
Best Overall Brand Belgium 2025
Best Brand Overall
The Top 10 highest ranking brands in the award category Best Brand Overall based on their Share of Wallet and Share of Soul scores from the Best Brand Research.
1.

Screen Technology (TV)
99.5
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.
2.

Cookies
85.5
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.
3.

Frozen Desserts
84.5
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.
4.

Powered gardening
80.5
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

Spreads, Sauces & Condiments
80.5
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

Coffee
79.6
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

Personal care appliances
79.2
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

Sport & Energy drinks
77.8
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

E-Bikes
75.3
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.

Garden Care
74.7
POINTS
At Best Brands, it is not the subjective opinion of a jury that decides the winner, but the consumers themselves. Best Brands is the sole brands marketing award based on a representative empirical study (conducted by NIQ) measuring the strength of a brand on two criteria: the actual economic success, and the psychological attractiveness of the brand in the perception of consumers, who ultimately constitute its future success.
Best Product Brands award is the main award of the Best Brand Research (consisting of Best Overall Brand & Best Product Brand in each separate category ) where we nominate the best scoring brands, based on their Share of Wallet and Share of Soul.
271 brands from 20 different categories were closely examined by NIQ to establish a ranking of this year’s Best Brands, pulling in opinion and perception from more than 4000+ Belgian consumers.
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.
Do you want to take a deep dive into the results?
Leave your details via the form, and we will contact you as soon as possible.