Munich, 16 February 2021 — At the 18th Best Brands Awards – which is the only study-based brand award in Germany – the strongest brands of the year are honoured in four categories. This year, the structure of the awards has been fundamentally revised in order provide a platform for current social topics as well as marketing trends in a flexible manner.
In addition to the annually recurring category “Best Brand Overall”, brands from specific areas of life that were of particular importance to consumers in the respective year will now also be analysed. In 2021, the “Best Brand Health & Wellbeing” and the “Best Brand Consumer Electronics” with a focus on "Entertain & Work @home" will be awarded. With the category “Best Brand Customer Centricity”, the focus will be on a highly relevant brand management topic in disruptive times.
"Especially in times of crisis, it becomes apparent which brands have proven themselves as reliable partners in people's lives. This is reason enough to think about how health brands can use the crisis as an opportunity to firmly establish themselves in the future. I am delighted that this year, for the first time, the Best Brands Awards will honor the "Best Brand Health & Wellbeing." The Top 10 represents great brands that have successfully leveraged the year for themselves, and for people's health," says Florian Bernsdorf, Managing Director and Partner of Serviceplan Health.
Based on an extensive representative study by GfK, the top 10 in the four categories have now been determined. (Top 10 in alphabetical order see below).
The winning brands in the four categories as well as the following nine runners-up, will be announced on 24 February during an innovative virtual award ceremony at the Seven.One Entertainment Group TV studios with a press release following. Lidewij Edelkoort, one of the world's most famous trend forecasters, will give a keynote speech during the awards ceremony, and soul artist Joy Denalane will provide musical entertainment with an exclusive living room concert. Popular German entertainer, presenter and journalist Katrin Bauerfeind will lead through the programme.
The gala will be accompanied by the Best Brands College, which will take place virtually throughout the day on 24 February. Lectures and workshops by top-class speakers will focus on the topic of Customer Centricity. Keynote speaker is the American psychologist and author Dr. Joseph Michelli (“The Starbucks Experience”).
The Best Brands Awards have been honouring the strongest brands in Germany since 2004 with one of the most important industry events of the year for business, trade and media. The winners are not decided by the subjective judgement of a jury, but exclusively by consumers. Best Brands is the only marketing award that measures the strength of a brand based on an extensive representative study by GfK according to two criteria: the actual economic market success and the attractiveness of the brand in the perception of consumers.
Best Brands is organised jointly as a partner event by GfK, Seven.One Entertainment Group, Markenverband, WirtschaftsWoche, ZEIT Verlagsgruppe, RMS Radio Marketing Service, Media Impact and the Serviceplan Group. The brand award is also taking place annually in China, Italy, Belgium, France and Russia.
More information about Best Brands on the website: https://www.bestbrands.de/en.html. The digital communication of the event takes place under the hashtag #BestBrands as well as via the corresponding social media channels on Facebook (@BestBrandsRanking) and Twitter (@BestBrands).