According to research by Kantar Emor, after a four-year break, Kalev topped the list of the most favorite brands of Estonians. The survey, conducted for the 15th time, determined the favorite brands of Estonians. YouTube, which has remained the most popular brand in recent years, took second place this year behind Kalev, with Kalev's lead over its closest competitor being small. Gmail took third place, slightly ahead of last year's Swedbank. Smart-ID also entered the top five. Katrin Männaste, scientific expert at Kantar Emor, said that Kalev appeals equally to both young (under 25) and older (over 50) age groups. Kalev's leadership is largely based on its high popularity among these age groups. YouTube is still a favorite of young men, often non-Estonians. “The top ten most popular brands consist mainly of the same brands as last year, but certain changes can still be observed in the competition,” said Männaste. For example, Gmail and Google swapped places this year, with people more likely to choose Google's email service as their favorite than the umbrella brand itself. The digital identification brand Smart-ID entered the top five most loved brands for the first time, gaining popularity among people over 50 years of age. When looking at the top ten most attractive brands, people in Estonia continue to value digital and technology brands the most, with four of them in the top ten. Apart from the already mentioned YouTube, Gmail and Smart-ID, Apple remains firmly in the top ten. Fierce competition remains between retail chains. “Preference for Lidl, which grew in popularity last year and overtook Coop, appears to have cooled somewhat, with Lidl trailing Coop again this year. Of the brands not included in the top ten, Maxima (11th place) managed to maintain a stable appeal, sympathy for Selver (12-13th place) began to grow again,” commented Männaste. Among the yet to be named brands in other areas, ERR remains a stable favorite, and after a break of several years, among our favorite brands, in addition to Swedbank, we can find another banking brand – LHV. To find out the most popular brands, Kantar Emor conducted an online survey in which respondents were asked to choose from a given list of up to five brands that they liked best, choosing from more than 160 names and logos. The list is based on the experience gained from various studies of Kantar Emor brands. The study involved 1,034 Estonian residents aged 15 to 74 years. Read RusDelfi wherever it is convenient for you. Follow us on Facebook, Telegram, Instagram and even TikTok.
