Milan, January 28, 2026 – In an era defined by global challenges and uncertainty, the strength of a brand is now measured by its ability to “shine a light.” This is the essence of the 11th edition of Best Brands, presented this morning at the UPA headquarters on Via Larga in Milan. Originating in Germany in 2004, this research has become a European benchmark, rewarding companies that successfully combine strong market performance (Share of Market) with consumer opinion (Share of Soul).

In Italy, the initiative is supported by founding partners Serviceplan Group and NielsenIQ, with the longstanding patronage of UPA and the support of Rai Pubblicità, 24 ORE System, IGPDecaux and ADC Group. Best Brands remains the only Italian ranking based on a methodology that merges 15,000 assessments from 5,000 consumers with objective market data, analysing 300 brands across 50 product categories.

While in previous years the focus was on ethics and purpose, the 2026 edition marks a shift: the real challenge now is to create tangible impact through positive emotions. Today’s Best Brands aren’t just committed to “doing the right thing”; they have turned positivity itself into a distinctive competitive advantage.

This is also the focus of this year’s special ranking: Best Joytitude Brand. This recognition honors brands that, according to consumers, transmit hope, trust, aspiration, and imagination. These are brands that spark enthusiasm, promote physical and mental wellbeing, and make customers feel valued, igniting the “contagious joy” needed to face the future.

“More than ever, we need to develop the ability to shine a light. In recent years, we have seen brands deeply committed to ethics and sustainability, a necessary and commendable path. But now it’s time for a further evolution: the Best Brands 2026 are those who recognize that positivity is not a fleeting emotion, but a powerful business driver. These are brands that go beyond problem-solving, they spark enthusiasm and genuinely improve lives. Turning ‘Joytitude’ into strategy is the key to building lasting, inspiring relationships with consumers,” commented Giovanni Ghelardi, CEO of Serviceplan Group Italia.

“Today, a brand’s value can no longer be measured only by visibility, but by its ability to make a real impact on people’s lives. In a rapidly changing world, brands must play an active, credible role in the everyday experiences of consumers. In this context, Best Brands stand out as points of reference, positively shaping the consumer relationship, generating a concrete sense of closeness and wellbeing, far beyond simple notoriety. The ability to create positive and tangible impact is what now defines a brand’s value. To measure and understand this impact, our cross-category study continues to evolve, integrating market data, KPIs, and direct consumer feedback, offering companies a concrete tool for interpreting the market and making more informed decisions,” said Enzo Frasio, CEO of NielsenIQ and GfK Italy.

“UPA has supported Best Brands for over ten years because this initiative clearly and tangibly represents what we mean by ‘brand strength.’ It’s not just about notoriety or short-term results, but the ability to build value over time, to be recognized, chosen, and remembered by consumers thanks to a solid and credible relationship—which, as the new Best Joytitude Brand ranking highlights, is also a source of hope and positivity,” concluded Marco Travaglia, President of UPA – Utenti Pubblicità Associati.

One of the key new features of this 11th edition is the introduction of the Best Reputation Mention, created in partnership with Community—one of Italy’s leading communications firms, part of Excellera Advisory Group, and Best Brands’ Reputation Partner. This special mention recognizes the company among the Best Brands finalists that, over the past year, has excelled in establishing reputation as a true strategic asset.

Selection is entrusted to an independent technical jury chaired by Auro Palomba, Founder and President of Community, and comprising Federico Garimberti, External Relations and Research Director, McKinsey & Company; Fabio Grattagliano, journalist, Il Sole 24 Ore; Stefania Lazzaroni, General Director, Fondazione Altagamma; Alessandro Papini, Director of Communication and External Relations, Assolombarda; and Pierdonato Vercellone Chief Communication Officer, Juventus.

The survey results will be presented on 14 April at the RAI Studios on Via Mecenate, with the technical support of Mionetto, BKM Production, Neverest, and Althea Grafiche.

The evening, hosted by Serena Autieri, will include the awards for the traditional rankings: Best Product Brand, Best Service Brand, Best Growth Brand and the special one, Best Joytitude Brand. The event will also explore the theme of joy from multiple perspectives: alongside a keynote by philosopher and lay theologian Vito Mancuso, Andrea Moccia, founder and editor-in-chief of Geopop, will share a scientific viewpoint, with the support of Ciaopeople as Content Partner. There will also be music and energy with a performance by Selton, in partnership with Framen, Entertainment Partner.

Now in its ninth edition, the Innovation Award will again be presented: a grant of €120,000 in media space provided by 24 ORE System, IGPDecaux, and Teads, awarded to a startup or scaleup recognized for innovative marketing solutions and selected by a jury chaired by Teads as Innovation Partner together with the Best Brands partners.

The 2026 Gala will then take place at Officine del Volo, organized in collaboration with Pasta Armando—an unmissable networking and sharing occasion, once again celebrating the union of data and emotion which is the true strength of brands.

Best Brands is not just an award night; it’s an ongoing cultural journey. This year’s themes were explored in depth at the Best Brands Club, the think tank that from July to November 2025 brought together top marketing managers and strategists. Their insights have been collected in "Libro Cinque” (curated by Giampaolo Colletti, “Building Brand Culture for Future Marketers”), which will be officially presented on 26 May 2026 at MUDEC – Museum of Cultures in Milan.

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