The strongest brands of the year will be celebrated on 21 February 2018 in Munich's Bayerischer Hof hotel, marking the 15th hosting of the Best Brands awards. Awards have been presented since 2004 in the "Best Corporate Brand", "Best Product Brand" and "Best Growth Brand" categories, as well as in a special category that alternates every year, with attention focusing each time on a key area. In 2018 the "Best Millennials' Brand" will be awarded. The brands that made it into the top 10 from the wealth of potential best brands have now been decided in each category.
Munich, 29 January 2018 — Best Brands – the industry event that has developed into the most important on the calendar since its inception in 2004 – will celebrate the best brands in Germany for the 15th time on 21 February. The winning brands are identified in the course of a representative GfK study. The winners will also be honoured at a festive gala event in Munich's Bayerischer Hof hotel. Awards will be presented in the "Best Corporate Brand", "Best Product Brand" and "Best Growth Brand" categories as well as in this year's special "Best Millennials' Brand" category. The "Best Corporate Brand" has been analysed regularly at international level since 2012, meaning that in 2018 the "Best Corporate Brand in Europe" will be awarded. This year the "Best Product Brand" of the last 15 years will be celebrated, too.
The growing success of Best Brands over the years is the result of the professional collaboration between all of the partners involved, that is GfK, ProSiebenSat.1 Media SE, WirtschaftsWoche, Markenverband, DIE ZEIT, the audio marketing provider RMS and the Serviceplan Group. The coveted marketing prize is now also awarded annually in China, Italy and Belgium. France's first event will take place in March 2018. The Best Brands celebratory gala in Germany takes place each year in February in the ballroom of the Bayerischer Hof hotel in Munich. The event is attended by more than 600 invited guests from the worlds of business, retail and the media. The 15th awards ceremony on 21 February 2018 will be opened by former German Chancellor Gerhard Schröder. Actress and singer Yvonne Catterfeld will provide special entertainment and Klaas Heufer-Umlauf will guide the audience through the programme for the second time.
Since 2017, the top 10 winning brands in each category have been published in advance. The four winners will be honoured and presented with their awards at the gala celebration on 21 February 2018.
Best Brands is the only marketing prize that measures the strength of a brand against two criteria, based on comprehensive, representative studies carried out by GfK: the actual commercial success on the market, or the "Share of Market" as it is known, and the attractiveness of the brand according to the consumers, or the "Share of Soul" as it is known.
More than 14,000 consumers take part in the different Best Brands studies. Together with the 30,000 households from the GfK Consumer Panels and the 27,000 businesses from the GfK Retail & Technology Panels, they form the empirical basis – it is the consumers who choose the winners each year from more than 300 potential Best Brands candidates in some 40 sectors.
Awards have been presented since 2004 in the "Best Corporate Brand", "Best Product Brand" and "Best Growth Brand" categories, as well as in a special category that changes every year – in 2018, this will be the "Best Millennials' Brand".
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