Best Brands: Amazon, Google, Samsung and Michelin Win at The First French Edition

The awards ceremony for the inaugural French edition of Best Brands was held on Monday 5 March.

Best Brands France will be an annual event that singles out the most successful brands from several different European countries, following an exclusive study by the GfK market research institute.

During the evening, Amazon, Google, Samsung And Michelin were named 2018 winners in four different categories, based on scores they obtained from French consumers at the end of 2017.

Founded in Munich in 2004 by the Serviceplan communication agency and the GfK institute, Best Brands is a brand performance barometer. Each year, the strength of brands is measured in several European countries, according to a cross-referenced analysis of their actual economic success in the relevant market and the emotional preference of consumers.

Stéphane Richard, Chairman of Orange, opened this first French edition with a presentation on the challenges and strategies of big global brands. The event took place at the Théâtre des Sablons in Neuilly-sur-Seine, and brought together more than 300 decision-makers from business, marketing, communication and media. During the ceremony, Amazon, Google, Samsung and Michelin, closely followed by other successful French businesses, received awards.

At the end of 2017, to establish this brand performance barometer, GfK surveyed nearly 3,000 French consumers on 200 brands in 21 sectors, according to the following methodology.