16.03.2023
The Best Brands Awards recognise Belgium’s best brands
Brussels, 16 March 2023. For the 8th consecutive year, the Best Brands Awards recognise Belgium’s favourite brands in 21 different business sectors. This ranking was unveiled today at a gala event celebrating Belgians’ favourite brands, which has become a not-to-be-missed event for marketing and communication professionals.
Launched in Munich in 2004 by the Serviceplan communication agency and GfK, partner in insights & recommendation, before expanding to other countries (China, France, Italy, Poland, etc.), the Best Brands Awards are today considered to be THE barometer of brand performance. Indeed, it is not the subjective opinion of a jury of professionals that dictates the choice of winners, but consumers themselves, based on two criteria: Share of Wallet, or economic success of a brand (market share, price premium or consumer first choice) and Share of Soul, or the attractiveness of the brand for consumers (brand awareness, image and experience, momentum, attachment, and the potential for cross-selling).
In Belgium, the ranking by Best Brands is based on an online survey carried out by GfK among 4.500 consumers representative of the national population. For this 8th edition, some 350 brands from 21 business sectors were evaluated and we improved the methodology to have a more accurate reflexion of the consumer to the brands included in the study.
NORMALISATION OF CRISIS
Pandemic, war, inflation, recession - at the moment, one crisis follows hard on another.
The uncertainties we are currently facing in the world are affecting us all and influencing the way we feel, think and act.
The results of the Best Brands 2023 study in Belgium show that Belgians remain attached to brands that have been sure values for many years as well as to brands with a strong Belgian anchorage in these current times.
A GENERAL RANKING WITH SOME SURPRISES
The names of all the winners were revealed during the Best Brands Awards gala event, which took place at Docks Dome on 16 March, in the presence of guests from the world of business, advertising and media, and which was broadcast live on social media:
- Alpro - Best Dairy Brand (NEW winner)
- Argenta - Best Financial Services & Insurances Brand (NEW winner)
- Bol.com - Best Retail Hi-Fi Electro Brand
- Bosch Power Tools - Best Do-It-Yourself Brand (NEW winner)
- Coca-Cola - Best Non-Alcoholic Soft & Fruit Drinks Brand
- Colruyt - Best Retail Food/Near Food Brand
- Côte d'Or - Best Confectionary, Biscuits & Snacks Brand (NEW winner)
- Eggo - Best Kitchen Retail Brand (NEW winner)
- Engie - Best Fuel & Energy Brand
- Gardena - Best Gardening Brand
- Hewlett-Packard (HP) - Best IT Brand
- Martini - Best Liquors & Spirits Brand
- Miele - Best Major Domestic Appliances Brand
- Nivea - Best Personal Care, Body and Health Brand
- Philips - Best Small Domestic Appliances Brand
- Royal Canin - Best Pet Care Brand
- Samsung - Best Consumer Electronics, Best Telecom Brand, and Best Product Brandof all categories
- Spa - Best Waters Brand (NEW winner)
- Tom & Co - Best Pet & Hobby Retail Brand (NEW winner)
- Volkswagen - Best Automotive Brand (NEW winner)
A certain number of brands confirm their leadership from one year to the next: this is the case, for example, for Samsung, Bol.com, Colruyt, Engie, Gardena, Martini, Miele, Philips and Royal Canin. Samsung picked up the “Best Product Scores,” all sectors combined, together with Nivea and newcomer Côte d’Or. Surprisingly, Coca-Cola sank to 5th place in the overall ranking, regardless of once again raising their “Share of Soul” this year.
SOME REVERSALS OF POSITION
Volkswagen dethroned BMW from first place in the automotive category. Volkswagen outperforms its competitors by a combination of having the largest Share of Wallet and a shared second place for Share of Soul with BMW. Audi takes third place, rounding off the top 3.
RISE OF CERTAIN CHALLENGERS
Among the brands that made the greatest progress between 2021 and 2022, we can also highlight:
- Argenta, which made an impressive leap from fifth place to first place in the merged categories of Insurance and Financial Services this year, notably thanks to the highest scores on its cross-selling potential and attachment to the brand;
- Tom&Co, which climbs from second to first place in the Pet & Hobby sector. The highest Share of Soul is for Zooplus, but Tom&Co has the highest Share of Wallet. Aveve switches from first to third place, by having the third-best performance on both metrics.
