In a market transformed by the rise of discounters, private labels, and new consumer behaviors, the revived TOP BRANDS study provides a much-needed new perspective. The research will now measure brand strength holistically, evaluating the entire brand, including all its extensions, across all seven markets of the Adria region: Slovenia, Croatia, Serbia, Bosnia and Herzegovina, Northern Macedonia, Montenegro, and Kosovo.
“The FMCG landscape has changed dramatically, and a brand’s strength can no longer be measured in the boundaries of the category,” said Zenel Batagelj, partner at VALICON. “We’ve rebuilt the TOP BRANDS study from the ground up to provide the most accurate and relevant picture of brand power today. We are especially excited to open up the research to all brands. This is a chance for every brand to see where it stands and to gain the insights needed to grow.”
A CALL FOR BRANDS TO SECURE THEIR PLACE
A preliminary list of over 500 brands has been automatically included based on past performance and market data. However, VALICON is making an urgent call to all brand managers and marketing directors to check if their brands are on the list. The final deadline for inclusion in this year’s measurement is December 4th, 2025.
Brands not on the initial list can be nominated for inclusion, ensuring that no brand is left behind. This open-door policy is a game-changer, democratizing access to what has long been the region’s most prestigious brand ranking.
KEY FEATURES OF THE NEW TOP BRANDS STUDY:
- Open Participation: Any brand can be nominated for inclusion.
- Comprehensive Scope: The study covers all seven markets of the Adria region. • Modern Methodology: A new “irreplaceability” metric and a holistic view of brand strength provide deeper insights.
Brand managers are encouraged to visit https://topbrands.valicon.net to check their brand’s status and, if necessary, submit a nomination for inclusion. The process is simple and ensures that every brand has a chance to participate in this landmark study.
