1. SAMSUNG (SAMSUNG) 13.7% 0
2. ADIDAS (ADIDAS) 12.3% 0
3. NIKE (NIKE) 10.3% 0
4. APPLE (APPLE) 8.1% 0
5. YANDEX (YANDEX) 6.4% +1
6. BMW (BMW) 5.2% -1
7. XIAOMI (XIAOMI) 4.3% 0
8. OZON (OZON) 4% +9
9. PUMA (PUMA) 3.7% +5
10. MERCEDES (MERCEDES) 3.5% -2
11. LG (LG) 3.4% +7
12. BOSCH (BOSCH) 3.2% -2
13. СБЕР (СБЕР) 3.1% 0
14. TOYOTA (TOYOTA) 3.1% -5
15. ZARA (ZARA) 3% -3
16. ВКУСВИЛЛ (ВКУСВИЛЛ) 2.8%
17. SONY (SONY) 2.7% -2
18. OSTIN (OSTIN) 2.5% -2
19. ЛЕНТА (ЛЕНТА) 2.4%
20. ПЯТЕРОЧКА (ПЯТЕРОЧКА) 2.2%
1. SAMSUNG (SAMSUNG) 13% 0
2. ADIDAS (ADIDAS) 11% +1
3. NIKE (NIKE) 10% -1
4. APPLE (APPLE) 8% 0
5. BMW (BMW) 6% +12
6. YANDEX (YANDEX) 4%
7. XIAOMI (XIAOMI) 4% -2
8. MERCEDES (MERCEDES) 4%
9. TOYOTA (TOYOTA) 3%
10. BOSCH (BOSCH) 3% -3
11. AUDI (AUDI) 3%
12. ZARA (ZARA) 3% -6
13. СБЕР (СБЕР) 3%
14. PUMA (PUMA) 2% -3
15. SONY (SONY) 2% -5
16. OSTIN (OSTIN) 2% -3
17. OZON (OZON) 2%
18. LG (LG) 2% -10
19. KIA (KIA) 2%
20. GLORIA (GLORIA) 2% -5
1. SAMSUNG (SAMSUNG) 14.9% 0
2. NIKE (NIKE) 12.7% +1
3. ADIDAS (ADIDAS) 12.6% -1
4. APPLE (APPLE) 8.8% 0
5. XIAOMI (XIAOMI) 5.5% 0
6. ZARA (ZARA) 4.7% +2
7. BOSCH (BOSCH) 4.6% +2
8. LG (LG) 3.9% +2
9. IKEA (IKEA) 3.7% +11
10. SONY (SONY) 3.7% -4
11. PUMA (PUMA) 3.6% +2
12. COCA-COLA (COCA-COLA) 3.2% -5
13. OSTIN (OSTIN) 3.1% +4
14. REEBOK (REEBOK) 2.6% 0
15. GLORIA (GLORIA) 2.3% 0
16. ВКУСВИЛЛ (ВКУСВИЛЛ) 2.2%
17. BMW (BMW) 2.1%
18. H&M (H&M) 2% -7
19. MCDONALDS (MCDONALDS) 1.9% -7
20. ПРОСТОКВАШИНО (ПРОСТОКВАШИНО) 1.8% -1
1. SAMSUNG (SAMSUNG) 16.2% 0
2. ADIDAS (ADIDAS) 15% 0
3. NIKE (NIKE) 11.2% 0
4. APPLE (APPLE) 8.4% 0
5. XIAOMI (XIAOMI) 5% +2
6. SONY (SONY) 4.6% 0
7. COCA-COLA (COCA-COLA) 4.4% +1
8. ZARA (ZARA) 4.2% +2
9. BOSCH (BOSCH) 3.6% -4
10. LG (LG) 3.5% -1
11. H&M (H&M) 3.3% +1
12. MCDONALDS (MCDONALDS) 2.9% +3
13. PUMA (PUMA) 2.9% -2
14. REEBOK (REEBOK) 2.4% +5
15. GLORIA (GLORIA) 2.3%
16. LAYS (LAYS) 2.3%
17. OSTIN (OSTIN) 2% -3
18. TOYOTA (TOYOTA) 2%
19. ПРОСТОКВАШИНО (ПРОСТОКВАШИНО) 1.9%
20. IKEA (IKEA) 1.8%
1. SAMSUNG (SAMSUNG) 17.9% 0
2. ADIDAS (ADIDAS) 12.2% 0
3. NIKE (NIKE) 11.7% 0
4. APPLE (APPLE) 9.7% 0
5. BOSCH (BOSCH) 5.8% +1
6. SONY (SONY) 4.8% -1
7. XIAOMI (XIAOMI) 4.6% +1
8. COCA-COLA (COCA-COLA) 4.6% -1
9. LG (LG) 4.1% 0
10. ZARA (ZARA) 3.1% 0
11. PUMA (PUMA) 2.9% 0
12. H&M (H&M) 2.5% +5
13. HUAWEI (HUAWEI) 2.4%
14. OSTIN (OSTIN) 2.4% -1
15. MCDONALDS (MCDONALDS) 2% +5
16. BMW (BMW) 2% +2
