Swedish low cost furnishing giant Ikea has surpassed Mulino Bianco to become the most loved brand by Italians.
According to the Meaningful Brands 2015 survey, conducted by Havas Media Group, Samsung is in third place, followed by Barilla, Ferrero, Findus, Collistar, Procter & Gamble, Dove and Conad. The results confirm a strong presence of historic brands from the Food/Retail Sector.
38% of Italian consumers claim they are the first to try (compared to their circle of friends) new products on the market; 51% often ask for advice from friends before the purchase of a new product; while 25% say they want to adopt a distinctive lifestyle, expressing their status in the eyes of others.
All of the brands with a high "meaningful brand index" developed an attachment of over 50% compared to an average of 44% for all the brands analysed. Nevertheless, Italian consumers said only 7% of the brands contribute significantly to improving the quality of life.
As for the most popular sectors, retailers are those with the highest score in terms of welfare benefits, both personal and collective.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic
