New Research: Fanta, Oprah and Red Cross are favorite Brands among Hispanics

Brand preferences of Hispanics are different to general market consumer brand preferences. This is what the results of the BERA (Brand relationship equity assessment) done by Vision Critical show. The survey, provided exclusively to Portada, shows that Fanta, Oprah Winfrey and American Red Cross are the three favorite brands among Hispanics (see table below). None of these three brands rank among the top 3 among general market consumers. 7,000 Hispanics responded to the survey during the second Quarter of 2013.They had more than 4,000 brands to choose from across 200 categories.

It would be wise for advertisers and agencies alike to pay attention to the ranking in today's competitive marketplace.  Ryan Barker, EVP of Marketing and Analytics at Vision Critical says that "Leading, Fantahighly profitable global brands have well-established emotional connections with customers that secure the brand’s profitability. These brands have much higher shareholder value making them ten times more valuable to shareholders than brands with equivalent sales but ones that may have more  tenuous customer relationships. This emotional connection correlates at 90% of shareholder value and is the most powerful protector of profitability to the longer term." Barker will be participating in a panel on "New approaches on how national brands can best reach local consumers" during Portada's 7th Annual Hispanic Advertising and Media Conference in NYC on Sept. 27.

Hispanics

General Market

1

Fanta

Google

2

Oprah Winfrey

Amazon.com

3

American Red Cross

Microsoft

4

Twix

NATIONAL GEOGRAPHIC

5

Tylenol

American Red Cross

6

Amazon.com

Reese's

7

bestbuy.com

Betty Crocker

8

Walmart.com

Discovery Channel

9

Subway

Jell-O

10

Kikkoman

Philadelphia Cream Cheese

11

Disney Channel

Vicks

12

Spike TV

Dawn

13

Nintendo

Apple

14

Microsoft (games)

Lego

Source: Vision Critical, BERA
The study also revealed the Most-Loved Brands in several categories, with these as #1 in each.
Airlines -- U. S. Airways
Automotive -- Porsche
Banks -- Capital One
Casual Dining -- Olive Garden
Celebrities -- Oprah Winfrey
Consumer Electronics -- Sony Fragrances
L'Oreal Hotels -- Marriott Specialty
Retail -- Best Buy
Toys -- Mattel

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