Produced by Kantar Emor
Format: MS Power BI
About this report
It's hard to imagine marketing without a brand. This report delivers insights to brand strategists and marketing professionals by giving a landscape map of brand prominence and growth opportunities in Estonia.
Annual track survey of Kantar (EE since 2009), that ranks well-known brands of different fields by liking*.
The study gives an overview of the cross-sectoral brand preference of Estonian people, helping to understand trends and providing both input and feedback on brand management in the long run.
- How do the consumers feel about my brand(s) ‒ where does my brand stand, i.e. to what extent is my brand loved …
… compared to competitors?
… in different target groups / consumer segments?
… among people with a certain set of values?
- Which brands are increasing their attractiveness, which brands have lost their place in the top? In what direction is my brand moving?
- What are the trends in consumers' favorite brands by industry? Which fields of activity stand out with the many preferred brands, which are on a downward trend?
A TREND VIEW ON …
- RANKING of favourite brands based on the brand lists* in the last 4 years;
- brands with broad preference vs real favorites of the narrower target groups;
COMPARATIVE PRESENTATION OF …
- liking of brands in the breakdown of socio-demographical parameters and in consumer segments with different values.
- Spontaneously mentioned favourite brands;
- Ranking of most favourite brands based on the brand list with logos;
- Ranking of brands by broader share of preferrers;
- Ranking of brands in the breakdown of socio-demographical parameters and among consumer segments with different values;
- Co-mentioning of brands.
Report includes the summary and conclusions of the results.
CAWI (Computer Assisted Web Interviewing) conducted once a year.
Target group: Estonian people in ages 15–74.
Sample size: at least 1000
*Brand list 2023
A Le Coq | Adidas | Alexela | Alibaba | Alma | Amazon | Apollo | Apotheka | Apple | Armani | Audi | Aura | Balbiino | Barbora | Bauhof | Benu apteek | BMW | Bolt | Bosch | Canon | Circle K | Coca-Cola | Coop | Coop Pank | Delfi | Dell | Diil | Dior | Disney | Ecco | Eesti Draamateater | Eesti Ekspress | Eesti Loto | Eesti Pagar | Electrolux | Elisa | Elron | ERM | ERR | ETV | Euronics | Facebook | Farmi | Fazer | Felix | Forum Cinemas | Gmail | Google | H&M | Hansapost | Honda | Huawei | Hugo | Boss | If | Ikea | Instagram | iPhone | Smartpost Itella | JYSK | Kalev | Kanal 2 | Kaubamaja | Kaup24 | Kristiine Keskus | KUMU | L oreal | Lego | Leibur | Lenovo | Lexus | LG | LHV | Lindex | Lipton | Luminor | Lux Express | Lõunakeskus | Maaleht | Makita | Maks ja Moorits | Mamma | Martini | Maxima | McDonald`s | Mercedes-Benz | Microsoft | Mo Saaremaa | Neste | Netflix | New Yorker | Nike | Nikon | Nivea | Nokia | Olerex | Omniva | Paulig | Philips | Piletilevi | Postimees | Premia | Prisma | Peremarket | Puma | Põltsamaa | PÖFF | Raadio Elmar | Raadio Kuku | Rademar | Raffaello | Rahva Raamat | Rahvusooper Estonia | Rakvere | Rannarootsi | Red Bull | Reserved | Rimi | Rocca al Mare keskus | Saaremaa LT | Saku Õlletehas | Salvest | Samsung | SEB | Selver | Sky Plus | Skype| Sony | Sportland | Sportsdirect | Spotify | Star FM | Stockmann | Stokker | Swedbank | Zara | Tallegg | Tallink | Tallinna Linnateater | Tallinna Ülikool | Taltech (Tallinna Tehnikaülikool) | Tartu Mill | Tartu Ülikool | Teeme ära | Tele 2 | Telia | Tere | Tesla | Tommy Hilfiger | Toyota | TV 3 | Vikerraadio | Viking Line | Volkswagen | Wolt | Ülemiste keskus | Xiaomi | YouTube | Lidl | Ivo Nikkolo | SmartID | MobiilID | Skechers | ETV+ | Jupiter | DPD
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