Most Loved, Influential, Courageous Brands in Latvia Awarded
#YOLO!* That is the key to the hearts of consumers, where there is a crossroad at which brands wander around between apathy and love. The top list of the most beloved brands is the most precise cardiogram that we are using for the 11th time to find out which brands attract the most love from consumers.
We studied more than 590 brands from 52 categories, and in choosing the winners, we used the same criteria as always – last year’s list of top brands, an increase or decline in the consumption of brands, the revenues of companies, and their sales indicators. The rest of the work was done by GFK Custom Research Baltic and 2,800 survey respondents. The DDB Brand Capital™ methodology was used to determine audience relationships with brands, beginning with apathy and ending with love.
We also asked ourselves whether and how the Internet influences brands. The top list of the most beloved brands this year involved the virtual environment. A focus on the data shows an ancient truth – the most influential brands on the Internet are by no means those which pamper their followers with endless “like” and “share” competitions. Instead they are the ones that offer the best currency – information that the audience needs and can understand.
3 zīmīgas lietas, kas mainījušās pēdējā gada laikā / Andris Rubīns from DDB Latvia on Vimeo.
In comparing this year’s list to last year’s, we see that the two top brands – Google and Inbox – retained their leadership positions, while others experienced rises and falls. The most unique brand, according to respondents, is Rīga Black Balsam, the most high-quality one is Nike, the most advantageous one is Supernetto, and the most courageous one is Amoralle.
At the awards ceremony, the strategic director of DDB Consulting, Kristaps Siliņš, precisely said that brands, like people, cannot unify everything. You cannot be high-quality, advantageous and unique at the same time, but there is no reason to worry because, as Oscar Wild put it, “be yourself, everyone else is already taken.” There can be no other explanation for the fact that the brands that climbed the highest in this year’s list of top brands were the ones that were not afraid to be unique.
PHD strategic consultant Raivis Balodis ensured a futuristic atmosphere for the awards ceremony, while a great deal of generous irony was provided by analyst Jānis Skutelis, who offered a special “Top 10 Whinge” list.
The view of survey respondents was analysed and conclusions were correlated by DDB Consulting in partnership with SKDS, GFK Custom Research Baltic, and the Kapitāls business magazine. The list of top brands can be found in the latest issue of Kapitāls, with a full 50 pages being devoted to this topic.
You can also learn about the results of the survey at Zimolutops.lv, but if you want more information about the list or more detailed examination of your own company’s brand in the Baltic region, you are welcome to get in touch with the DDB Consulting team.
* You only live once!
