An unprecedented survey by the Sagis group measures the state of brand awareness among a representative sample of 500 people aged 18 and over. Predominance of large retail brands, unalterable sportswear brands, relative weakness of local brands. Philippe Fabing, president and director of studies of the Sagis group, comment on the results.
Why did you carry out this investigation? ?
For two reasons. The first one, out of curiosity. Such a survey always says something about the spirit of the times. When you ask people the first brand names that come to mind, you always learn some lessons from it. The second reason, This is because we have a basis for comparison carried out almost 20 years ago on this type of measurement.. Compared to 2005, asking exactly the same questions, we can see if there are any notable changes or not.
What lessons do you learn from this? ?
The clearest teaching, it’s entry into the list, extremely visible, large retail brands. In 2005, when the question was asked, there were many product brands and almost no brands. This year, when we take the thirty brands which have collected the most citations, you find two brands in the first five, namely Carrefour and Leclerc. A second lesson relates to the permanence of certain brands over time. I'm talking about Nike and Adidas at the top of the rankings, which was already the case, about twenty years ago. The attraction for these sportswear brands has not waned. Also note, in connection with the first lesson, Decathlon’s entry into the ranking. Large retail brands are reaping the fruit of the significant communication and awareness development work carried out over the last twenty years..
What do you think of the position of local brands ?
A third lesson holds, indeed, to the relatively weak presence of local brands in our top 30. We can of course consider Danone and Yoplait as local brands, since their products are made in Reunion. It not remain that, globally, you have to go down quite low in the ranking to see the first ones appear.
People interested in learning more about the detailed analyzes of the “Spontaneous brand awareness rankings in Reunion Island” can contact the Sagis group by email : pfabing@sagis.net