17. PEPSI (PEPSI) 1.9%
18. ASUS (ASUS) 1.9% -4
19. REEBOK (REEBOK) 1.8% -4
20. LEVI'S (LEVI'S) 1.7%
1. SAMSUNG (SAMSUNG) 18.5% 0
2. ADIDAS (ADIDAS) 12.1% 0
3. NIKE (NIKE) 11.1% 0
4. APPLE (APPLE) 9.3% 0
5. SONY (SONY) 6% 0
6. BOSCH (BOSCH) 6% +1
7. COCA-COLA (COCA-COLA) 4.5% -1
8. XIAOMI (XIAOMI) 3.5% +3
9. LG (LG) 3.5% -1
10. ZARA (ZARA) 3.4% -1
11. PUMA (PUMA) 2.7% +8
12. PHILIPS (PHILIPS) 2.6% +3
13. OSTIN (OSTIN) 2.4% -3
14. ASUS (ASUS) 2.4% +2
15. REEBOK (REEBOK) 2.1% -1
16. NESTLE (NESTLE) 2.1%
17. H&M (H&M) 2% -5
18. BMW (BMW) 1.9% -1
19. TOYOTA (TOYOTA) 1.9%
20. MCDONALDS (MCDONALDS) 1.9% -2
1. SAMSUNG (SAMSUNG) 18.3% 0
2. ADIDAS (ADIDAS) 11.1% 0
3. NIKE (NIKE) 9.6% 0
4. APPLE (APPLE) 9.6% 0
5. SONY (SONY) 7.2% 0
6. COCA-COLA (COCA-COLA) 5% 0
7. BOSCH (BOSCH) 4.7% +1
8. LG (LG) 4.6% -1
9. ZARA (ZARA) 3.8% 0
10. OSTIN (OSTIN) 3.2% +7
11. XIAOMI (XIAOMI) 2.9%
12. H&M (H&M) 2.8% +1
13. CHANEL (CHANEL) 2.6% +6
14. REEBOK (REEBOK) 2.5% 0
15. PHILIPS (PHILIPS) 2.4% -5
16. ASUS (ASUS) 2.2% -4
17. BMW (BMW) 2.1% +1
18. MCDONALDS (MCDONALDS) 1.9%
19. PUMA (PUMA) 1.8% +1
20. MERCEDES (MERCEDES) 1.8%
1. SAMSUNG (SAMSUNG) 19% 0
2. ADIDAS (ADIDAS) 10.5% 0
3. NIKE (NIKE) 10.1% +2
4. APPLE (APPLE) 8.6% 0
5. SONY (SONY) 7.7% -2
6. COCA-COLA (COCA-COLA) 5.7% +2
7. LG (LG) 4.3% 0
8. BOSCH (BOSCH) 3.8% -2
9. ZARA (ZARA) 3.7% +1
10. PHILIPS (PHILIPS) 3.2% -1
11. NOKIA (NOKIA) 2.8% +3
12. ASUS (ASUS) 2.6% +1
13. H&M (H&M) 2.5% -2
14. REEBOK (REEBOK) 2.4% +2
15. TOYOTA (TOYOTA) 2.4%
16. NESTLE (NESTLE) 2.4% -1
17. OSTIN (OSTIN) 2.2% -5
18. BMW (BMW) 2.2% 0
19. CHANEL (CHANEL) 2.1% -2
20. PUMA (PUMA) 2%
1. SAMSUNG (SAMSUNG) 17% 0
2. ADIDAS (ADIDAS) 10.5% +2
3. SONY (SONY) 10% -1
4. APPLE (APPLE) 9.7% -1
5. NIKE (NIKE) 9.4% 0
6. BOSCH (BOSCH) 4.9% +1
7. LG (LG) 4.2% +1
8. COCA-COLA (COCA-COLA) 3.7% +1
9. PHILIPS (PHILIPS) 3.5% +1
10. ZARA (ZARA) 3.1% +2
11. H&M (H&M) 3%
12. OSTIN (OSTIN) 3%
13. ASUS (ASUS) 2.7% -2
14. NOKIA (NOKIA) 2.5% -8
15. NESTLE (NESTLE) 2.5% +2
16. REEBOK (REEBOK) 2.4%
17. CHANEL (CHANEL) 2.1% +2
18. BMW (BMW) 1.9% -3
19. L'OREAL (L'OREAL) 1.9%
20. ECCO (ECCO) 1.9%
1. SAMSUNG (SAMSUNG) 20.1% 0
2. SONY (SONY) 9.6% +1
3. APPLE (APPLE) 9.5% +3
4. ADIDAS (ADIDAS) 8.4% -2
5. NIKE (NIKE) 8% -1
6. NOKIA (NOKIA) 5% -1
7. BOSCH (BOSCH) 4.7% 0
8. LG (LG) 4.5% +1
9. COCA-COLA (COCA-COLA) 4.2% -1
10. PHILIPS (PHILIPS) 3.8% 0
11. ASUS (ASUS) 3% +3
