B2B Журнал
Favorite brands of Russians
The company Online Market Intelligence (OMI) summed up the results of the project "Favorite brands of Russians" for 2018.
«Favorite brands of Russians» – this is an annual study that has been conducted since 2008. During each wave, the opinions of 1,500 people will be found out by the online survey method. The sample is quota-based, stratified, respondents are randomly selected from the OMI access panel from among people aged 18-55 years living in cities with a population of over 1 million people. The number of categories studied is growing every year, in 2017 there were 66, in 2018 there were already 70.
Six brands that were leaders in the TOP-20 rating of the project last year retained their positions in 2018. Samsung is still in the first place, its gap from Adidas, which occupies the second line, has slightly decreased, but remains noticeable. The third and fourth positions were occupied, respectively, by the brands Nike and Apple. In ninth place was Zara. The Russian brand O'STIN entered the top ten of the rating for the first time, last year it occupied as much as the 17th line (this year it has the 10th place). Also included in the TOP 20 are: H&M (12th place), Chanel (13th place), Reebok (14th place), PUMA (19th place).
The jewelry brand Sokolov took the first place in its category, having risen from the second position in a year. Similarly, from the second to the first place of the rating in the category of "Shampoos, conditioners and hair balms", the brand "strong>Head &Shoulders took off."In the category of "Online stores" appeared The newcomer is the brand, which immediately took the fifth place.The largest number of rating steps was overcome in one year by the brand Instagram in the category of "Mobile applications" –having taken the ninth place a year ago, it managed to become the second in 2018, second only to VKontakte.
Comments Alexander Shashkin, CEO of Online Market Intelligence: «Our research allows us to evaluate the result of brand marketing activity.Favorite brands are those that achieve high emotional involvement of consumers in their communications. It is important that we are not talking about individual campaigns, but about systematically, from year to year, maintaining contact with the audience using all the channels available today.
The relative stability of the results should not be misleading: competition in the ranking is fierce, so even changes in the positions of brands that are not too noticeable externally can be significant.
Source: OMI
Photo: shutterstock, Sokolov, adidas, PUMA
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