UNCERTAINTY REQUIRES TRANSFORMATION
The results of the 2023 Best Brands Awards confirm it: brands that remain agile and flexible in uncertain, transformative times will be better able to keep their heads above water and even book successes. Precisely in current times, consumers are looking for transparency and relatability in their favourite brands. Frequent and engaging communication with consumers will positively impact brands’ Share of Soul. Of course, the Best Brands study offers a unique opportunity to gain an even better understanding of the current and future expectations of these increasingly demanding consumers.
Would you like to find out more? Send a message to or visit the website www.bestbrands.be.
About Serviceplan
The Serviceplan Group is dedicated to the entrepreneurial success of its clients and is a market leader in the development and realisation of integrated communication concepts. With our Houses of Communication in every important economic region around the world, we are the only independent agency group to provide all communication services from a single source for the creation of truly integrated concepts: the optimal basis for a BEST BRAND. For us, flexibility, agility, and consideration of the individual needs of our clients have always been our highest priority. In addition to Serviceplan, the Mediaplus,Plan.Net and Make brands are the foundations of our House of Communication Brussels.
About GfK
GfK has been a global leader in data and analytics, providing consumer and market insights for over 85 years. From our inception we have placed our clients’ and partners’ trust at the core of our values. We are a company that leads in innovation – our highly experienced engineers, consultants and data scientists have continuously pushed industry boundaries with new methodologies and measurement technologies, to help our clients succeed. We are revolutionizing real-time access to critical knowledge. In a world of data overflow, disruption, and misuse, picking up the right “signal from the noise” is key to success. Together with our attention to detail and advanced AI, we provide you with world-class analytics that deliver not just descriptive data but also actionable recommendations – helping to boost sales, as well as organizational and marketing effectiveness. We are independent and trusted. GfK is impartial, with no personal stake. It is testament to this integrity that our highest standards serve the world’s leading brands and reset industry benchmarks. Growth from Knowledge
BEST BRANDS AWARDS 2023
DE RANGLIJST VAN DE FAVORIETE MERKEN VAN BELGIË
Brussel, 16 maart 2023. Voor het achtste opeenvolgende jaar erkennen de Best Brands Awards de favoriete merken van België in 21 verschillende bedrijfssectoren. Deze ranglijst werd vandaag onthuld tijdens een gala-evenement ter ere van de favoriete merken van de Belgen, dat een niet te missen evenement is geworden voor marketing- en communicatieprofessionals.
De Best Brands Awards werden in 2004 in München gelanceerd door het communicatieagentschap Serviceplan en GfK, partner in insights & recommendation, en vervolgens uitgebreid naar andere landen (China, Frankrijk, Italië, Polen, enz.). Vandaag worden ze beschouwd als DE barometer voor brand performance. Het is inderdaad niet de subjectieve mening van een vakjury die de keuze van de winnaars dicteert, maar de consumenten zelf, op basis van twee criteria: Share of Wallet, of het economische succes van een merk (marktaandeel, prijspremie of eerste keuze van de consument) en Share of Soul, of de aantrekkelijkheid van het merk voor de consument (naamsbekendheid, imago en ervaring, momentum, gehechtheid en het potentieel voor cross-selling).
In België is de rangschikking van Best Brands gebaseerd op een online enquête die GfK heeft uitgevoerd bij 4.500 consumenten die representatief zijn voor de nationale bevolking. Voor deze 8e editie werden ongeveer 350 merken uit 21 bedrijfssectoren geëvalueerd en hebben we de methodologie verbeterd om een nauwkeurigere reflectie van de consument te krijgen over de merken die in het onderzoek zijn opgenomen.
NORMALISERING VAN DE CRISIS
Pandemie, oorlog, inflatie, recessie - op dit moment volgt de ene crisis hard op de andere.
De onzekerheden waarmee we momenteel in de wereld worden geconfronteerd, raken ons allemaal en beïnvloeden de manier waarop we ons voelen, denken en handelen.
De resultaten van de Best Brands 2023-studie in België tonen aan dat de Belgen gehecht blijven aan merken die al jaren waarden verzekeren en aan merken met een sterke Belgische verankering.
