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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Best Digital Brands 2018 : #3 DECATHLON.COM

Decathlon, which we consider more of a hybrid player, is ranked behind the two first digital brands, i.e., Amazon and, because the sports brand initially only had physical stores, only developing into a full-fledged digital player at a later stage. In 1997, Decathlon opened its first points...

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Best Digital Brands 2018 : #2 BOL.COM is a Dutch e-commerce company. It was established in 1999 by the Bertelsmann Group. It entered the Belgian market in 2010, and was acquired by the Ahold Group two years later. While you can have parcels delivered anywhere in Belgium, is only available in Dutch, making it less...

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Best Digital Brands 2018 : #1 AMAZON.COM

This year, the Best Digital Brand competition was updated with some additional touchpoints and one very important KPI: sales activation on the digital level. And Amazon is the undisputed number one in this discipline. In less than 25 years’ time, has earned its founder Jeff Bezos a...

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Best Corporate Brands 2018 : #3 THE COCA-COLA COMPANY

After being elected Best Corporate Brand in 2016 in the first Best Brands competition, The Coca-Cola Company continues to be one of the most prominent players in our brand environment. The American soft drinks giant has been a stalwart in the top three since the competition was first organised in...

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Best Corporate Brands 2018 #2 : THE WALT DISNEY COMPANY

Television, radio, animation, film, consumer goods, tourism, sports, etc. In its 95 year existence, The Walt Disney Company has become a company with many faces, and a model to be followed. The company’s trademark, however, has remained unchanged since day one: to create a magical experience on...

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Best Corporate Brands 2018 : #1 COLRUYT GROUP

After last year’s initial victory, Colruyt confirmed its top dog position this year, retaining the title of Best Corporate Brand. This completes the list, with Colruyt’s election as Best Belgian Brand in 2015 and the recently awarded title of Best Omnichannel Brand. Or rather how to deliver an...

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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, 13/03/2018, from 18:30 to 23:00, Docks Dome, 1000 Brussels.



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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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