The winners of the 2020 Best Brands International Awards will be announced on July 16, 2020, at a gala ceremony in Moscow, held online at the Best Brands studio. However, the first results can already be announced today, as the companies that made it into the top ten in each category have already been announced.
The list of brands nominated for Best Brands 2020 is in alphabetical order.
Best brands 2020: how the winners are determined – below and on the Award website ( https://bestbrands-russia.com/methodology ) .
Alexey Dorofeev, CEO of GfK’s Russian division :
“ Best Brands’ multi-factor research methodology considers three dimensions of brand strength: commercial success, the emotional capital of brands in their home categories, and cross-category potential for expansion into related categories or other markets. This is currently the most objective approach to assessing the current state of brands and their potential within the broader context of the brand market in a given country. “
The Best Brands methodology was developed by GfK experts in brand research and marketing effectiveness and serves as a unified standard for Best Brands research in all countries where the Awards are held. There is a pool of permanent nominations (for example, “Best Product Brand” or “Best Corporate Brand”). Each year, the organizers add dynamic nominations that help reveal the faces of different brands.
In 2020, the Best Brands Award in Russia introduced the “Best Brand Among Millennials” category. It was also decided to repeat last year’s nominations, which received a positive and enthusiastic response from the Russian market: “Best Growing Food Brand,” “Best Russian Food Brand,” and “Best Russian Corporate Brand.”
A brand’s rating is calculated based on its “strength,” which in turn consists of the following elements:
- Brand success in the market, or brand share/consumer preference based on the results of a moving annual period (Moving Annual Total), as close as possible to the period of the survey portion of the study. Sources of share data: GfK Consumer Panel, GfK Retail Sales Monitoring Panel.
- The psychological appeal of a brand, or its awareness and emotional perception among consumers. The assessment is based on consumer survey data. This year, the Best Brands study received responses from over 7,000 aged 18-55. The “Best Product Brand” category included 5,530 interviews, while the “Best Corporate Brand” category included 1,500 interviews. The representative sample is based on quotas reflecting the actual demographic composition of the Russian population: gender, age, region (Federal District), and settlement size.
Nomination ” Best Product Brand ”
Calculation Methodology
- Step 1. Product categories covering various consumer goods (FMCG*) and durables (Durables) are selected for participation in the award.
- Step 2. Within each category, up to 15 top brands are selected based on brand market share for inclusion in the consumer survey (**).
- Step 3. Each brand’s strength (Brand Score) is calculated based on GfK panel data (Market Brand Success) and data from a representative GfK online survey (Brand Appeal to Consumers). For brands that operate in multiple categories, the brand’s position in the final ranking is determined by the highest Brand Score across the relevant categories.
*Except for categories: tobacco, alcohol, pharmaceuticals
**For the “Cars” category, the brand’s market success was determined based on open data from the Association of European Businesses
Nomination ” Best Growing Product Brand ”
Calculation Methodology
- The nomination includes the same categories and brands as the Best Food Brand nomination.
- For each brand, a general indicator is calculated based on:
– change in the market share of each brand relative to the previous period;
– changes in the share of strong relationships with the brand compared to the previous period.
Nomination ” Best Food Brand among Millennials ” (22-39 years old)
Calculation methodology
- Step 1. The nomination includes the same categories and brands as the Best Food Brand nomination.
- Step 2. The Brand Score for each brand is calculated using data from a representative online GfK survey (Brand Appeal to Consumers). The analysis includes data from respondents aged 22-39. For brands that operate in multiple categories, the brand’s position in the final ranking is determined by the highest Brand Score among the relevant categories.
Nomination ” Best Russian* Food Brand ”
Calculation Methodology
- Step 1. Product categories covering various consumer goods (FMCG**) and durables (Durables) are selected for participation in the award.
- Step 2. Within each category, up to 15 top brands are selected based on brand market share for inclusion in the consumer survey***.
- Step 3: The strength of each brand is calculated based on panel data (Market Brand Success) and data from a representative online survey (Consumer Brand Appeal).
- Step 4. Based on the brand’s market success and consumer appeal, an overall brand score (Brand Score) is calculated, after which each brand is assigned a corresponding rank. For brands that operate in multiple categories, we calculate the rank only once—for the category where the brand performs best.
- Step 5. Only brands created in Russia are selected for the final ranking.
* “Russian brand” is defined by place of origin.
**Except for categories: tobacco, alcohol, pharmaceuticals
***For the “Cars” category, the brand’s market success was determined based on open data from the Association of European Businesses
Nomination ” Best Corporate Brand ”
Calculation Methodology
- Step 1. The initial pool of participating companies included Russian and foreign companies operating in Russia from the RBC 500* open rating list.
- Step 2: The top 3 participating companies within each consumer sector industry were selected for inclusion in the survey*.
- Step 3. The Brand Score or Strength of each brand in this nomination was calculated solely based on data from a representative online survey (emotional and rational perception of companies).
- Step 4. Based on the survey results, two final ratings were compiled: “ Best Russian Corporate Brand ” and “ Best Foreign Brand in Russia ”.
*Excluding industries: mining and energy, chemicals and pharmaceuticals, investments, military-industrial complex, real estate and housing and communal services, space industry, postal services, tobacco, alcohol
About the Best Brands awards ceremony
The awards ceremony will be broadcast online on the awards website and on partner websites Forbes.ru and Sostav.ru, with prior registration required.
Best Brands is the only independent international marketing award based on representative research—without a jury and without any ability to influence the results. The Russian premiere of Best Brands took place last April at the country’s main festival venue, the Oktyabr Cinema and Concert Hall on Novy Arbat. This landmark event for the Russian advertising market was attended by company heads, brand managers, and executives responsible for marketing decisions—a total of over 350 guests.
The Best Brands award was established in Germany in 2004 as an annual project of the international research company GfK and the communications group Serviceplan (a group of diversified agencies providing a full range of marketing services: Louder , Serviceplan Russia , Plan.Net Russia , and Mediaplus Group ). Over the past 16 years, the international Best Brands award has become a key event in the marketing industry. Today, the award is presented to the strongest brands in Germany, Russia, France, Italy, Spain, the UK, Belgium, and China.
The Award’s objective is to promote the concept of innovative brand management, effective marketing practices, and new approaches to communications. Research is based on two criteria: the actual economic success of a brand in the marketplace and the emotional perception of the brand by consumers.
Register for the Best Brands 2020 awards ceremony at this link .
Award partners:
The Best Brands awards ceremony is organized by the Russian representative office of the award’s founding agency and the creator of the Best Brands concept— Serviceplan Group Russia , a communications group that includes the creative agency Serviceplan , the media group Mediaplus Group , the full-service digital agency Plan.Net , and the integrated communications agency Louder . Gazprom-Media is the award’s general partner in Russia.
GfK is a global partner and research company responsible for representative research in the countries where Best Brands is held, including the Russian market.
The financial and economic magazine Forbes is the award’s business partner.
The information and analytical portal Sostav.ru is releasing a series of special materials dedicated to the award as a media partner.
The Rusbrand Association is the largest Russian association of consumer goods manufacturers and a partner of the award.
The partner providing the venue for the Quattro Space event is the Duo Screen studio – the Actual Communications project.
The award’s media partner is LBL, a full-service advertising agency that has coordinated the Circle of Light festival since 2013. It provides informational support for the awards through its own media façade, the Oktyabr Cinema.
