Research shows: Open brands are most populair

“The more accessible a brand, the more it is perceived as attractive and innovative.” This is the result of a research amongst 500 Dutch consumers, performed by market research bureau Ruigrok | Netpanel in cooperation with strategic consultancy firm Fronteer Strategy.

The research looked on the impact of openness of a company on brand value in different sectors, among which supermarkets, banks and electronics. Coffee brand Douwe Egberts, supermarket chain Albert Heijn and Rabobank are considered to be the most accessible brands and in line with that also the most attractive and innovative. Beer brands Heineken and Grolsch are performing on similar, but mediocre levels. Nokia is performing best in the electronic sector, leaving Samsung and Apple behind.

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