Top 20 brands most present in the lives of French people
In the latest Top 20 published by Havas Media and the CSA Institute, the great French heritage brands are giving way to the new global digital brands.
“In 2012, the top 20 brands most present in the lives of the French provide a further demonstration of the digital transformation of our society,” says Yves Del Frate, Executive Vice President, Havas Media France.
The TOP 20 brands show the growing power of digital brands. The Top 3 brands most present in the lives of the French remain unchanged: Google, Facebook and TF1.
Only Coca Cola (5th) and Mac Donald’s (10th) are exceptions in a Top 10 that strongly endorses the worlds of digital, media and new technologies. The Samsung brand enters the top 10 directly in 7th place.
In the top 20, once again we see a digitalization of the ranking with the rise of
YouTube, 12th (+9 places), Apple, 13th (+6 places), Free 17th which moves up 5 places to enter the top 20.
This digitalization is taking place to the detriment of major French heritage brands such as:
L’Oréal, 24th vs. 16th, Danone, 21st vs. 14th, Renault, 14th vs. 9th , Carrefour, 25
th vs. 20th, which nevertheless remains 1st retailer ahead of Leclerc, 28 th (-5 places), Peugeot, 20
th vs. 18th.
Why do the French shy away from major French brands?
With digital technology, the individual has become more important in our society. Both receiver and
sender, spectator and actor, they have earned the right to be taken into account, in real time: like,
share, tweet, vote… Social networks, cell phones and the increasingly important use of
touch tablets have created a real link between brands and individuals. The digital
authorizes and trivializes real-time conversations with brands. Brands that have not
put themselves in a position to converse with their audiences, to enter into interaction via sites, fan pages,
applications, mobile and other media, are becoming less central and finding it difficult to keep in touch
with audiences who have become players in the relationship.
Methodology of the MPG POE Havas Media study
In early 2011, Havas Media France unveiled the MPG POE barometer: the very first measurement in France of “Global Media Performance
” including the three dimensions of media:
Paid media
Owned media
Earned media
Often talked about, never measured… the MPG POE barometer sheds a unique light on the rise of social networks and the growing engagement of consumers in dialogue with brands.
The principles :
This ground-breaking study, carried out in collaboration with the CSA institute and conducted in 2012 among 3,826 individuals aged 15 to 59 across 212 brands and 20 sectors of activity, analyzes consumers’ perception of brand exposure according to the frequency with which individuals feel they come into contact with brands in their daily lives (“Every day”,
In addition to the main points of contact perceived by consumers (e.g. “Almost every day”, “1 to 2 times a week”, “Less often”, “Never”, etc.), there are also the main points of contact perceived by consumers (e.g. “Almost every day”, “1 to 2 times a week”, “Less often”, “Never”, etc.).
Cette publication est également disponible en : Français (French)
