What does a brand need to be the dearest in the hearts of Brazilians? To answer these and other questions about the relationship of affection between brands and their audience, Ecglobal carried out the study developed through its exclusive indicator, the NLS – NET Love Score.
The Brands that Conquered Brazil – 2021 edition’ is now in its 3rd year and is carried out throughout the country, with a sample of 3,182 internet users who evaluated brands in 30 categories, in 9 segments of products and services.
Each positive experience lived by consumers with brands that are present in their daily lives generates an increasing identification between them, and this also includes characteristics such as purpose, social responsibility and positioning of the brand in relation to the environment and the world.
Brands that dialogue in duality with their consumers, building a relationship where all parties co-participate by talking, listening and understanding, reinforce the importance of this emotional connection with the consumer, which gains even more strength when the results of these dialogues are reflected in the products. and services offered.
Since the last edition of the study in 2020, the pandemic has become an influencing factor for some categories, favoring brands belonging to them. In this context, brands that demonstrate creating a close relationship with their consumers become increasingly present in people’s lives.
The novelty for 2021 was the entry into the study of some new categories: Delivery service applications, home cleaning products, laundry products, construction and decoration materials, the separation of streaming services in video and music and channels of pay-TV.
In the 2020 edition, in the 1st year of the pandemic, among the 10 first in our ranking, we noticed the great advance of the brands in technological categories, such as WhatsApp, Netflix and YouTube (the 3 first). During a period of isolation, these brands were fundamental and even became indispensable for people to fulfill their communication and leisure needs”, says Adriana Rocha, co-founder and executive co-president of Ecglobal.
This year, the Ranking showed a greater balance of more traditional brands, which, adapted to the new context of the pandemic, began to offer greater comfort and functionality to customers who spent more time in their homes, reinforcing their importance in the lives of consumers.
It is important to highlight the entry to the ranking of a brand that offers delivery application services – a new category researched this year. In addition, a Digital Bank brand, which ranked 9th in the previous edition, reached the top of the ranking this year.
Check out the ranking of the 10 Brands that had the highest level of engagement with consumers in Brazil in 2021.
Nubank, considered the seventh most valuable startup in the world, according to the ranking of the consultancy ‘CBS Insights’ and which in 2020 already recorded a triple growth compared to 2019, takes the lead, leaving the 9th place last year and reaching the first position in 2021. The brand has been carrying out a strong work of engagement with customers and demonstrates that the facilities offered by the digital modality, in addition to more autonomy to simplify the financial life of Brazilians, has increasingly earn the affection and trust of consumers. It is important to highlight the brand’s prominence among younger customers and those with lower purchasing power.
In second place comes Ifood conquering its place. The brand got the leadership of the Delivery Applications category, which enters the study for the first time. The pandemic brought greater prominence to this type of service, which had a significant increase in demand.
The debuts in the top 10 of the ranking were made by already traditional brands. Havaianas showed significant growth, away from brands like Nike in the footwear leadership and taking third place in the global ranking. The laundry category debuted in our study and OMO took the lead, in addition to the eighth position in the global ranking. And, back in the top 10 in 2021, Nestlé, which participated in the study as a chocolate brand and occupied the tenth position in the global ranking.
Some brands remained in the TOP 10, but taking different positions from the previous year, such as Netflix, Youtube, Coca-Cola and Samsung.
On July 15th, a panel with some of the brands highlighted in the study took place online and was attended by the marketing directors of iFood, Nestlé, BRF and Alpargatas. During the panel, the Founder and Co-CEO of Ecglobal, Adriana Rocha, presented details about the indicators and methodology applied in the study and it was possible to follow an interesting conversation, mediated by the Co-CEO of Ecglobal, Alan Liberman, where the guests share how they develop their strategies to win the hearts of their consumers.
About the study
The survey was carried out using an online methodology, with a structured questionnaire for self-completion, with 3,188 Internet users, men and women, 18+, from social classes A, B and C, residing in Brazil. Brands were evaluated in 30 categories.
Ecglobal is a global technology platform that enables the creation and management of social networks and empowered communities, with diverse purposes, providing genuine connections and collaboration between people, companies and organizations. Through this platform and its various networks and communities, it is possible to share opinions, experiences and content, as well as obtain reliable information that allows all participants to make more conscious and responsible decisions for our society.