{"id":16747,"date":"2015-05-17T13:14:05","date_gmt":"2015-05-17T16:14:05","guid":{"rendered":"https:\/\/latam.www.portada-online.com\/?p=16747"},"modified":"2015-05-17T13:14:05","modified_gmt":"2015-05-17T16:14:05","slug":"research-latin-americans-have-significantly-higher-brand-attachment-havas-study-reveals","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/latin-america\/research-latin-americans-have-significantly-higher-brand-attachment-havas-study-reveals\/","title":{"rendered":"Research: Latin Americans Have Significantly Higher Brand Attachment, Havas Study Reveals"},"content":{"rendered":"
<\/a>Havas\u2019 Meaningful Brands 2015 study<\/strong> reveals \u00a0that brands do matter in LatAm, as the disconnection to brands is lower \u00a0than globally, which means the\u00a0connection with brands is healthier than in other regions.<\/p>\n [ctalatamb]<\/p>\n Latin America\u00a0outperforms global results by\u00a07 percentage points in \u201cbrand attachment\u201d. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That\u2019s because in LatAm people still \u201cbelieve\u201d in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)<\/p>\n [comillas] In LatAm people still \u201cbelieve\u201d in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.[\/comillas]<\/p>\n The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:<\/p>\n Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio\u00a0goes down to 44% and in Peru it\u2019s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while\u00a0Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia,\u00a041\/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it\u2019s 37%.<\/p>\n [comillas]Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.[\/comillas]<\/p>\n\n\n
\n Country<\/th>\n Top Brand Per Country<\/th>\n<\/tr>\n \n Brazil<\/td>\n Nestle<\/td>\n<\/tr>\n \n Mexico<\/td>\n Nike<\/td>\n<\/tr>\n \n Argentina<\/td>\n La Serenisima<\/td>\n<\/tr>\n \n Peru<\/td>\n Gloria<\/td>\n<\/tr>\n \n Colombia<\/td>\n Google<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n