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11.01.12 | Our Products, Your Technology: Russians Love Global Technological Brands.

According to the findings of annual research study conducted by Online Market Intelligence (OMI), Russians are conservative in their emotions towards brands and prefer world-known trademarks.

In October 2011, Online Market Intelligence (OMI) presented the annual Russian LoveBrands 2011 research findings. The research has been conducted since 2008 with the aim to reveal the brands Russians characterize with the word ‘love’. Top-20 top-of-mind love brands and brand #1 in each of the 50 product categories have not changed much over the four years. Preferring world-known brands to Russian production, the respondents are invariable in their love of brands.

Top-20 love brands do not include a single brand created in Russia. Russians prefer Samsung (Ranked first, see Table 1) and Sony (Ranked second) household appliances, and when it comes to cellular phones, smartphones and pocket PCs, they choose Nokia (Ranked third). This is the conclusion made by OMI researchers when summarizing the fourth wave of the study.

There are eleven representatives of high technology sector from Nokia to Canon in Top-20; there are also two automobile producers, Toyota and BMW, as well as famous manufacturers of sports equipment, luxury items and cosmetics. Coca-Cola was the only food and beverage brand that appeared in Top-20. At the same time, domestic brands were named ‘beloved’ for a wide range of ‘food’ product categories (See Table 2).

Alexander Shashkin, Chief Executive Officer of Online Market Intelligence, comments the research findings: “People’s love of brands is a stable complex indicator that includes functional, perceptional, emotional, and behavioral attributes. It helps to evaluate the attitudes to brands as well as the strength of consumers’ emotional attachment to them. The indicator is consistent so its dynamics can be used to evaluate the efforts aimed at creating and promoting brands on the Russian market.”

Table 1. Top 20 Russia LoveBrands 2011

Source: OMI (Online Market Intelligence)

Table 2. LoveBrands 2011 in product categories

Source: OMI (Online Market Intelligence)

About Russian LoveBrands research study

• Target Audience: males/females, 18-55, medium+ income on the self-definition scale, consumers of goods and services in the chosen categories with specified frequency;
• Geography: Russia, cities with the population over 1 million inhabitants, data was weighted according to the last Census to allow statistically correct comparisons over time;
• Method: Online interview (CAWI) conducted against OMI’s online consumer panel. After the demographics block, the respondents were asked to name the trademarks (brands) they consider their beloved ones. LoveBrands were named unprompted, the number of brands to be named was limited to 10 positions. Then the respondents answered questions about the frequency of consumption of various goods and services. The questions about beloved brands in product categories were only asked to the respondents consuming goods and services within this category with a certain frequency;
• Sample: quota, stratified, N=1500 people.

The detailed information about the research methodology and findings is available at www.top20brands.ru.

About OMI:

OMI (Online Market Intelligence) is a leading Russian online panel provider for marketing research. Since 2007 the company provides online survey programming, data collection through proprietary B2B and B2C online panels in Russia, Ukraine, Kazakhstan, Belarus and the Baltic states, and real time data visualization. OMI is the only research company in Russia that holds the Gold Certificate for quality and consistency awarded by the US based online panel auditor Mktg Inc.
For more information about the company visit www.omirussia.ru

Contacts for the press:

Julia Felonina: jfelonina@omirussia.ru
Тел.: +7 (916) 581-37-32

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