EEN ALGEMEEN KLASSEMENT MET ENKELE VERRASSINGEN
De namen van alle winnaars werden bekendgemaakt tijdens het gala van de Best Brands Awards, dat op 16 maart plaatsvond in Docks Dome, in aanwezigheid van genodigden uit de bedrijfswereld, de reclamewereld en de media, en dat live werd uitgezonden op de sociale media:
- Alpro - Best Dairy Brand (NEW winner)
- Argenta - Best Financial Services & Insurances Brand (NEW winner)
- Bol.com - Best Retail Hi-Fi Electro Brand
- Bosch Power Tools - Best Do-It-Yourself Brand (NEW winner)
- Coca-Cola - Best Non-Alcoholic Soft & Fruit Drinks Brand
- Colruyt - Best Retail Food/Near Food Brand
- Côte d'Or - Best Confectionary, Biscuits & Snacks Brand (NEW winner)
- Eggo - Best Kitchen Retail Brand (NEW winner)
- Engie - Best Fuel & Energy Brand
- Gardena - Best Gardening Brand
- Hewlett-Packard (HP) - Best IT Brand
- Martini - Best Liquors & Spirits Brand
- Miele - Best Major Domestic Appliances Brand
- Nivea - Best Personal Care, Body and Health Brand
- Philips - Best Small Domestic Appliances Brand
- Royal Canin - Best Pet Care Brand
- Samsung - Best Consumer Electronics, Best Telecom Brand, en Best Product Brand van alle categoriëen
- Spa - Best Waters Brand (NEW winner)
- Tom & Co - Best Pet & Hobby Retail Brand (NEW winner)
- Volkswagen - Best Automotive Brand (NEW winner)
Een aantal merken bevestigen hun leiderschap van jaar tot jaar: dit is bijvoorbeeld het geval voor Samsung, Bol.com, Colruyt, Engie, Gardena, Martini, Miele, Philips en Royal Canin. Samsung pakte de "Best Product Scores", alle sectoren samen, samen met Nivea en nieuwkomer Côte d'Or. Verrassend genoeg zakte Coca-Cola naar de 5e plaats in het algemene klassement, ondanks het feit dat hun "Share of Soul" dit jaar opnieuw steeg.
ENKELE POSITIEVERANDERINGEN
Volkswagen onttroonde BMW van de eerste plaats in de Automotive categorie. Volkswagen overtreft zijn concurrenten door een combinatie van het grootste "Share of Wallet" en een gedeelde tweede plaats voor "Share of Soul" met BMW. Audi neemt de derde plaats in en maakt de top 3 compleet.
OPKOMST VAN BEPAALDE UITDAGERS
Onder de merken die tussen 2021 en 2022 de grootste vooruitgang boekten, kunnen we er ook uitlichten:
- Argenta, dat dit jaar een indrukwekkende sprong maakte van de vijfde plaats naar de eerste plaats in de samengevoegde categorie Insurances and Financial Services, met name dankzij de hoogste scores op hun cross-selling potentieel en gehechtheid aan het merk;
- Tom&Co, dat in de Pet & Hobby sector van de tweede naar de eerste plaats klimt. Het hoogste Share of Soul is voor Zooplus, maar Tom&Co heeft het hoogste Share of Wallet. Aveve stijgt van de eerste naar de derde plaats, door de op twee na beste prestatie op beide statistieken.
ONZEKERHEID VEREIST TRANSFORMATIE
De resultaten van de 2023 Best Brands Awards bevestigen het: merken die wendbaar en flexibel blijven in onzekere, transformerende tijden zullen beter in staat zijn het hoofd boven water te houden en zelfs successen te boeken. Juist in de huidige tijden zijn consumenten op zoek naar transparantie en relateerbaarheid bij hun favoriete merken. Frequente en boeiende communicatie met consumenten zal het Share of Soul van merken positief beïnvloeden. Uiteraard biedt de Best Brands studie een unieke kans om een nog beter inzicht te krijgen in de huidige en toekomstige verwachtingen van deze steeds veeleisender wordende consumenten.
Wil je meer weten? Stuur een bericht naar info@bestbrands.be of bezoek de website www.bestbrands.be.
About Serviceplan
The Serviceplan Group is dedicated to the entrepreneurial success of its clients and is a market leader in the development and realisation of integrated communication concepts. With our Houses of Communication in every important economic region around the world, we are the only independent agency group to provide all communication services from a single source for the creation of truly integrated concepts: the optimal basis for a BEST BRAND. For us, flexibility, agility, and consideration of the individual needs of our clients have always been our highest priority. In addition to Serviceplan, the Mediaplus,Plan.Net and Make brands are the foundations of our House of Communication Brussels.
