Online Market Intelligence (OMI) presented the results of the fourth annual wave of the study “Favorite Brands of Russians”.
OMI presented the results of the fourth wave of the annual study “Favorite Brands of Russians”, prepared jointly with the Expert portal. The study has been conducted since 2008 in order to identify brands, the attitude of which the Russians characterize the word "love". For four years, the twenty top leaders and the leaders of the fifty product categories for which the study is conducted, has changed slightly. Respondents are constant in their love of brands.
The top 20 favorite brands of Russians included fashion brands, among them Adidas (4th place), Nike (9th place) and Christian Dior.
By the way, Adidas has become a favorite brand in just three in the product categories (sporting goods, clothing, shoes).
Tracking the rating by categories in dynamics, it can be noted that in the “Shoes” category Adidas replaced the leader of the past two years - ECCO.
The results of the study are commented by Oleksandr Shashkin, General Director of OMI: “People’s love for brands is a stable integrated indicator that includes functional, image, emotional and behavioral characteristics. It allows you to evaluate the attitude to the brand, as well as the strength of the consumer's emotional attachment to it. The stability of this indicator in many brands shows the high efficiency of efforts aimed at creating and promoting a brand. We can assume that the use by marketers of the “Favorite Brand” sign on packaging and in advertising will positively affect brand recognition and sales growth. ”
The study was conducted using the online survey method, in which 1500 people living in large Russian cities took part. After a block of socio-demographic issues, respondents were asked to name the brands (brands) that they consider to be their favorite. “Favorite brands” were called without a hint, the number of called was limited to ten positions. Further, respondents were asked questions about the frequency of consumption of various goods and services. Questions about favorite brands in product categories were asked only to those respondents who consume goods or services in this category with a given frequency. Based on materials from the branded site.