Category overview

On 25 February 2026, the best brands in Germany were awarded the “Best Brands” award. Best Brands – these are the brands that are commercially successful and trigger certain emotions: brands that shine, that stick in the mind of consumers and are associated with innovation and positive experiences. The stand-out feature of the event is that the winners are chosen not by a panel of judges but solely by consumers – for the award-winning candidates are determined in a complex study conducted by NIQ based on two key yardsticks: their actual economic success in the marketplace and the perceived popularity of their brand among consumers.

How do we determine a Best Brand based on data? Explore each of the award categories below and find out.