MADRID: Car and telecoms brands feature strongly in the latest list of the 15 most visible brands in Spain, although the retailers continue to take the top spots.
The rankings are compiled by researcher IMOP as part of its Top of Mind study which utilises 39,000 interviews a year to analyse brand awareness and advertising campaigns based on unprompted recall.
El Corte Inglés, the department store group, headed the January list, reported Marketing News, scoring 21.59%, a two point increase on its average figure for the preceding 12 months. In second place, French retailer Carrefour registered a similar rise to 19.64%.
These increases will be due in part to the recent winter sales – a Kantar Worldpanel report said 70% of Spaniards were expected to shop during these, often spending more than expected.
Media Markt, the German consumer electronics chain, had risen from sixth in the corresponding month in 2013 to take third place with 15.97% awareness, while German discount supermarket Lidl was in seventh with 11.65%. French sports retailer Decathlon had jumped from 20th to 11th with 7.21%.
Movistar was the leading telecoms brand, in fourth spot scoring 13.65%, followed by Vodafone in sixth (12.82%), Orange in eighth (8.89%) and Jazztel in tenth (7.42%).
Local marque Seat was the leading auto brand, in ninth place scoring 7.44% awareness. Renault followed in 12th (7.17%), while BMW had leapt from 25th to 13th (7.01%) and Mercedes was in 14th place (6.763%)
FMCG brands were conspicuous by their near absence. Only Coca-Cola in 5th spot (13.36%) and Danone in 15th (6.73%) made the cut.
Data sourced from Marketing News; additional content by Warc staff