Samsung, Nike, Adidas, Apple and Xiaomi in 2022 maintained their positions in the first lines of the rating “Favorite Brands of Russians”, despite the departure of some of them from Russia. The study was conducted by OMI (Online Market Intelligence), RB.RU has the results.
OMI notes that, as a rule, brands that have left the Russian market worsen their performance in the rankings or keep them at the same level. Less often, this allows them to take higher positions.
So, Nike in 2022 took second place in the rating of favorite brands of Russians, having moved up one line, Zara went from eighth place in 2021 to sixth in 2022.
At the same time, IKEA was a notable exception: the proportion of respondents who marked the brand as their favorite doubled, with the retailer moving up 11 positions at once, moving from 20th to 9th place in 2022.
In most cases, brands that leave worsen their position. For example, McDonald’s went from 12th in 2021 to 19th in 2022. Coca-Cola from 7th to 12th, H&M from 11th to 18th.
The study was conducted in August 2022.
Author:
anastasia mariana
Source: RB
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