Since 2004, Serviceplan and GfK brand ranking of brands that are economically successful and that evoke emotions in the minds of consumers.


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Best Brands is a brand ranking based on a representative empirical study conducted by GfK in several countries measuring the strength of a brand on two criteria: the actual economic success (Share of Wallet), and the psychological attractiveness of the brand in the perception of consumers (Share of Soul), who ultimately constitute its future success.

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Latest insights & trends

Best Food Brands

Dinner’s served! The Belgians are known, among other things, for their love of gastronomy. However, the usual clichés of moules frites, chocolates etc. are not what is meant here… or are they? The « food » category of Best Brands, a consumer study conducted by GfK at the request of...

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Best Brands : Bristol

In September 2016, Euro Shoe Group, the Belgian parent company of the brands Bristol and Shoe Discount, decided to embrace the future as one brand in the Netherlands and Belgium, namely Bristol. Euro Shoe Group researched the market and concluded that operating as one brand would have several...

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Best Brands and social media

In addition to the gala evening that will be held on 22 March 2018, Serviceplan and GfK are organising the Best Brands Colleges, which will take place a few weeks after this major event. The programme includes an interactive session, where the results for their sector will be discussed with the...

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Best Brands for the young and old alike

Is there anyone who has not heard about the arrival of the pandas at Pairi Daiza in 2014? Is there anyone who is still unaware of which animal is the Walibi mascot in Wallonia, and who the Plopsa characters in Flanders are? Theme parks are magical places for the little ones that we once were, and...

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The Best Brands for DIY

“DIY is within your reach” and “For people who make things”! These two slogans encourage everybody to get their hands dirty, and to perform minor (or major) works on their homes themselves. As renovation is in fashion, the DIY (Do-It-Yourself) sector is one that has changed significantly...

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Best Brands: Samsung is in pole position

According to the Best Brands consumer survey conducted by GfK at Serviceplan’s request, the best brand in the electronic appliance sector (which also includes digital cameras, MP3 readers, and GPS devices, etc.) is Samsung. Samsung won the Best Product Brand Award in 2016, and came 8th in the 2017...

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Best Brands: Colruyt is unbeatable

Colruyt is one of the most popular brands in Belgium, along with Coca-Cola. Both of these brands received two awards each in two competition entries. The soft drinks brand won Best Corporate Brand in 2016, and Best Product Brand in 2017. Meanwhile, Colruyt won Best Belgian Brand Award in 2016, Best...

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What binds Serviceplan and GfK is the passion to develop and to coach fascinating brands. Brands that are economically successful and that evoke emotions in the minds of consumers – in other words, best brands.

Together we study the emotional and social relationships consumers develop with your brand, and the competition. We identify active brand equity to understand current and future brand performance. We also uncover latent brand equity to develop new growth opportunities. We use advanced modeling to understand how image and experiences affect relationships and brand success.

Your benefits? Augmenting existing client KPI's. Better understanding of consumer behavior. Improving the performance of your brand. Increase customer acquisition/retention. Allowing to model future success.


Register to the Best Brands Awards, 22/03/2018, from 18:30 to 23:00, Cinquantenaire Museum, Etterbeek



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About Best Brands

At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves.

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