this finding shows beyond a shadow of a doubt that teens around the world are not simply willing to accept global brands--they actively embrace them.
Chicago, IL (PRWEB) March 2, 2009
Teens from around the globe may agree on relatively few things, but there's broad consensus about the importance of a few key global brands. In fact, three powerhouse names--Coca-Cola, Nike, and Adidas--have already vanquished most of their competition to become the three most-beloved brands among teens globally. But, because they've achieved something akin to parity, the brands will likely find dispatching their remaining rivals all the more challenging.
The just-released TRU Global Teen Study asked nearly 16,000 teens in 15 countries to name their favorite brands. Teens in 11 countries named Coca-Cola and Nike as among their top-three, while teens in 10 countries similarly honored Adidas. According to Riz Badr, TRU's Global Director, "this finding shows beyond a shadow of a doubt that teens around the world are not simply willing to accept global brands--they actively embrace them."
"The findings from the TRU Global Teen Study show that a strong and well-supported global presence pays huge dividends to brands," Badr said. "Ask yourself this: What do Brazil, China, Greece, Italy, South Korea, Spain, the U.K. have in common? The answer: Nike. Teens in each country name a nominally American--but genuinely global--brand as their favorite."
Badr is quick to point out, however, that competitive threats to the established brand hierarchy may come from rather unexpected places. For instance, home-grown brands in several markets are adopting the same branding techniques that have made the dominant global brands successful.
"Nike may be the prohibitive favorite brand in China," Badr said, "but Li-Ning, a Chinese athletic footwear brand, takes third place." Likewise, Indian shoe brand Bata is the second-favorite brand among that country's teens, while Norwegian teens name Tine, a dairy-products brand, as their second choice.
TRU is the global leader in youth research, having surveyed over two million tweens, teens, and twenty-somethings worldwide. For more than 27 years, TRU has helped many of the largest and most successful companies in the world develop meaningful connections with young people. Our syndicated TRU Global Teen Study provides valuable insights from teens across five continents and 15 countries, ranging from attitudes and values to lifestyles and trends and consumer behaviors.TRU research has led to the development of countless new products, groundbreaking marketing campaigns, and flourishing brands.
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