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The Study


Best Brands is unique in that it combines two distinct components to measure the strength of a brand – the emotional aspect of the brand on the one hand, and profitability on the other. And it is not the subjective opinion of a jury panel that decides the winners of the Best Brands awards, but the consumers themselves.

Best Brands is the only marketing award that measures the strength of a brand based on a representative empirical study by GfK, based on two criteria: its actual commercial success on the market (‘Share of Market’) and its appeal (‘Share of Soul’) as perceived by the consumers, who ultimately account for a brand’s future success.

The structure of the awards reflects current social and marketing trends. As well as the annually recurring ‘Best Brand’ Overall’, in 2023 the categories are Best Polish Brand, Best Omnichannel Brand, Best Sustainable Brand, Best Life Changing Technology Brand (NEW!) and Best Brand For Tough Times (NEW!). 

To find out more about brands in the top ranking, and how they achieved their position, click here.

Top 20 ranking & insights 2022


If you have any questions about the study, don´t hesitate to contact

Barbara Lewicka
Senior Director | Marketing & Consumer Intelligence