About GfK
GfK has been a global leader in data and analytics, providing consumer and market insights for over 85 years. From our inception we have placed our clients’ and partners’ trust at the core of our values. We are a company that leads in innovation – our highly experienced engineers, consultants and data scientists have continuously pushed industry boundaries with new methodologies and measurement technologies, to help our clients succeed. We are revolutionizing real-time access to critical knowledge. In a world of data overflow, disruption, and misuse, picking up the right “signal from the noise” is key to success. Together with our attention to detail and advanced AI, we provide you with world-class analytics that deliver not just descriptive data but also actionable recommendations – helping to boost sales, as well as organizational and marketing effectiveness. We are independent and trusted. GfK is impartial, with no personal stake. It is testament to this integrity that our highest standards serve the world’s leading brands and reset industry benchmarks. Growth from Knowledge
BEST BRANDS AWARDS 2023
CLASSEMENT DES MARQUES PRÉFÉRÉES DES BELGES
Bruxelles, 16 mars 2023. Pour la huitième année consécutive, les Best Brands Awards ont récompensé les marques favorites des Belges dans 21 secteurs d’activités différents. Les lauréats ont été dévoilés lors d’un soirée de gala, devenue le rendez-vous incontournable pour les professionnels de la communication et du marketing.
Lancés à Munich en 2004 avant de s’étendre à d’autres pays (Chine, France, Italie, Pologne, etc.), les Best Brands Awards sont organisés par l’agence de communication Serviceplan et GfK partenaire pour les insight et recommandations. Ce classement est aujourd’hui considéré comme LE baromètre de performance des marques. En effet, la désignation des gagnants ne repose pas sur l’opinion subjective d’un jury, mais sur les consommateurs eux-mêmes en distinguant deux critères : Share of Wallet, soit le succès économique réel de la marque (part de marché, prix supérieur ou premier choix du consommateur) et Share of Soul, soit l’attrait de la marque pour le consommateur (notoriété, image et expérience, momentum, attachement et le potentiel cross-selling).
En Belgique, le classement est établi sur la base d’une enquête en ligne réalisée par GfK auprès de 4.500 consommateurs représentatifs de la population nationale. Pour cette 8ème édition, quelque 350 marques issues de 21 secteurs ont été évaluées selon une méthodologie améliorée afin d’obtenir un avis encore plus précis du consommateur sur les marques incluses dans l'étude.
LES CRISES COMME NOUVELLE NORMALITÉ
Pandémie, guerre, inflation, récession actuelle, une crise succède à l’autre. Les incertitude auxquelles nous faisons face dans le monde nous affectent toutes et tous, et influencent nos émotions, nos actes, nos réflexions. Les résultats de l’édition 2023 des Best Brands Awards en Belgique démontrent ainsi que les Belges restent fidèles aux marques affichant des valeurs sûres depuis des années, mais aussi aux marques ayant un ancrage belge fort.
UN CLASSEMENT AVEC QUELQUES SURPRISES
Les noms de tous les gagnant.e.s ont été révélés durant le gala des Best Brands Awards qui s’est tenu à Docks Dome le 16 mars en présence d’invités issus des secteurs des affaires, de la publicité et des médias. Cet événement a également été retransmis en live sur les réseaux sociaux.
