The Continente banner has been designated the brand with the best reputation in the retail and distribution sector in Portugal by the Marktest Reputation Index (MRI).
The Sonae-owned chain received the highest score in all categories - which included 'confidence', 'familiarity', 'admiration', 'image' and 'word of mouth'. It achieved an MRI of 76.05%, making it 18th on the list of the companies with the best reputations in Portugal, jumping three positions from last year.
The average of the distribution sector as a whole was 68.26%.
Familiarity was the highest-valued characteristic on the MRI for the Continente brand, at 80.67%, which puts it in the top ten list of the most familiar brands.
Competitive Market
Tiago Simões, Continente marketing director, commented on the index, "The results of this study make us very proud because we know the value that reputation has for a brand and what it can represent in a market as competitive as ours.
"[The results] are a reflection of the relationship we maintain with our clients, that is, a connection based on proximity, trust and mutual respect."
The 2018 MRI, organised by market research company Marktest Group, examined the reputation of 146 brands 26 industries, conducting 2,049 interviews with individuals more than 15 years of age.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
