Which brands fascinated us in 2024, which we recommend fully further and which ones do we feel connected to at an emotional level? The answers are provided by the Brand.Diamonds Ranking of the Online Research Institute Marketagent.
For a year, the Austrians were asked about the best and most popular brands in the country by app tool. The result is more than 230,000 reviews of 1,266 brands from the everyday life of Mr. and Mrs. Austria. The special thing about it: brands across all industries are queried-from food to digital areas to non-profit organizations, everything is included-with the aim of determining Austria’s top brands and the “Brand.Diamonds” of the year To choose 2024.
These brands have the front*:
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Connection with the brand: WhatsApp
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Attraction: Manner
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Emotionality: Austrian red cross
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Brand fascination: Google
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Close to the brand: Manner
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Down -to -earthness: Stiegl
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Credibility: Chamber of Labor
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Competence: Bosch
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Nerveness: Tiktok
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Brand cycle “Spring”: Lidl
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Unique position: Manner
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Brand loyalty: Google
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Recommendation: Manner
*Selection from more than 20 rankings
Tech vs. tradition: which brands Austria feel connected to
The digital world has undoubtedly moved close to us and has fundamentally changed our lives. This is also reflected in brand perception. Digital providers enjoy a particularly high emotional binding: The Instant Messaging Service (81%) and Internet giant Google (79%) occupy two of the three top positions in terms of brand connection. But Austrian companies also assert themselves in this ranking: the food dealers Hofer (73%) and Spar (71%) as well as the traditional sweetware manufacturer Manner (71%) are among the top 5 brands with which the Austrians are particularly tight feel connected.
Confident classics meet in the heart of the heart
In terms of attractiveness, two Austrian candy brands make the hearts of the Austrians beat faster: the cut manufacturer Manner (85%) and the Eskimo (83%) ice mark (83%) lead the brands ranking with the strongest attraction. In doing so, they even surpass the tech giant Google (82%), which is in third place. With Soletti (81%), another domestic brand makes it under the top 5 and underlines the strong emotional bond of the Austrians to familiar domestic brands.
Emotionality as a success factor: VW group dominates car brand ranking
“Emotional branding is becoming increasingly important in order to permanently bind consumers to their own brand. The automotive industry is a prime example here. While it is difficult to break away from product properties, the brand image is becoming increasingly important. That is why automotive manufacturers have been increasingly relying on the creation of worlds of experience and triggering feelings in connection with their brands
”, Explains Thomas Schwabl, managing director of marketing agent.
This seems to be particularly good for the brands of the VW Group. With VW (53%), Audi (52%), ŠKODA (40%) and Porsche (39%), the top positions of the Brand.Diamond Automarken ranking are firmly in the hands of the Wolfsburg automotive manufacturer in terms of emotionality. BMW completes the top 5 with 37% consent.
Close to the brand: Do you want to go with me?
The proximity to the brand is a central factor for long -term customer loyalty and brand loyalty and it works in a similar way to interpersonal relationships: we feel drawn to brands that reflect our values and create trust – comparable to friendships. The Market Diamonds Ranking clearly shows that it is mainly domestic brands with which the Austrians are happy to surround themselves. Again it is the cut manufacturer Manner who lies at the top of the ranking (79%), closely followed by the Austrian Red Cross (76%) and the mineral water brand Vöslauer (75%). And also with an Eskimo ice cream (74%) or on Soletti-Stangerl nibbles (73%) you are welcome in this country.
Brands in the upswing: price awareness and sustainability in the trend
Brands go through various development phases over time – a process that is symbolized in the brand.diamonds with the four seasons. Brands in “spring” stand for growth and upswing, and currently pricing providers dominate. In view of the increasing cost of living, this is not surprising. At the top is the Lidl discount (35%), followed by Hot (32%), the mobile phone tariff of Hofer. Spar veggie (32%), the vegetarian own brand of the domestic supermarket chain, completes the top 3 and at the same time reflects another central trend: sustainability. With DM Bio (31%), the GMO-Free seal of approval (31%) and Spar Natur*PUR (29%) there are three other environmentally conscious brands among the top 10.
With unrestricted recommendation
“If brands are personally recommended in the family and friends, an important milestone is cracked in the direction of brand success. This feat was successful. The traditional brand in the iconic pink packaging design as a winner of the Marketagent Brand.diamonds and domestic brand star 2024 crystallizes. No other brand managed to convince over so many dimensions last year
”, Thomas Schwabl summarizes.