On Tuesday the 20th of April 2021, Serviceplan and GfK are hosting one of the biggest events of the marketing and communication sector: the Best Brands Awards. And this year, it'll be in the form of a TV show.
More than 1500 reputable guests from the world of business, communication and media will gather at this exceptional gala that crowns Belgium’s best brands. The 6th edition of this prestigious gathering, organized by Serviceplan and GfK, will exceptionally take place on a TV set, to respect the COVID rules.
In 2004 Serviceplan introduced the Best Brands Awards in Munich. By now the event is the benchmark for brand performance. Based on a study by GfK of 5000 consumers, this ranking measures the market force of brands based on two criteria: The actual economic impact of a brand and its emotional dimension considered by the client. A unique concept that relies purely on the consumer in the selection of its winners.
Seventeen years later this yearly gathering is considered the Oscars of advertising. Its widespread recognition has pushed countries like China (2014), Italy (2015), France (2018) and since 2016 Belgium to adopt the concept.
350 brands from 20 different sectors will be analyzed and a winner will be appointed for each sector.
New Category: Sustainability
We know that the health crisis we have been experiencing for the past year will permanently change consumer behaviour. Our purchases are more and more focused on our basic needs, we are buying more consciously, more locally, and Covid-19 is accelerating the use of digital technology, including and certainly for commerce. To manage isolation, consumers are using digital to connect, learn and play; and they will continue to do so. This is why this 2021 edition of the Best Brands Awards will welcome a new category - the Best Sustainable Brand - and why sustainability questions have been added to our questionnaire.