Wedenigg

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” will be awarded.

The list of the Top 40 of the Best Brands 2019 can be found here.

This was the 2018 ranking.

The 2018 Winners were:

  • IKEA

    Best Corporate Brand in Europa

    Award winner: Claudia Willvonseder, CMO Ikea Group

  • Nivea

    Best Product Brand 2018 & Best Product Brand of the Last 15 Years

    Award winner: Iain Holding, General Manager Management Unit DACH and Jörg Grünwald, Vice President Marketing Germany & Europe Coordination, Beiersdorf AG

  • Lay’s

    Best Growth Brand 2018

    Award winner: Tom Albold, Managing Director PepsiCo DACH

  • Nike

    Special Category 2018: Best Millennials’ Brand

    Award winner: Jo Wedenigg, Director Communications, Berlin & Central EMEA

  • 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 2018 (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