Brazilianess

Havaianas is among the most admired Brazilian brands according to market surveys

Monday, May 25, 2015 - 16:41
Havaianas is the only Brazilian brand which features among the 10 most admired by Brazilians Havaianas is the only Brazilian brand which features among the 10 most admired by Brazilians

Havaianas is the only genuinely national brand in the ranking of the 10 most admired in Brazil. Placed seventh, tied with Mercedes-Benz, "the original flip flops" are recognized for adding an international flavor to the product, an aspect that according to the survey highlights visibility and market potential.

This unique study was prepared by the market research agency, Officina Sophia Retail, analyzing 48 aspects with scores from zero to ten. Aspects included themes such as brand quality, launch of new products in the market, the ability to make the consumer feel good, exceeding expectations and an active presence in the social networks.

Methodology - A total of 1,462 interviews were conducted, men and women from the ages of 18 to 59 drawn from the A, B and C social classes in the South (Porto Alegre, Curitiba and the state of Santa Catarina), Southeast (São Paulo, state capital and interior, Rio de Janeiro and Belo Horizonte) and the Northeast (Recife, Fortaleza and Salvador). In all, a total of 29 categories of products and services was analyzed. Brands with less than 100 respondents were eliminated prior to the completion of the survey. The scale ranged from -200 (0) to 200 (100), the closer to 200, the greater the intensity of the passion for the product. The position of brands listed in more than one category is weighted to determine the place in the overall ranking, incorporating the number of respondents for each category.