The top 3 of the most referenced brands by consumers in the country is led by Pura, followed by Coca-Cola and Toyota. In addition, Nívea, LG, Nokia, Cuca, Fanta, Sharp, Vinul, Colgate, Hyundai, Tio Lucas, Dona Xepa, Nocal, Alimo, Blue, Fula, Sprite and Eka also stand out.
In terms of national brands, among the 20 most mentioned by consumers, four stand out: Pura, Cuca, Tio Lucas and Dona Xepa.
According to the study – developed by Keyresearch and which aims to understand consumers' view of the brands that are most relevant to them – in Angola, brands in the Beverages sector assumed greater relevance (47.8 percent), followed by the automotive sector (15.4 percent), Technology (14.1 percent), Food (12.3 percent) and Personal Care (10.4 percent).
According to a statement sent to VerAngola, there was no record of great variation by age groups, both in terms of brands and of the sectors referred to, demonstrating "some normalization of the market".
For example, Pura is in the top 3 of all age groups, while Coca-Cola is only in the top 3 of the age groups of 25 and over. Toyota, on the other hand, enters the top 3 of four age groups, being outside the range of 25 to 34 years.
For this analysis, a group of consumers, representative of the demographics of the country's population, were asked to spontaneously indicate the brands that first occurred to them for each category: notoriety, identification with the brand, satisfaction of needs, uniqueness and trust.
In this way, it was possible to perceive "that the brands with which the public identifies do not always have the same relevance as those that best satisfy their needs".
Thus, the analysis model allows us to understand that the reason that makes the brand relevant may vary depending on the category and generation. That is, a brand that occupies a top place does not mean that it is highlighted in all categories, and a brand that does not occupy a top place does not mean that it is not among the most prominent when analyzed category by category.
Cited in the note, Pedro Diogo Vaz, Senior Partner at Superbrands, considered that ""this 'variation' may be closely linked with the presence of the brand in people's lives and in the vision - which more and more businesses will have to have - that in order to building a brand and the relationship with the consumer is not enough just to sell or have commercial success. It is necessary to 'get into' the people's heads and hearts, so that a lasting relationship can be established".
The study took place between the 14th and 24th of February of this year, with a sample composed of men and women aged 15 and over, in a total of 18 sample points in Luanda. In the period under analysis, 1015 valid interviews were carried out.