- Alpro - Best Dairy Brand (NOUVEAU gagnant)
- Argenta - Best Financial Services & Insurances Brand (NOUVEAU gagnant)
- com - Best Retail Hi-Fi Electro Brand
- Bosch Power Tools - Best Do-It-Yourself Brand (NOUVEAU gagnant)
- Coca-Cola - Best Non-Alcoholic Soft & Fruit Drinks Brand
- Colruyt - Best Retail Food/Near Food Brand
- Côte d'Or - Best Confectionary, Biscuits & Snacks Brand (NOUVEAU gagnant)
- Eggo - Best Kitchen Retail Brand (NOUVEAU gagnant)
- Engie - Best Fuel & Energy Brand
- Gardena - Best Gardening Brand
- Hewlett-Packard (HP) - Best IT Brand
- Martini - Best Liquors & Spirits Brand
- Miele - Best Major Domestic Appliances Brand
- Nivea - Best Personal Care, Body and Health Brand
- Philips - Best Small Domestic Appliances Brand
- Royal Canin - Best Pet Care Brand
- Samsung - Best Consumer Electronics, Best Telecom Brand, ainsi que Best Product Brandtous secteurs confondus
- Spa - Best Waters Brand (NOUVEAU gagnant)
- Tom & Co - Best Pet & Hobby Retail Brand (NOUVEAU gagnant)
- Volkswagen - Best Automotive Brand (NOUVEAU gagnant)
Certaines marques ne font que confirmer leur leadership année après année : c’est le cas notamment de Samsung, Bol.com, Colruyt, Engie, Gardena, Martini, Miele, Philips et Royal Canin. Samsung s’empare des “Best Product Scores” tous secteurs confondus, à l’instar de Nivea et d’un nouveau venu, Côte d’Or. Non sans surprise, Coca-Cola chute à la 5ème place du classement, et ce malgré de l’augmentation de sa Share of Soul cette année.
CHANGEMENT DE PLACE
Volkswagen détrône BMW de la première place du classement dans la catégorie Best Automotive Brand. Volkswagen creuse l’écart avec ses concurrents en combinant la Share of Wallet la plus importante et une deuxième place en ce qui concerne la Share of Soul, mais partagée avec BMW. Audi complète le top 3 du classement.
MONTÉE DE CERTAINS CHALLENGERS
Parmi les marques qui se distinguent par leur progression entre 2021 et 2022, sont à épingler :
- Argenta qui fait un bond impressionnant en se hissant de la 5e à la 1ère place, dans la catégorie fusionnée cette année « Insurances and Financial Services » en affichant notamment les scores les plus élevés en termes de cross-selling potentiel et d’attachement à la marque.
- Tom&Co qui se hisse de la 2e à la toute 1ère place dans la catégorie « Pet & Hobby ». Si Zooplus présente la plus grande Share of Soul, Tom&Co s’impose aussi avec la Share of Wallet la plus élevée. Aveve passe de la 1ère à la 3e place du classement avec la troisième meilleure performance sur les deux variables.
L’INCERTITUDE IMPLIQUE LA TRANSFORMATION
Les résultats des Best Brands Awards 2023 le confirment : les marques qui restent agiles et flexibles dans un contexte incertain et qui plus est, de transition, seront les plus à même de garder la tête hors de l’eau et même de performer. Par ailleurs, les consommateurs privilégient plus que jamais la transparence et la « relatibilité » des marques à l’heure actuelle. Des communications régulières et engageant un dialogue avec les consommateurs ont un impact positif sur la Share of Soul. L’étude Best Brands offre une opportunité unique de mieux cerner les attentes actuelles et futures de ces consommateurs qui se révèlent toujours plus exigeants.
Vous souhaitez en savoir plus ? Envoyez un message à info@bestbrands.be ou surfez sur www.bestbrands.be
About Serviceplan
The Serviceplan Group is dedicated to the entrepreneurial success of its clients and is a market leader in the development and realisation of integrated communication concepts. With our Houses of Communication in every important economic region around the world, we are the only independent agency group to provide all communication services from a single source for the creation of truly integrated concepts: the optimal basis for a BEST BRAND. For us, flexibility, agility, and consideration of the individual needs of our clients have always been our highest priority. In addition to Serviceplan, the Mediaplus,Plan.Net and Make brands are the foundations of our House of Communication Brussels.
About GfK
GfK has been a global leader in data and analytics, providing consumer and market insights for over 85 years. From our inception we have placed our clients’ and partners’ trust at the core of our values. We are a company that leads in innovation – our highly experienced engineers, consultants and data scientists have continuously pushed industry boundaries with new methodologies and measurement technologies, to help our clients succeed. We are revolutionizing real-time access to critical knowledge. In a world of data overflow, disruption, and misuse, picking up the right “signal from the noise” is key to success. Together with our attention to detail and advanced AI, we provide you with world-class analytics that deliver not just descriptive data but also actionable recommendations – helping to boost sales, as well as organizational and marketing effectiveness. We are independent and trusted. GfK is impartial, with no personal stake. It is testament to this integrity that our highest standards serve the world’s leading brands and reset industry benchmarks. Growth from Knowledge
