Best Brands Category Overview

FROM BRAND TO BEST BRANDS

Serviceplan and GfK share a passion: Building Best Brands.

The Best Brands Awards immortalizes those brands that exhibit high performance both on a financial and emotional level. Brands with success stories that prove that you can be successful at any time, thanks to relevant insights and innovative brand concepts.

289 brands from 20 different industries were closely examined by GfK, to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4,500 Belgian consumers.

And just in case it is not entirely clear yet, the consumers are the judges.

The selection of winners is based on two main criteria.

SHARE OF SOUL

This embodies the attractiveness of the brand for consumers and includes:

Awareness
Attachment
Momentum
Brand Experience
Cross-Selling Potential
Brand Image

SHARE OF WALLET

This reflects the economic success of a brand. It includes:

Market Share
Price Premium
First Choice
Value Growth

IMPORTANCE OF BRAND ATTACHMENT

90% of the decisions we make are rooted in emotions. For some categories, emotions account for over 50% of the decision to buy one brand over the other. Therefore, it is key to assess consumers’ emotional attachment to brands through how these brands fulfill fundamental needs like Self-Connection, Self-Projection, and Gratification.