French Best Brands: Amazon, Google, Samsung and Michelin – winners of the 1st edition

Advertising, Branding, Business, Marketing, Studies

On 5th of March took place the inaugural French edition of  Best Brands, an event to be held annually and which singles out the most successful brands from several different European countries, following an exclusive study by the GfK market research institute. During the event, Amazon, Google, Samsung and Michelin were named 2018 winners in four different categories, based on scores they obtained from French consumers at the end of 2017.

Founded in Munich in 2004 by the Serviceplan communication agency and the GfK institute, Best Brands is a brand performance barometer. Each year, the strength of brands is measured in several European countries, according to a cross-referenced analysis of their actual economic success in the relevant market and the emotional preference of consumers.

At the end of 2017, to establish this brand performance barometer, GfK surveyed nearly 3,000 French consumers on 200 brands in 21 sectors.

Launched in Germany in 2004 by Serviceplan Group and the GfK market research institute, Best Brands is now considered in several European countries to be the ultimate brand performance barometer. Best Brands is a unique concept whose track record reflects the real success of brands through the eyes of consumers, without the involvement of a judging panel. This initial Best Brands France ranking is based on the results of a study carried out by GfK on a panel of 3,000 French consumers. In November 2017, more than 200 brands were studied in 21 product categories (automobile, fashion, consumer electronics, consumer goods, etc.). The winners were named based on two cross-referenced criteria: Share of Wallet and Share of Soul. Best Brands currently exists in Germany, Italy, Benelux, China and now France.

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.

The Serviceplan Group is the largest and most diversified owner-managed and partner- managed agency group in Europe. Founded in 1970 in Munich as a traditional advertising agency, Serviceplan has offices in 36 locations worldwide and more than 3,400 employees whose work regularly wins awards at national and international creative competitions.