Mercadona, Movistar among top Spanish brands

06 January 2010

MADRID: Mercadona, the retailer, and Movistar, the mobile phone operator, are among the brands generating the highest levels of customer loyalty in Spain.

Brand Keys, the consultancy, surveyed 3,500 adults in the European nation, in partnership with the Asociación de Marcas Renombradas Españolas, Accenture Marketing Science and Positioning Systems.

It asked respondents to select the product segments in which they frequently bought goods and services, and then to rate the brands of which they were regular customers.

Mercadona, which operates more than 1,200 supermarkets, was the most popular retailer, coming in ahead of Carrefour, with Hipercor in third.

In the mobile category, Movistar, which is owned by Telefónica Moviles España, was the company receiving the most positive feedback, with Vodafone and Orange taking the next two spots respectively.

Zara was pre-eminent among the apparel chains, beating off competition from Sfera, which is part of the same group as Hipercor, and Mango.

Iberia and Spanair were the best-regarded airlines, with Santander and BBVA achieving this status in the banking sector, and Font Vella and Vichy Catalan for bottled water brands.

Telecinco was the number one TV station with consumers, despite the fact it recently lost this position in terms of its audience share for the first time in five years, according to figures from Barlovento, the consultancy.

It came in ahead of Antena 3, which holds an audience share of 14.7% compared with Telecinco's 15.1%, with TV Cuatro, TVE1 and La Sexta making up the top five overall.

Data sourced from Brand Keys; additional content by Warc staff