Study: Strong brands are the exception
According to an international study by the Austrian firm AC Nielsen, only 18 percent are considered truly successful and unique. The prerequisites for this are brand awareness and emotional customer loyalty. AC Nielsen does not disclose which names are among the most successful brands, but the study does reveal some interesting facts.
According to an international study by the Austrian company AC Nielsen, only 18% of companies are actually considered successful and unique. The prerequisites for this are awareness and emotional customer loyalty. Nielsen does not want to disclose which names are among the most successful brands, but the study does reveal some interesting facts.
In a regional comparison, the study found that there is generally a higher proportion of dominant brands in the USA and Asia than in Europe, where medium-sized brands predominate. The study also attests that consumers in the USA and Asia have a higher level of brand awareness.
In a sector comparison, the automotive industry has the most strong brands. According to the study, the first rule is that strong brands are exceptions, not the rule. This means that 37 percent worldwide can be classified as weak brands. Strong brands have an average supported awareness of 95 percent in their target groups.
Successful products are more than twice as present in the minds of consumers than others. Strong brands are bought consciously and repeatedly. Two thirds of customers are loyal to a brand in the long term. "A clear brand line is important for customer loyalty," Irene Salzmann from Nielsen told Pressetext. Strong brands are recommended three times more often than medium-sized brands. Ideally, particularly successful brands even turn consumers into fans - even those who don't buy the product themselves.
In a regional comparison, the study found that there is generally a higher proportion of dominant brands in the USA and Asia than in Europe, where medium-sized brands predominate. The study also attests that consumers in the USA and Asia have a higher level of brand awareness.
In a sector comparison, the automotive industry has the most strong brands. According to the study, the first rule is that strong brands are exceptions, not the rule. This means that 37 percent worldwide can be classified as weak brands. Strong brands have an average supported awareness of 95 percent in their target groups.
Successful products are more than twice as present in the minds of consumers than others. Strong brands are bought consciously and repeatedly. Two thirds of customers are loyal to a brand in the long term. "A clear brand line is important for customer loyalty," Irene Salzmann from Nielsen told Pressetext. Strong brands are recommended three times more often than medium-sized brands. Ideally, particularly successful brands even turn consumers into fans - even those who don't buy the product themselves.
