The favorite brands of Russians in 2023 were Samsung, Adidas, Nike and Apple. These results are shown in an annual study by Online Market Intelligence (OMI). Also in the top 20 were three German car brands: BMW, Mersedes and Audi. However, China’s brands have not achieved significant success.
In 2023, the brands of three Russian technology companies ranked in the top 20 for the first time. Yandex took sixth place, Sber – 13th, and the Ozon marketplace – 17th. The retailer Gloria Jeans also entered the ranking, but lost its position compared to previous years.
OMI analysts noted that the brands of companies that left Russia retain high positions in the ratings. The appearance of German car brands at the top of the OMI is considered a good example that consumers “do not want to recognize the reality of the changes that are taking place and/or do not want to believe in their irreversibility.”
At the same time, the study says that entering the top three Russian technology companies at the same time indicates the desire of Russians to surround themselves with national brands.
Last year, foreign companies shed Russian assets en masse, often selling businesses to local managers or franchisees. However, the brands that emerged as a result of such transformations did not become popular among Russians, with rare exceptions.
If in 2022 and 2021 Russian consumers named Coca Cola and McDonald’s among their favorite brands, their successors “Tasty – period” and “Dobry” did not reach the top 20 in 2023.
OMI’s research methodology involves not only compiling a list of the 20 most popular brands, but also analyzing their demand by category. Analysts concluded that consumer sentiment remains conservative: the number of categories in which the leader changed in 2023 remained at the level of 2021. There were 15 such categories.
Chinese brands have negligible representation in the ratings. In the category of favorite car brands, no Chinese manufacturer made it to the top 10. However, in the categories “Mobile Phones”, “Computer Equipment” and “Electronics” there was one Chinese brand each: Realme, MSI and Haier.
In the banking services category, Sberbank, Tinkoff and VTB maintained their dominant positions.
OMI has been conducting the study “Russians’ Favorite Brands” since 2008. During each wave, 1.5 thousand people aged 18 to 55 in cities with a population of 1 million or more are surveyed using an online survey.
Author:
Natalia Gormaleva
Source: RB
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