The announcement of Germany’s ‘Best Brands Awards’ took place on 24th February. In its 18th year, the awards celebrate brands that are commercially successful, but also trigger buyer emotions. Best Brands is the only marketing award that measures the strength of a brand based on a representative empirical study by GfK, with two criteria: its actual commercial success on the market (‘Share of Market’) and its appeal (‘Share of Soul’) as perceived by the consumers, who ultimately account for a brand’s future success.
For 2021, the structure of the awards has been revised to reflect current social and marketing trends. How do we determine a Best Brand based on data? Explore each of the award categories below, and find out.