December 15 19:00
Residents of large Russian cities have decided on the brands that evoke the greatest trust and sympathy in them. According to the results of a study conducted by the NAFI analytical center with the support of the Association of Communication Agencies of Russia (ACAR), the first lines of the rating were taken by technology giants and popular retailers. The top five included South Korean Samsung, Russian Yandex, Sber, the Ozon marketplace and the sports brand Adidas. Data for this analysis published RBCwere collected through a large-scale online survey.
The experts compiled a kind of “trust map” that included 50 items. The largest group on this list was manufacturers of consumer goods – they took up more than a third of all positions. Russians often named brands such as Prostokvashino, Miratorg, Dobry, as well as international Coca-Cola and Nestle. The second most popular segment was electronics and household appliances, where in addition to the leader Samsung, Apple, Sony, LG and Xiaomi were noted.
A significant share in the ranking was occupied by digital services and retail chains. Among technology companies, respondents singled out Wildberries, MTS, VK and Google, and in retail – Magnit, Pyaterochka and Lenta. The automotive industry also did not go unnoticed: Toyota, BMW, Mercedes-Benz and the domestic Lada were on the list of favorites. The study covered five thousand people and showed that almost half of the favorite brands are of Russian origin.
