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.