A study conducted by EMCS Ltd revealed that ‘Toyota’, ‘GO’ and ‘Cisk’ were among the top most popular brands in Malta.
The study, which was conducted through a survey, was titled ‘The Brands in Malta Survey 2021-2022’ and highlighted consumers’ behavioural tendencies, reflecting which brand they favour over another. It mentioned over 250 different brands by the survey respondents.
The report provided answers to questions such as how the brand compares to competing brands, how it performs overall in the industry, age groups and brand popularity, as well as gender differences.
The study focused on six categories which included automobiles, soft drinks, insurance companies, chocolate, supermarkets, and clothing.
Director of EMCS Ramon Muscat said that the study is designed to help business leaders balance the pressure for short-term results with long-term sustainable and profitable growth.
“Brands that are bold enough to invest in making consumers’ lives better in creative and innovative ways, even during difficult times, have the potential to reap greater rewards,” Muscat said. He added that the research seeks to determine the best (top of mind) brand.
The local brands rating highest among top brand mentions were the mobile phone service provider, ‘GO’, the local beer ‘Cisk’ and the local brewery ‘Farsons’.
The best (top of mind) brands classified in the automobile category was Toyota. Coca-Cola was the most popular for soft drinks.
‘GasanMamo Insurance’ was the most popular in insurance companies. The most popular chocolate brand was ‘Cadbury’ whilst the most popular supermarket among Maltese people is ‘LIDL’. ‘Tommy Hilfiger’ topped popularity for the clothing category.
The Top Brands in Malta 2021-2022 is measured using three parameters which included the ‘top of mind’ awareness, based on brands first mentioned by respondents when they heard the product category, the last used parameter, which is based on brands last used or consumed by respondents in one re-purchase cycle, and future Intention, based on brands that respondents intend to use or consume in the future.