Sber entered the top 3 favorite brands

A pilot research project "Top 50 favorite brands according to Russians" has been presented in Russia, which arouses the greatest love and trust among Russians. Samsung, Yandex and Sberbank are in the top 3. The list was compiled by the NAFI Analytical Center based on the results of a survey of 5,000 respondents. The project is being released with the information support of the Association of Communication Agencies of Russia (ACAR).

"The "Top 50 favorite brands according to Russians" is a map of the trust of Russian consumers. Almost half of the mentioned brands are domestic. Four of them are in the top 10, which is an important signal about the maturity of the Russian market. For companies, the research results become a practical guideline: in order to become one of the favorites, it is necessary to build long—term relationships with consumers, develop services and be useful every day — this is how sustainable "consumer love" is formed," comments Guzelia Imayeva, CEO of the NAFI Analytical Center.

Manufacturers of everyday goods made up 36% of the list, thus becoming the largest cluster. The second place is occupied by manufacturers of consumer electronics and household appliances — 20%. The third place is shared by representatives of the field of digital services and technologies and retail trade with a share of 18% each. The fourth place belongs to the brands of the automotive industry — 8%.

"Our project will be continued next year. We are currently finalizing the research methodology with the involvement of experts from various industries. In the future, the project will be scaled to the regional level, as there is a great demand from local brands and companies to explore their role and potential in the regional economy," adds Guzelia Imayeva.

The data was obtained during an online survey of 5,000 people over the age of 18 living in cities with a population of 100,000 or more from September 1 to December 1. Russians were asked to indicate the brand or company they consider the most beloved and which evokes the warmest feelings.

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