12. ZARA (ZARA) 2.7% +1
13. LENOVO (LENOVO) 2.5%
14. MERCEDES (MERCEDES) 2.2%
15. BMW (BMW) 2.2% +3
16. PANASONIC (PANASONIC) 2.1% -5
17. NESTLE (NESTLE) 1.9% -1
18. TOYOTA (TOYOTA) 1.9%
19. CHANEL (CHANEL) 1.9% -4
20. IKEA (IKEA) 1.8%
1. SAMSUNG (SAMSUNG) 18.2% 0
2. ADIDAS (ADIDAS) 11.9% +1
3. SONY (SONY) 9.3% -1
4. NIKE (NIKE) 7.3% +2
5. NOKIA (NOKIA) 7.1% -1
6. APPLE (APPLE) 6.9% -1
7. BOSCH (BOSCH) 5.4% 0
8. COCA-COLA (COCA-COLA) 4.1% +3
9. LG (LG) 4% 0
10. PHILIPS (PHILIPS) 3.4% -2
11. PANASONIC (PANASONIC) 2.8% -1
12. REEBOK (REEBOK) 2.6%
13. ZARA (ZARA) 2.5% -1
14. ASUS (ASUS) 2.3% -1
15. CHANEL (CHANEL) 2.3%
16. NESTLE (NESTLE) 2% -1
17. NIVEA (NIVEA) 2%
18. BMW (BMW) 2% -1
19. OSTIN (OSTIN) 1.9%
20. ECCO (ECCO) 1.9%
1. SAMSUNG (SAMSUNG) 18.5% 0
2. SONY (SONY) 10.2% +1
3. ADIDAS (ADIDAS) 9.4% +1
4. NOKIA (NOKIA) 8.2% -2
5. APPLE (APPLE) 6.7% 0
6. NIKE (NIKE) 6.5% 0
7. BOSCH (BOSCH) 5% 0
8. PHILIPS (PHILIPS) 4.8% 0
9. LG (LG) 4.4% 0
10. PANASONIC (PANASONIC) 3.8% +1
11. COCA-COLA (COCA-COLA) 3.2% -1
12. ZARA (ZARA) 2.7% +1
13. ASUS (ASUS) 2.7% -1
14. TOYOTA (TOYOTA) 2.4% 0
15. NESTLE (NESTLE) 2.3% +3
16. CHRISTIAN DIOR (CHRISTIAN DIOR) 2%
17. BMW (BMW) 1.9% -1
18. H&M (H&M) 1.8%
19. CANON (CANON) 1.8%
20. HTC (HTC) 1.7%
1. SAMSUNG (SAMSUNG) 18.8% 0
2. NOKIA (NOKIA) 10.3% +1
3. SONY (SONY) 9.7% -1
4. ADIDAS (ADIDAS) 8.5% 0
5. APPLE (APPLE) 6.2% +3
6. NIKE (NIKE) 5.1% +3
7. BOSCH (BOSCH) 5% -1
8. PHILIPS (PHILIPS) 4.7% -1
9. LG (LG) 4.7% +1
10. COCA-COLA (COCA-COLA) 3.9% +2
11. PANASONIC (PANASONIC) 3.8% -6
12. ASUS (ASUS) 2.5% +1
13. ZARA (ZARA) 2.4%
14. TOYOTA (TOYOTA) 2.2% 0
15. HP (HP) 2.1% +2
16. BMW (BMW) 2.1% +4
17. ACER (ACER) 2.1%
18. NESTLE (NESTLE) 2%
19. REEBOK (REEBOK) 2%
20. MERCEDES (MERCEDES) 1.9%
1. SAMSUNG (SAMSUNG) 16.9% +1
2. SONY (SONY) 12.5% +1
3. NOKIA (NOKIA) 12.2% -2
4. ADIDAS (ADIDAS) 8.9% 0
5. PANASONIC (PANASONIC) 5% 0
6. BOSCH (BOSCH) 4.9% +1
7. PHILIPS (PHILIPS) 4.5% -1
8. APPLE (APPLE) 4% +5
9. NIKE (NIKE) 3.7% -1
10. LG (LG) 3.7% 0
11. GILLETTE (GILLETTE) 3.5%
12. COCA-COLA (COCA-COLA) 3.4% -3
13. ASUS (ASUS) 2.9% +1
14. TOYOTA (TOYOTA) 2.1% -3
15. CANON (CANON) 2% +4
16. NIVEA (NIVEA) 2%
17. HP (HP) 2% -5
18. L'OREAL (L'OREAL) 2% -2
19. CHRISTIAN DIOR (CHRISTIAN DIOR) 1.9%
20. BMW (BMW) 1.8% -3
1. NOKIA (NOKIA) 15% +2
2. SAMSUNG (SAMSUNG) 14.7% -1
3. SONY (SONY) 12.9% -1
4. ADIDAS (ADIDAS) 6.4% +2
