1.First we plot how important "Meaningful", "Different" and "Salient" are in explaining Power within the category, as in a pie chart.
About TopBrands
TopBrands is a brand ranking based on a representative survey of Luxembourg residents conducted by TNS Ilres with its partners Regie.lu and IDP Agency.
Our study measures how brands build strong equity by ensuring they come to mind first and are meaningfully differentiated from the competition.
It also quantifies and diagnoses how consumer brand relationships drive volume share, price positioning and future brand performance. It is based on Kantar's expert BrandDynamics methodology (learnings across 50,000 brands and more than 1 million consumer interviews).
This ranking gives an accurate view of which brands resonates in the minds and hearts of consumers - the ones we like to call "the Top brands".
Find out which brands have been nominated in this study and the process that will be used to award the 13 top performing brands.
THE NOMINEES
Discover all the brands that have been included in the study according to the different sectors of activity. These brands are both national and international and operate on the Luxembourg market. You can find them in an alphabetical classification or by selecting the category that corresponds to the commercial exploitation that interests you.
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Supermarket - Hypermarket
The major chains present in Luxembourg -
Furniture stores
The main furnishing and decoration stores in Luxembourg and the Greater Region -
Sport stores
The major chains present in Luxembourg -
Do-it-yourself stores (DIY)
The main do-it-yourself, equipment and materials stores in Luxembourg -
Insurance companies
Insurance companies operating in Luxembourg - (home, car, civil liability, etc. - except life insurance) -
Banks
Retail banks present in Luxembourg -
Tour operators - travel Agencies
The major tour operators and travel agencies present in Luxembourg -
Telecom
Telecommunications operators in Luxembourg (mobile services, fixed telephone, Internet, TV) -
Car dealers
The main car dealers - single or multi-brand - present in Luxembourg -
Cultural spaces
The main cultural spaces in Luxembourg (bookshops, shows, concerts, ...) -
Food and non-alcoholic beverages
Luxembourg's main food and non-alcoholic beverage brands -
Alcoholic beverages
The main Luxembourg brands of alcoholic beverages (beer, wine, crémant, alcohol) -
Specialised food retailers
Luxembourg's main specialist food retailers (bakeries, butchers, fresh goods, catering)
- Framework
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•13 categories
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•168 brands nominated. Major brands present in Luxembourg and the Greater Region
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•Online survey (November 2020)
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•Among 2000 Luxembourg residents aged 16 and over
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•Around 400 responders /sector
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•The nominated brands are assessed by using Kantar's expert BrandDynamics methodology (learnings across 50,000 brands and more than 1 million consumer interviews).
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•Evaluation criteria : salience, consideration, affinity, meet needs, uniqueness, dynamism, price, value for money and image on a brand awareness basis.
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•The more meaningful, different and salient the brand associations, the greater their ability to drive predisposition: volume share, price positioning and future brand performance.
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•BrandDynamics measures the strength and health of brands, understand the drivers of the brand’s equity, identify short and long-term opportunities to increase equity and grow sales.
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•The survey allows to establish a ranking and to celebrate the strongest brands by category in Luxembourg.
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•The survey also enables to isolate the key equity components of each nominated brands, provides clear guidance to optimize future success and grow sales.
The "Meaningfully Different" Framework provides a clear and intuitive summary of your brand equity within its competitive context.
Within each category, the Award is given to the brand with the "Highest Power" according to the expert methodology Kantar Brand Dynamics. The "Power" corresponds to the predisposition to choose the brand over others.
- Meaningful
- Salient
- Different
- Power
2.We then add how strong your brand performs on each key brand equity components "Meaningful", "Different" and "Salient". The numbers are indexed against the category average.
3. We overlay an 'average' circle (100) so you can see how your brand is performing compared with the category.
4.The final red circle in the centre indicates your brand's Power, the likely share of market of your brand based purely on predisposition.
Hear the impressions of each award-winning contestant and learn what made these brands so successful.
Three partners
How do some brands create a special bond with their customers? How do they stand out from the crowd? How do they create a need that didn’t exist before? To celebrate brands, TNS Ilres, Regie.lu and ID+P gathered their respective expertise to put together a unique study, revealing which local and international brands influence Luxembourg the most.
As experts in the communication industry for decades, these three partners were brought together by their passion for brands, their desire to learn more about consumers’ affinity and their common objective to learn what it takes to become a Top Brand in Luxembourg.
Join us to receive this exceptional study insight on what makes a Top Brand.
