On Monday, March 5, Serviceplan France held the first French edition of Best Brands.

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.

The brand performance barometer was founded in Munich in 2004 by the Serviceplan communication agency and the GfK institute. 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.

Amazon, Google, Samsung and Michelin were named 2018 winners in four different categories, based on scores they obtained at the end of 2017 from nearly 3,000 French consumers on 200 brands in 21 sectors.

Stéphane Richard, chairman of Orange, opened the 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.

Here are the winners: