Trademarks continue to gain ground

2. Trademark Monitor Lebensmittel Zeitung and Dialego

Trademarks are the inexpensive alternative to branded products and have already secured a place on the shelves of retailers. The reasons are manifold: while the attractive margin trading brings interesting benefits that customers benefit from the attractive price-performance ratio. Under the 2. Trademark Monitor surveyed the Lebensmittel Zeitung and Aachener research firm Dialego in March 2009 1.000 German citizens' perceptions and their buying behavior regarding trademarks.

Especially in difficult times like these bargains again boom. So buy 84 percent of Germans their daily food at the discounter. "With its consistent low-price policy and countless stores in the most attractive locations they let the big supermarkets and small supermarkets far behind (57 55 respectively percent)," said Andera Gadeib, founder and sole director of Dialego. Looking up have mainly neighborhood shops, mom and pop stores or kiosks that are visited by only twelve percent of respondents.

As early as 2008, when the Lebensmittelzeitung and Dialego conducted their first private label monitor, consumers were convinced of private labels. Thanks to their attractive prices, retailers' own brands can consolidate the trend this year: more than two thirds of those surveyed consider them cheaper than branded products. A third (33 percent) even prefer branded products in general. Their good reputation in terms of quality is one of the reasons for this: 46 percent consider private labels to be of high quality and every second person (47 percent) is convinced that private labels can easily keep up with branded goods. "Interestingly, twice as many discounter customers are convinced of the credibility of the private label than is the case with customers in "classic" markets (22 and 11 percent respectively)", notes Andera Gadeib.

Brand awareness

A lot has happened since the last survey in the top positions of the most popular retail brands: “Ja” (Rewe) continues to achieve the highest level of awareness (92 percent), followed by “Gut & Billig” (Edeka) with 81 percent. The newcomer “Real Quality” came in third (77 percent): Thanks to a massive advertising campaign, the market newcomer was able to draw attention to itself within a short period of time.

A year-on-year comparison shows a slight increase in private label consumption. In particular, the own brands of "Aldi", "Lidl" and "Edeka" were able to convince more consumers and sold more than a year ago. The chocolate specialties "Moser-Roth" (Aldi) are among the bestsellers with 63 percent.

Brand sympathy and recognition values

Private label plays an important role in customer retention. Therefore, the study again examined whether consumers can correctly assign individual brands to the respective providers. With almost 94 percent correct assignment, the new launch "Real Quality" achieved the highest recognition value right away. The winner owes this first place above all to the integrated name of the retail chain and the comprehensive advertising campaign. Last year's winner "Edeka" came in second: around 90 percent of consumers were able to correctly identify three of its brands - "Gutfleisch", "Backstube" and "Rio Grande". Here, too, the integrated logo of the trademark certainly plays a major role. However, many of the other brands surveyed have also been able to improve their profile in the meantime. "Top Star Cola" (Aldi), "Bellarom" (Lidl), "Purland" (Kaufland) and "Good & Cheap" (Edeka) did particularly well.

Last but not least, the sympathy values ​​of individual brands determine their success. For the second time in a row, “Moser-Roth” was able to assert itself as the most likeable trade mark over the competition. Almost two-thirds of those (62 percent) who know the brand like it. Second place was taken by the wellness brand from Plus “Viva Vital”, which was able to gain five percent in popularity compared to last year (49 percent). 48 percent of consumers find the image of Purland (Kaufland) appealing.

Dialego conducts omnibus surveys on a wide range of economic issues twice a month in Germany and once a month in France and Great Britain. You can find a complete overview of the courses on offer on the Internet in the “Studies” section: www.dialego.de

Source: Aachen [ Dialego ]