The Best Brands 2021 winners were announced during the awards ceremony on April 20th, 2021. Best Brands is an independent international innovative brand management award. This year the winners are Samsung, FrutoNyanya, Dyson, Bosch, Tefal and Google.
These brands have topped the ratings in the following nominations:
Samsung — Best Product Brand
FrutoNyanya — Best Russian Product Brand
Dyson — Best Growth Product Brand
Bosch — Best Product Brand Among Millennials
Tefal — Best Customer Centricity Brand
Google — Best Corporate Brand
Best Brands awards ceremony is all about celebrating the work of outstanding Russian brand teams. CEOs, top managers, marketing and brand directors take part in this ceremony. The award organizer and the event planner is the Russian office for the award founder and concept author — the international communication company Serviceplan Group. This year the award was focused on customer-centricity and Artificial Intelligence (AI).
Neil Sahota was Best Brands’ keynote guest this year. He is a futurist, UN Artificial Intelligence subject matter adviser and bestselling book author. Neil also took part in the Best Brands Academy where he talked about the role of the latest marketing technologies in brand strategy.
Oleg Volkosh, Mediaplus Group President, organizer of the Best Brands international award in Russia:
“The time has passed for businesses which do not relate to a person and his values. The brands focusing on the customer and his experience have proven to be more competitive. The ability to feel and understand people turned out to be a factor of survival and success for some companies. Interestingly, Artificial Intelligence helped to develop this understanding by studying user responses in the Internet across the breadth of issues related to the pandemic. We can say that the world has changed for the better - it has become more human for the consumer because a soulless machine turned out to be literally more humanistic than the society around us. And we have seen the results of brand empathy in the Best Brand 2021 ranking today.”
The award winners were determined by an independent study by GfK with more than 350 brands as nominees. The strength of each brand consisted of market and consumer soul share. More information about the research methodology can be found at the award website.
Anna Lange, Serviceplan Group Rus General Director, organizer of the Best Brands international award in Russia:
“The principle of soul share and market share underlies in the Best Brands rating foundation. This is what makes it flexible and unbiased. On the one hand, we observe the strength of strategy which large international brands rely on, on the other hand, the rating takes into account creativity and the ability of brands to adapt to the interests of the audience at the moment. These aspects find a response among Russian consumers and, accordingly, it is reflected in our rating.
The award’s international format allows us to see the general image of the advertising market.
The Russian market is flexible, consumers are responsive, open to new things and ready to cooperate. This is what we are convinced of every year, and especially this year”.
Top 10 in each category (1st - 10th position):
The event is organized by a communication group which includes Serviceplan (creative agency), Mediaplus (media group), Plan.Net (full cycle digital agency) and Louder (integrated communications agency).
Award’s General Partner in Russia is Gazprom- Media.
Award’s Global partner is GfK research company which is responsible for representative research.
Award’s media partner is Sostav.ru, an information and analytical webportal.
Award’s business media partner is Forbes Russia, the financial and economic magazine.
Award’s partner is Rusbrand Association - the largest Russian association of consumer goods manufacturers.
Award’s partner is LBL - full cycle advertising agency, provides award information support on its own media facades.
Please find more information on Best Brands at bestbrands-russia.com.