Best Brands Germany Overall 2026
Best Brand Overall
The Top 10 highest ranking brands in the award category Best Brand Overall
1.
Soft drinks
89.2
POINTS
In 2025, Coca-Cola succeeds in climbing to the top of the Best Brands Overall Ranking, securing first place.
This leading position is driven by the brand’s consistently strong market performance in terms of sales and market share, combined with high buyer loyalty.
Coca-Cola also takes the lead in emotional brand attachment (“Share of Soul”): with high‑impact campaigns such as “Made in Germany,” the return of “Share a Coke,” and experience‑oriented activities like the truck tour and sampling events, the brand stays relevant throughout the entire year and fosters closeness to consumers.
The brand’s consistent focus on innovation and sustainability — including the introduction of new packaging sizes made from 100% rPET and the expansion of the portfolio with sugar‑free variants — further strengthens brand perception.
Additionally, Coca‑Cola benefits from a broad media strategy and its strong position in retail, which deeply anchors the brand in consumers’ everyday lives.
2.
Skincare
87.1
POINTS
NIVEA secures second place in the Best Brands Overall Ranking 2026 and once again demonstrates the strength of a brand that successfully combines tradition and innovation.
The Share of Soul remains consistently high — NIVEA continues to stand for trust, closeness, and emotional connection. At the same time, the Share of Market is more challenged by the current market environment than in previous years, intensifying competition for volume and visibility.
The brand focuses on future‑proof positioning fields such as sustainability and social responsibility, combined with a modernized brand presence and innovative premium products.
An attractive price–performance ratio ensures broad accessibility, while new impulses in brand experience and cross‑selling open additional potential.
Thus, NIVEA remains distinctive and secures a leading role — even if the top position was narrowly missed this year.
3.
TV
86.5
POINTS
Samsung secures third place in the Best Brands Overall Ranking as a leading innovator in the premium TV segment.
The Share of Soul remains stable at a high level, supported by strong lifestyle positioning and a clear brand identity — Samsung stands for design, entertainment, and technological excellence.
At the same time, Samsung succeeds in maintaining its Share of Market in the premium TV segment despite intense competition in the OLED and mid‑price categories.
The brand focuses on future‑ready positioning fields such as AI integration and connected experiences, combined with a modernized brand appearance and innovative premium products.
Attractive content bundling (“Made for Germany”) provides added value and strengthens customer loyalty, while new impulses in lifestyle marketing and data‑driven CTV campaigns unlock additional potential.
This positions Samsung as a pioneer in premium entertainment and intelligent technologies — creating clear differentiation in the highly competitive TV market.
4.
Vegan and vegetarian food
86.1
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
5.
Staple Foods
85.2
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
6.
Large domestic appliances
84.4
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
7.
DIY, power tools
84.3
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
8.
Sportswear
84.2
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
9.
Sportswear
83.9
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.
10.
Babycare
83.0
POINTS
Best Brand Overall is based on a unique combination of data assets that include high value Point Of Sale Panel data, Consumer Panel data, and a comprehensive survey with 13,000 respondents and 210,000 brand evaluations.
Within this, there are two perspectives: Share of Soul (how people feel emotionally) and Share of Market (how people behave towards a brand, and how this can be monetized into price and market share). It reveals the essence of what all companies need to know to drive their brand to success.
NIQ is renowned for offering unmatched business guidance – through panel data, brand tracking, price modelling, trend research and beyond. After all, it’s not enough just to be a loved brand – companies need to measure how this translates into market share and sales, to truly become a Best Brand.