Best Brands 2026 Celebrates Emotional Impact and Market Resilience in Milan

The 11th edition of Best Brands will take place on April 14 at RAI Studios in Milan. This year's event focuses on how brands can 'shed light' during times of global uncertainty. Organisers will reveal the strongest brands based on market performance and consumer perception.

The ceremony will also introduce new awards, including one for brands that spark positive emotions. Over 300 brands across 50 categories have been assessed using 15,000 consumer evaluations and market data.

Best Brands ranks companies by combining economic success (Share of Market) with consumer sentiment (Share of Soul). This dual approach measures a brand's overall strength in a changing world. The 2026 edition adds the 'Best Joytitude Brand' award, celebrating those that generate enthusiasm and positive feelings in the stock market today.

An Innovation Award will highlight a startup or scaleup excelling in marketing creativity. The winner receives €120,000 in media space as a prize. Speakers at the event include philosopher Vito Mancuso and science communicator Andrea Moccia of Geopop.

Enzo Frasio, CEO of NielsenIQ, stressed how brands shape daily experiences and relationships. Giovanni Ghelardi, CEO of Serviceplan Group Italy, noted that positive emotions drive business success. Marco Travaglia, President of UPA, added that strong brands build lasting trust with consumers.

The event will showcase top-performing brands in categories like Best Product, Best Service, and Best Growth. No prior winners have been announced for these awards. The ceremony aims to highlight how brands navigate challenges while fostering consumer loyalty and innovation in the stock market.