Ecglobal, a company on the Stefanini Group’s Haus platform, launched the 2024 edition of its study “The Brands that Conquered Brazil”, using the Net Love Score (NLS) indicator to measure the emotional connection between consumers and brands. The study highlights the so-called “Love Brands”, brands that win not only the preference, but also the loyalty and affection of consumers, which increases organic reach and engagement.
With more than 12 thousand responses collected between June and August 2024, the study analyzed the performance of around 500 brands in 29 categories. Among the main highlights is iFood, which leads the ranking for the third consecutive year.
Other brands such as Havaianas, WhatsApp, Coca-Cola, Samsung and Nestlé are the companies that have remained in the ranking over the last four years. Hellmann’s debuts in this edition as the 10th Love Brand.
There was an almost technical tie between Petz (59.8) and Petlove (59.4), reflecting the fierce competition in the pet products sector. Although it has dropped out of the top 10, Nubank continues to be the favorite among digital banks, with a significant advantage of 40 points over second place, ITI.
In the marketplaces segment, Amazon, Mercado Livre and Shopee are in balance, all with scores in the 50s, with a difference of less than two points between them.
In the fast food sector, McDonald’s (66.4) and Burger King (65.4) are separated by just one point, showing tight competition. In the technology sector, Samsung has more than 50 points of advantage compared to Apple, as does Uber, which stands out compared to 99.
“This study is a valuable tool for any brand that wants to strengthen its connection with the consumer and stand out in an increasingly competitive market. It offers insights into the emotional factors that drive customers’ choices, allowing them to transform this data into effective strategies. Based on this diagnosis, it is possible to adjust actions to not only increase market share, but also create lasting relationships with consumers who become true brand ambassadors”, comments Adriana Rocha, CEO of Ecglobal.
The NLS, created by Ecglobal in 2019, offers an in-depth analysis of consumer behavior, going beyond conventional indicators. It assesses not only brand loyalty but also consumers’ emotional connection. In addition to identifying favorite brands, the study reveals the drivers that foster this connection, such as positive experiences and feelings of trust.
The research also offers valuable insights for marketing strategies, helping companies identify the factors that transform customers into lovers and brand ambassadors.
