Again, Google has been top-ranked in the 2019 national research carried out by the VMLY&R advertising agency, observing brand preferences of Hungarian consumers. Google is followed by Samsung in the ranking, along with one Hungarian brand, ’Pick,’ reported the researching company to MTI on Tuesday.
The list is overwhelmingly dominated by the technology sector: after Google and Samsung, Youtube has been ranked in the fourth place, followed by Microsoft and Facebook.
It is not surprising that Hungarian consumers associate innovativeness with technology brands; however, interestingly, the refreshing drink Fuze Tea, which was introduced last year, also managed to get on the list of innovative brands, thanks to its media presence and strong launch campaign.
As Portfolio reports, the greatest development was realised by Huawei and Aldi. Despite its scandals, the Chinese telecom giant has doubled its scores compared to 2017, while Aldi has improved by 300 places.
However, Hungarian brands were excluded from the top-ranking: besides Pick salami, only Gyulai (38th) and Pöttyös (42nd) were ranked among the TOP 50.
In the last few years, Hungary achieved better results – in 2017, Béres was ranked among the TOP 10, while Boci, Herz, Gyulai, Gyermelyi, Pöttyös, Sió, Piros Mogyorós, Magyar Posta, and Mol were listed among the TOP 50.
Since 1993, the VMLY&R advertising agency has been carrying out the world’s largest independent brand-perception research (BrandAsset Valuator, BAV) in 50 countries. The biannual study has been repeated 10 times in Hungary. Within the framework of the survey, the perception of nearly 700 brands was examined. The research was carried out along the dimensions of uniqueness, relevance, appreciation, and awareness, which were complemented by brand attributes and consumer behaviour, providing a more accurate overall image. The survey was conducted by GfK.