Google, Decathlon and Adidas lead the brand podium top rated in Spain, Netflix is the one that grows the most and 20% improves its positioning. This is confirmed by the latest study Havas Group, which measures the level of relevance of brands for people at a global and local level. The result is given in context of uncertainty and mistrust of consumers, who show a behaviour increasingly individual and short-term.
These data are derived from report “Meaningful Brands 2021- Spain: Keys to be relevant in an era of uncertainty”the ninth edition of a study that the Havas Group has been carrying out since 2008 based on the Meaningful Brand Index (MBI), an index that is built from the evaluation of brands by consumers in more than 90 attributes, grouped in 14 dimensions. The objective is to analyze the connection of companies with the well-being of people.
Although the note analyzes the general results of Spain, the study is carried out in 30 different markets. In this edition, 2,000 brands were analyzed, from 21 sectors in 30 markets, through the opinion of 395,000 consumers. Specifically in Spain, 365 brands were studied through 31,000 citizens, among whom more than 98,000 evaluations have been carried out.
The 30 best valued brands
The final ranking of the 30 best valued brands in Spain is headed by three international giants such as Google, Decathlon and Adidas. In any case, among these positions of honor are Spanish brands such as (8th), Valor (15th), (16th), KH7 (27th) or Asturiana (30th).
Compared to the previous edition (2019), WhatsApp falls off the podium (goes from 2nd to 8th place) and LaLiga disappears from the top 30 after having occupied the 6th place.
According to the analysis of Marga Ollero, Chief Data & Insights Officer at Havas Media Group“In this ranking we observe those drivers that we have seen reflected in the study, such as brands in the cleaning sector (Fairy, Sanitol, KH7), the importance of taking care of the home (, Leroy Merlin), the need to be connected and informed (Google, Wikipedia, Microsoft, Samsung), agile purchase and delivery (Amazon, Paypal, Correos), and above all the world of entertainment (Netflix, YouTube), the one with the indulgence (Value Chocolates, Lindt), sports and the desire to go out into nature (Decathlon, Adidas, Nike), the feeding (Mercadona, Lidl) and those other great brands of all life that give us security and tranquility (Danone, Central Lechera Asturiana, Nivea, Nestlé, Nescafé). In terms of evolution, brands that grow within that Top 30: Netflix, the one that has experienced the most growth due to this need for entertainment”.
What the consumer values most in a brand
What differentiates the most ‘meaningful’ brands is that their performance in functional and personal benefits It is 13% above the rest of the brands. What they are looking for is the close, the useful and the tangible.
Delving into which attributes of each of these benefits stand out the most, in the functional ones those that have to do with trust stand out: brands that deliver what they promise in product and service, and safe and responsible brands. As far as the personal ones are concerned, those brand attributes stand out that help the consumer to make life easierThey make you feel happier and give you peace of mind.
Beyond the top 30, the study shows that there are brands that are awarded for their rapid response capacity to adapt to changes. This is the case of the Telco operators (Movistar, Lowi, Amena); rapid restoration (grow KFC, Burger King, Deliveroo) and other more enjoyable brands, which in past editions were penalized such as Coca-Cola, Nocilla or spirits, grow in this edition. Also FMCG retail brands improveWhat and Aldi and others of traditional food What The Well and White Hen.
Explosion of content and entertainment
The result of the study shows a exponential growth in the areas of content and entertainment, in which highlights YouTubeone of the brands that since 2015 has been at the top of the most relevant for consumers.
In this sense, the General Director of Google Spain and Portugal, Fuencisla Clemares commented that “We have seen impressive growth on the platform, over 40%. There is such a wealth of content on YouTube, mostly created by users themselves, that we cater to all consumer interests and passions. It’s tremendously personal and immediate and it’s on all devices. Therein lies a large part of its success as a meaningful brand”.
On the other hand, the CEO of Movistar+, Christina Burzaco, assured that the company had a growth of 50% and warns that «there is beginning to be a fatigue of entertainment derived from the extensive offerand users ask for help to tidy up and simplify the experience“, which implies a commitment of companies to find a way differentiate and personalize each experience of the user.
A year marked by uncertainty and skepticism towards brands
“We are in an era of consumer cynicism or skepticism towards brands“, He said President of Havas Group Spain, Alfonso Rodés. The chaotic global panorama, exacerbated in 2020 and still ongoing (global pandemic, political friction, misinformation, increased social demand), has generated uncertainty and vulnerability in the citizen, who does not trust governments and institutions.
According to the study, three quarters of the world’s citizens -in Spain this perception is even greater- believe that we are experiencing a global crisis in four areas key: the Public healthcare (86% Spain / 78% Global); the Economy (86% Spain / 77% Global); the Politics (82% Spain / 72% Global) and the Environment (79% Spain / 72% Global).
In our country, 71% of consumers are tired of empty promises of the brands, 75% believe that these should act now for the good of society and the planet, and 82% expect brands to show support people in times of crisis.
On the other hand, and in a contradictory way, the need for personal benefits is growing: the individual and short-termism now mark the motivations and behaviors of consumption.
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