Leading Brands Index

Leading Brands by Romanian Internet Users 2009 Research on Romanian Internet users gemiusAdHoc Catalin Emilian Operations Manager Gemius Research February 2009

Research method The data was gathered from 26 th January till 7 th February 2009. Partners: eJobs.ro , Hot N ews .ro , Rol.ro, and wall-street.ro The final sample - 2769 questionnaires completed by Romanian internet users aged 18-45 . The structural data - Omnibus study provided by Mercury Research.

The aim of the research ,[object Object],[object Object],[object Object]

Leading brands index - was created on the basis of the most important features of ‘leading brands’ that respondents were asked to indicate at the very beginning of the questionnaire. - the index values range between 0 and 1 Base: all respondents ( 2009 N=2769 ; 2008 N=2092) ,[object Object],Source: gemiusAdHoc, February 2009, February 2008

Online presence index - was created on the features that are to the greatest extent the evidence of brand’s online presence according to respondents - the index values range between 0 and 1 ,[object Object],Base: all respondents ( 2009 N=2769 ; 2008 N=2092) Source: gemiusAdHoc, February 2009, February 2008

Unaided awareness – banks and insurance (top 10) Which brands do you know (or at least have heard of) as far as banks and insurance are concerned? ‘ Tiriac’ was indicated by many respondents as a separate brand (as it is presented on the chart) although such a brand does not exist. Based on the study it is impossible to define what particular brand (e.g. Allianz-Tiriac or Unicredit-Tiriac) respondents had in mind while indicating ‘Tiriac’. ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed ( N=435) Source: gemiusAdHoc, February 2009

Aided awareness – banks and insurance Which brands do you know (or at least have heard of) as far as banks and insurance are concerned? Base: respondents, to whom the question was randomly displayed (N=435) ,[object Object],[object Object],Source: gemiusAdHoc, February 2009

Banks and insurance – Leading Brands Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=435) Source: gemiusAdHoc, February 2009

Banks and insurance – Online Presence Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=435) Source: gemiusAdHoc, February 2009

Unaided awareness – Top 10 personal care Which brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned? Base: respondents, to whom the question was randomly displayed (N=4 49 ) ,[object Object],[object Object],Source: gemiusAdHoc, February 2009

Aided awareness – personal care/cosmetics Which brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned ? ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=449) Source: gemiusAdHoc, February 2009

Personal care/cosmetics – Leading Brands Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=449) Source: gemiusAdHoc, February 2009

Personal care/cosmetics – Online Presence Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=449) Source: gemiusAdHoc, February 2009

Unaided awareness – IT (top 10) Which brands do you know (or at least have heard of) as far as IT is concerned? In response to the question 6 % of respondents indicated Google and 8 % - Yahoo. Since they are not IT brands, their results are not included in this ranking. Base: respondents, to whom the question was randomly displayed (N=485) ,[object Object],[object Object],Source: gemiusAdHoc, February 2009

Aided awareness – IT Which of the IT brands given below do you know (or at least have heard of)? ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=485) Source: gemiusAdHoc, February 2009 Brands Windows and Microsoft were shown separately because of high number of responses „Windows” in spontaneous awareness in the last year study.

IT – Leading Brands Index ,[object Object],Base: respondents, to whom the question was randomly displayed (N=485) Source: gemiusAdHoc, February 2009 Brands Windows and Microsoft were shown separately because of high number of responses „Windows” in spontaneous awareness in the last year study.

IT – Online Presence Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=485) Source: gemiusAdHoc, February 2009

Unaided awareness – cars (top 10) Which brands do you know (or at least have heard of) as far as cars are concerned? Base: respondents, to whom the question was randomly displayed (N=4 63 ) ,[object Object],[object Object],Source: gemiusAdHoc, February 2009

Aided awareness – cars Which of the car brands given below do you know (or at least have heard of)? ,[object Object],Base: respondents, to whom the question was randomly displayed (N=463) Source: gemiusAdHoc, February 2009

Cars – Leading Brands Index ,[object Object],Base: respondents, to whom the question was randomly displayed (N=463) Source: gemiusAdHoc, February 2009

Cars – Online Presence Index ,[object Object],Base: respondents, to whom the question was randomly displayed (N=463) Source: gemiusAdHoc, February 2009

Unaided awareness – telecommunications Which brands do you know (or at least have heard of) as far as telecommunications is concerned? In response to the question respondents indicated Nokia 10% , Sony Ericsson 4%,Samsung at 3%, Motorola 1,7%,Alcatel 0,9%, Siemens 0,8% and LG 0,8%. Since they are not telecommunication brands, their results are not included in this ranking. Base: respondents, to whom the question was randomly displayed (N= 486 ) Source: gemiusAdHoc, February 2009 ,[object Object],[object Object],[object Object]

Aided awareness – telecommunications Which of the telecommunications brands given below do you know (or at least have heard of)? ,[object Object],Base: respondents, to whom the question was randomly displayed (N=486) Source: gemiusAdHoc, February 2009

Telecommunications – Leading Brands Index ,[object Object],Base: respondents, to whom the question was randomly displayed (N=486) Source: gemiusAdHoc, February 2009

Telecommunications – Online Presence Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=486) Source: gemiusAdHoc, February 2009

Unaided awareness –electronic products (top 10) Which brands do you know (or at least have heard of) as far as electronic products are concerned? Base: respondents, to whom the question was randomly displayed (N=432) ,[object Object],Source: gemiusAdHoc, February 2009

Aided awareness – electronic products Which of the electronic product brands given below do you know (or at least have heard of)? ,[object Object],[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=432) Source: gemiusAdHoc, February 2009

Electronic products – Leading Brands Index ,[object Object],Base: respondents, to whom the question was randomly displayed (N=432) Source: gemiusAdHoc, February 2009

Electronic products – Online Presence Index ,[object Object],[object Object],Base: respondents, to whom the question was randomly displayed (N=432) Source: gemiusAdHoc, February 2009

Correlations between brand ’ s position in the ranking and the brand presence on the internet Base: all respondents (N=2769) ,[object Object],[object Object],Source: gemiusAdHoc, February 2009

Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Leading Brands Index

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