Sena, Alpina and Ramo are the top three national brands preferred by Colombians.
This was revealed by the Brand Asset Valuator (BAV), the largest brand study in the world that reveals the national brands preferred by Colombians, taking into account the latest information collected by VMLY&R.
After the top three, Colombina, Noel, Chocoramo, Totto, Bancolombia and Arturo Calle remain on the D1 list.
“The continued preference for SENA can be interpreted as an indicator of the importance attached to training and professional development in Colombia, even among consumers who have not directly used the brand; a variable that became relevant during the quarantine periods and continues to this day,” the analysis says.
According to the report, the brands in this list stand out when their characteristics are analyzed in several aspects: whether the brand is active, entertaining, creative, bold and energetic, whether it cares about the customer, whether it has the level of perceived social responsibility of the company, including whether it is worth paying for, whether it is charming and whether it delivers great results.
In addition, the study is characterized by the evaluation of four indicators analyzed: differentiation, relevance, appreciation and familiarity.
He explains that while the first two build the brand’s strength for the future, the last ones help understand the trust and reputation we place in it. In this sense, leading brands are those where the four pillars are firmly anchored. The information was obtained through interviews with more than 14,000 Colombians.
Analyzing the reasons why Colombians prefer them, Julián Pulido, director of BAV at VMLY&R Colombia, points out that “this list is an indisputable confirmation of the roots in the culture that these brands have achieved.”
“Having a special place in the hearts of Colombians, whether through education, savings, fashion or social responsibility, testifies to meaningful and lasting relationships with the population, reflected in closeness and the moments in which millions of Colombians have drawn on them “For this reason, it is not uncommon for them to establish themselves as leaders in the Colombian landscape,” he points out.
