THE AWARD STUDY
"best brands" is the first brand award to take a comprehensive view of the worth of a brand, evaluating it based on both emotional and behavioral dimensions – creating transparency and objectivity.
The winners of the "best brands" are not chosen based on the subjective opinion of a jury, but on consumer perceptions and attachment to the brands. "best brands" is the only marketing prize, which is based on an extensive study of over 4000 Chinese consumers, in which the brands are evaluated on a model developed by GfK marketing scientists, which employs the twin criteria of emotional attachment and behavioral loyalty.
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