Research

With this being the first ever production of Superbrands in the Czech Republic, we felt it was important to get a feel from ‘the man on the street’ as to whether we really did have a selection of the absolute best Czech ‘Superbrands’ in this our first book.

Our partner marketing agency, therefore, organised a countrywide survey during the early part of 2005, which involved researchers in many of the Czech Republic’s main town and city centres stopping a range of people at various times of the day to ask them the following questions:

1. Without hesitation, name the first Czech ‘Superbrand’ that comes to your mind

2. Throughout the course of your normal day, which, if any, Superbrand do you use the most

3. If you could buy any one of the Czech Superbrands, which one would it be.

The researchers did not give any help with the answers and those questioned were able (and did) give names of brands that are not included in this Superbrand programme.

Nearly 40,000 questionnaires were collated and the top brands in each category were:

(a) The first Czech Superbrand that comes to mind:

1. Skoda

(b) The most used Superbrand during the course of your normal day:

1. Nokia

2. Samsung

(c) If you could buy any one Superbrand – which one would it be:

1. Ferrari

2. Microsoft

These results have provoked a good deal of press discussion and over time we plan to develop this research further. In the meantime a full breakdown of our findings is available at the Superbrands office. Please contact us if you would like to receive further information.