"Cuca, Tio Lucas and Pura are the national brands most referenced by consumers, while, in the general ranking, the top 3 is made up of the sports brands Nike, Adidas and Puma", says a statement from Superbrands Angola, sent to VerAngola.
In national terms, the sectors that dominated more than half of the top 20 are food, beverages and hygiene products, with the spotlight focused on brands such as Cuca, Tio Lucas and Pura.
"In the national ranking, the sectors of activity that dominate 61 percent of the top 20 are food, beverages and hygiene products, with emphasis on the brands Cuca, Tio Lucas and Pura, which appear in the top 3 in all dimensions analyzed", says the note.
"In this edition of Superbrands Angola, it is observed that seven new brands are part of the Angolan top 20: Patriota, Orion, Zipp, Madar, Yala, Tigra and Bela".
As for the general ranking, "the four sectors of activity that dominate 76 percent of the top 20 are fashion, food, drinks and hygiene products", the note points out, adding that "in this generic and spontaneous referencing, Nike, Adidas and Puma appear as the brands most referenced by the population", with Nike and Adidas being part of the top 3 "in all dimensions analyzed, while Puma appears in three of these dimensions".
In relation to the national brands that are present in the top 20 of the general ranking, the highlights are the brands Puma, Samsung, Toyota, Tio Lucas, Coca-cola, Cuca, Alimo, Pura, Itel and LG.
"Compared to the last edition, there has been a notable increase in the number of national brands in the top spontaneous reference list. If last year we had eight national brands in the top 20, this year that number has risen to 10. Therefore, it is with great satisfaction that we witness the moment in which this top list is now 50 percent occupied by national brands, which demonstrates the recognition and relevance that Angolan consumers give to national brands, as well as the importance that national companies should give to the valorization of their Brands", highlighted Pedro Diogo Vaz, Country Manager of Superbrands Angola.
"When evaluating the data from the consumer study, an analysis is also carried out by age group, noting that, in the ranking of national brands, in the top 3 and top 10, several brands are present in all age groups, showing consistent reference patterns", explains the note.
Thus, the brands Cuca, Tio Lucas, Pura, Coca-cola, Eka and Patriota appear in all age groups, while the Primavera brand does not appear in the age groups between 25-29 and 30-34 years and Unitel does not appear in the age groups between 40-44 years and 45 or more.
"These data reflect a differentiation in the relevance of brands for different age groups," said Paulo Santos, general director of Keyresearch, adding that, in the top 10 of the general ranking, "some brands maintain a presence in all age groups, while others vary according to the age group, especially luxury and national brands."
Thus, while the brands Nike, Adidas, Puma, Zara and Samsung appear in all age groups, Louis Vuitton and Gucci "are not referenced in the 40-44 and 45+ age groups."
"Still in relation to the national ranking, in an economic analysis, it can be seen that many brands are transversal to the different economic strata: Tio Lucas, Cuca and Pura are in the top 3 of the five social strata; Tio Lucas, Cuca, Pura, Coca-cola, Eka, Nocal, Patriota and Unitel are in the top 10 of the five strata; in four of the five social strata are Blue (with the exception of stratum C) and Primavera (with the exception of the upper stratum A/B)", the note also says.
"Within the scope of this study, carried out in an honest and independent manner, brands are spontaneously referenced by consumers in five dimensions: notoriety, identification, needs, uniqueness and trust. The study of this edition was carried out between July 30 and August 13, 2024, in the province of Luanda, with the weighting being made based on the socio-demographic analysis: by age, region and social stratum", explained Pedro Diogo Vaz.
"It is worth noting that – with regard to the impact of the distinction on consumers – the study data shows that 88.7 percent of consumers say they 'trust' or 'completely trust' a brand that is a Superbrand, with 95.1 percent being 'more' or 'much more' inclined to buy a superbrand", concluded Pedro Diogo Vaz.
"Every year, Superbrands Angola promotes a detailed analysis of the market and the most relevant brands, in which, through a consumer study conducted by Keyresearch, mentions of brands that spontaneously come to mind are analyzed", the note further explains.