5. PANASONIC (PANASONIC) 5.5% -1
6. PHILIPS (PHILIPS) 4.9% +4
7. BOSCH (BOSCH) 4.2% +1
8. NIKE (NIKE) 4% +5
9. COCA-COLA (COCA-COLA) 3.6% +7
10. LG (LG) 3.6% +4
11. TOYOTA (TOYOTA) 3.3% -6
12. HP (HP) 2.8% -1
13. APPLE (APPLE) 2.7%
14. ASUS (ASUS) 2.6% -5
15. MERCEDES (MERCEDES) 2.5% +3
16. L'OREAL (L'OREAL) 2.5%
17. BMW (BMW) 2.4% +2
18. CHANEL (CHANEL) 2.2%
19. CANON (CANON) 2.1% -12
20. NESTLE (NESTLE) 2%
1. SAMSUNG (SAMSUNG) 15.4% +1
2. SONY (SONY) 14.7% -1
3. NOKIA (NOKIA) 13.7% 0
4. PANASONIC (PANASONIC) 5.8% 0
5. TOYOTA (TOYOTA) 5.3% +1
6. ADIDAS (ADIDAS) 5.1% -1
7. CANON (CANON) 3.9% +4
8. BOSCH (BOSCH) 3.8% +2
9. ASUS (ASUS) 3.7% +8
10. PHILIPS (PHILIPS) 3.5% +6
11. HP (HP) 3.5% +3
12. SONY ERICSSON (SONY ERICSSON) 3.3% +3
13. NIKE (NIKE) 3.1% -1
14. LG (LG) 2.8% -5
15. NISSAN (NISSAN) 2.2%
16. COCA-COLA (COCA-COLA) 2.1% -3
17. REEBOK (REEBOK) 2.1%
18. MERCEDES (MERCEDES) 2.1% -10
19. BMW (BMW) 2% -12
20. HONDA (HONDA) 1.9%
1. SONY (SONY) 15.1%
2. SAMSUNG (SAMSUNG) 14.5%
3. NOKIA (NOKIA) 11.7%
4. PANASONIC (PANASONIC) 6.6%
5. ADIDAS (ADIDAS) 5.1%
6. TOYOTA (TOYOTA) 4.7%
7. BMW (BMW) 4.2%
8. MERCEDES (MERCEDES) 4%
9. LG (LG) 3.9%
10. BOSCH (BOSCH) 3.5%
11. CANON (CANON) 3.1%
12. NIKE (NIKE) 3.1%
13. COCA-COLA (COCA-COLA) 2.8%
14. HP (HP) 2.8%
15. SONY ERICSSON (SONY ERICSSON) 2.8%
16. PHILIPS (PHILIPS) 2.7%
17. ASUS (ASUS) 2.5%
18. SIEMENS (SIEMENS) 2.5%
19. AUDI (AUDI) 2.2%
20. TOSHIBA (TOSHIBA) 2.1%


Проценты даны от числа респондентов, назвавших один из брендов TOP20.

Цитата:

Кевин Робертс Кевин Робертс
генеральный директор компании «Saatchi & Saatchi»

« Я уверен, что бренды, заслужившие любовь потребителей, могут продаваться по более высокой цене. И я также убежден, что в каждой товарной группе есть только один Lovemark »

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История:

Смарт - машинка маленькая, двухместная, у неё даже капота нет, выглядит как игрушечная. Есть одна, постоянно повторяющаяся ситуация, которая очень забавляет. Стою на светофоре, а рядом ждёт зеленого сигнала какой-нибудь дорогущий джип, загорается зеленый, и я с бешеной скоростью трогаюсь с места. Надо видеть лицо владельца этого дорогущего джипа, когда он догоняет меня на следующем светофоре! После этого он прилагает все усилия для того, чтобы уйти со светофора первым. Выглядит всё это довольно смешно.

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