About to release ‘The Brands that Conquered Brazil‘ in 2022, Ecglobal listed four of the main factors necessary to become one of the darlings of consumers. Find out now!
To win over the Brazilian consumer, it is necessary to create an emotional connection with them. This love gives the brand the title of “Love Brand” – a concept that has been expanded in Brazil to entitle a brand loved by people. But what does it take to become one of the darlings of Brazilians? What criteria and factors?
Responsible for annually disclosing the NLS – Net Love Score, a study that reveals which brands conquered Brazil, Ecglobal decided to reveal some of these mysteries and explain the methodology used to measure people’s emotional connection with brands.
In May, we entered the field with the 4th edition of the NLS to identify ‘The Brands that Conquered Brazil’ in 2022, analyzing 30 categories. Unlike other performance indicators such as memory, admiration, identification and satisfaction, brand love cannot be measured as a simple, one-dimensional indicator.
Love Brands: How is emotional connection assessed?
To rank and study the most beloved brands, Ecglobal carries out a robust study that involves a structured questionnaire, qualitative immersion methodologies and online community, analyzing together with our panel of consumers four main pillars: amplitude, intensity, preference and loyalty.
- Reach: We measure the brand’s reach in relation to the total number of users in the category in which the brand competes.
- Intensity: We look at how intense the consumer’s love for the brand is, on a scale from 0 to 10 points.
- Preference: We identify users who love more than one brand in the same category.
- Loyalty: We study the behavior of users who love only a single brand in the same category.
In other words, to receive the title of most loved brand in a category, it needs to be loved in intensity and volume, in addition to being the preferred brand and winning loyalty among its consumers.
Love Brands in Ecglobal communities: understanding the relationship between people and brands
The Covid-19 pandemic had a strong impact on social and consumer relationships, boosting new habits that were previously unheard of for most consumers. All this has been closely monitored by the Ecglobal team in the last two years, promoting an active participation in people’s routine through our data intelligence, observing the materialization of these habits much more closely. The last NLS, held in 2021, served as a basis for revealing new feelings from people arising from the pandemic, highlighting brands that were important to consumers in times of confinement and social restrictions.
For NLS 2022, the objective is to deepen the understanding of the evolution of these behavioral trends and future predictions. In addition to the combination of quanti methodologies and qualitative immersions, we will explore a series of activities in the Ecglobal social network, where people share their stories, desires and feelings, while our plataform enables the segmentation of these users and machine learning algorithm learns about the consumer’s purchase journey in a paradox between the past, present and future.
In previous editions of the NLS, brands whose values were respect, quality, inspiring attitude and sincerity won the hearts of Brazilians. The ranking has changed from the pandemic scenario. With the reduction of restrictions and the return of external events, but at the same time with high inflation, what will be the values needed to become one of the brands that conquered Brazil in 2022? Wait and we’ll find out in July!
In an unprecedented format, Ecglobal will make the results of the study available in an interactive portal, through a dynamic infographic through which you can browse the data. Register for exclusive first-hand access to the results of the 4th edition of the NLS study with ‘The Brands that Conquered Brazil’ in 2022.