Brands ABC cheese and Ledo, according to votes of consumers, are among the TOP 10 of the 50 top brands in Bosnia and Herzegovina. This is according to data from BRANDpuls research conducted by the independent agency Ipsos for 2016, which was conducted in the BiH market.
That tradition is important, just as much as quality, was confirmed by the choice of consumers in BiH, who despite the growing availability of different brands opted for some brands that have been known and enjoyed by many generations.
It is interesting that the cream cheese ABC found itself in a high eighth place, and Ledo frozen fish and seafood are in 10th place, pointing to the growing need of modern working families to prepare quick and delicious meals. Viewed by categories, Sarajevski Kiseljak is also among the best, holding first place in the category of mineral waters, while Jana took the top in the category of spring waters.
Whole generations have grown up with Ledo’s ice creams, and this company still manages to surprise with new innovative creations, so this year they have launched 44 new ice cream products. Ledo is also a favorite brand in category of frozen vegetables. And another company with a long tradition remained on the number one spot among domestic consumers. When they need ketchup, mayonnaise, olive oil or hard margarine for cakes, consumers first go for Zvijezda products.
The success of these Agrokor’s brands, among other things, is a result of investments in communication and relationship with its loyal consumers. The company pays great attention to educating consumers about the benefits and uses of the product. The segment of product development and related communications also contributed to the fact that Agrokor owns some of the most recognizable brands in Bosnia and Herzegovina.
Ipsos has used the BRANDscore indicator of brand strength, calculated on the basis of marketing indicators that are continuously collected through BRANDpuls study, designed to compare the strength of brands in a particular market. BRANDscore takes into account different aspects of the relationship of consumers towards the brand, behavioral and emotional. The study included 1,139 brands on the market of Bosnia and Herzegovina within 52 FMCG categories.
