Havaianas

Havaianas is the brand most loved by Brazilians

Thursday, May 02, 2013 - 13:19
The survey analyzed aspects such as quality, launch of new products, capacity to make consumers feel well and to exceed expectations, among other The survey analyzed aspects such as quality, launch of new products, capacity to make consumers feel well and to exceed expectations, among other Photo: Paulo Vitale/Arquivo CDMCC

The brand most loved by Brazilians is the Havaianas sandals, according to survey 'Most Loved Brands in Brazil', carried out by the applied knowledge agency Officina Sophia, upon request of Consumidor Moderno magazine.

The survey was conducted with 1,475 interviews distributed in the main regions of Brazil, with men and women between 18 and 59, from the ABC classes.
The purpose was to find out the secrets of the good relationship with consumers. The five most loved brands are Havaianas, MAC, O Boticário, Nestlé and Rolex.

According to the agency, Brazilian consumers value the potential of cultural experience that a brand can offer. This means they can love a brand even without consuming its products.

"In the case of Rolex, for example, consumers live dreams and fantasies with the brand and aspire to the meaning that using a watch like this can have on society", comments Roberto Meir, international expert in consumption and retail relations.

According to Paulo Secches, president of Officina Sophia and responsible for the survey, there's little romance in the relation with the brands. "If the brand does not offer a quality product or service, the love ceases to exist", he says.

The survey analyzed 48 attributes. In addition to quality, aspects analyzed included constant launching of new products, capacity to express, say something about who consumers are, capacity to express who consumers are for their social group and other people, capacity to make consumers fell well, capacity to exceed expectations and active presence on social networks.

The details on the "Most Loved Brands in Brazil" survey, including rankings divided by sectors, will be published in the April edition of Consumidor Moderno magazine.

Source: Portal Estadão: http://economia.estadao.com.br/noticias/economia-geral,havaianas-e-a-marca-mais-amada-pelos-brasileiros,152406,0.htm

Camargo Corrêa Group operates in apparel, footwear, and accessories through Alpargatas S.A., which manages brands associated with innovation, design, technology, and communication: Havaianas, Dupé, Topper, Rainha, Mizuno, Timberland, and Sete Léguas.