Ozon, Yandex and Sber Top the List of Russians' Favorite Brands
Ozon, Yandex and Sber took the top three spots in the ranking of Russians' favorite brands according to NAFI and ACAR. Samsung and Adidas rounded out the top five.
Ozon, Yandex and Sber took the top three spots in the ranking of Russians' favorite brands. The data is presented in a study by the NAFI analytical center, prepared with industry support from the Association of Communication Agencies of Russia (ACAR). RBC reports the results.
Samsung and Adidas rounded out the top five. A year ago, the top 5 looked almost the same, but in a different order: Samsung, Yandex, Sber, Ozon and Adidas. The Korean electronics manufacturer led back then but has now dropped to fourth place. Ozon, on the contrary, rose from fourth position to first.
Ranking Structure
Everyday consumer goods made up the largest share of the ranking — 32%. This category included Prostokvashino (12th place), Coca-Cola (19), Dobry (20), Nivea (24), Yashkino (29), Lyubyatovo (30), Chistaya Liniya (32), L'Oréal (33), Mixit (37) and Milka (38).
Retail trade accounted for 30% of the list. Magnit took 7th place, Nike — 8th, Pyaterochka — 9th, Lenta — 13th, Gloria Jeans — 25th.
Digital services and technology gathered 16% of the ranking. In addition to the leaders — Ozon, Yandex and Sber — this segment included Wildberries (6th place), T-Bank (14) and MTS (17).
Electronics and home appliance manufacturers received 12%. Apple took 10th place, Sony — 11th, Xiaomi — 15th. Automotive brands garnered 6%: Toyota was in 16th place, BMW — 21st, Mercedes-Benz — 27th.
Outside the Categories
The Vkusno i Tochka fast-food chain from the food service segment landed in 18th place. Gazprom — the only energy company on the list — took 46th place.
The ranking reflects the structure of Russian consumer preferences: e-commerce, IT services and retail dominate, while traditional FMCG brands hold their positions thanks to their mass appeal and daily contact with customers.
Original: rbc.ru
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