Pause, reflect, evaluate, refocus, and adjust course\u2014the life of our brands requires moments of monitoring, oversight, and decision-making.<\/p>\n
When we search for “my brand is my son<\/em>,” Google returns 569,000,000 results in 0.27 seconds. The first ten pages of results are filled with articles published in the last 24 hours\u2026the most recent one was posted just 6 hours ago. <\/p>\n In recent years, a new establishment has emerged, composed almost entirely of digitally native brands<\/strong>. These are products and services with their own distinct identities and a simple, straightforward value proposition<\/strong>. It is a highly connected society where more than three-quarters of internet users regularly engage in e-commerce. <\/p>\n This article provides an up-to-date overview of the brand landscape and the evolution of consumer behavior and purchasing habits in Spain<\/strong>, based on trends observed from 2005 to the present (Jul ’22).<\/p>\n Let’s get down to earth\u2014I invite you to take a look at the Top 20 most recognizable brands according to the Iope\/Kantar Brand Awareness Tracking survey from 2005 to 2022<\/strong>. Here’s what we found: <\/p>\n The rise of retailers like LIDL<\/strong> and Mercadona<\/strong> (which specialize in private-label products) paints a picture of a future in which the power of large retailers is gradually eating away at the market share once shared by brands and long-standing retailers like Alcampo<\/strong> and Eroski<\/strong>.<\/p>\n According to its latest quarterly reports, Danone<\/strong> (founded in 1919) is one of the companies hardest hit by the growth of private-label brands.<\/strong><\/p>\n Private label products now account for more than 40% of the<\/strong> FMCG market share<\/strong>, while brands are increasingly having to adjust their 7P strategies to: first, negotiate\u2014in many cases to gain access to these supermarkets and hypermarkets so they can offer their products there\u2014and second, continue negotiating to secure favorable shelf placement.<\/p>\n In the case of automotive<\/strong> brands, the decline in brand awareness<\/strong> stems from several factors:<\/p>\n In terms of advertising spending, we have found no reasons to justify these situations<\/strong>, since none of the sectors, advertisers, or brands studied have drastically reduced their marketing budgets. In fact, as we well know, in many cases these budgets have actually increased to meet the needs of digital environments<\/strong>. <\/p>\n The share of their investment allocated to digital has increased by an average of +17 percentage points since 2010<\/strong> in these brands’ communication plans.<\/p>\n We will now look at the brands that are taking over these top spots from the previous ones:<\/p>\n The Top 20 includes<\/strong> what we’ve dubbed the ” new establishment<\/strong>“\u2014these 12 brands: Netflix, Amazon, McDonald’s, YouTube, MediaMarkt, Burger King, Mercadona, HBO, Telepizza, Nike, IKEA, and Amazon Prime.<\/p>\n Of these, the brands that have seen the greatest increase in brand awareness<\/strong> are, in this order: Telepizza, Mercadona, Nike, and MediaMarkt.<\/p>\n Netflix and Amazon, which launched 11 and 7 years ago, respectively, have knocked none other than Coca-Cola (with 130 years of history) and Movistar (with 27 years of history) out of the 4th and 5th spots on the list of most recognizable brands.<\/p>\n These are brands that, in their early days, positioned themselves through communication targeted at purely digital environments. The increase in Internet penetration and usage in our country (84% in 2022) led these brands to incorporate \u201cnew-old\u201d touchpoints into their plans, adapting lessons learned from ATL strategies while maintaining their focus on performance<\/em> and optimizing their meticulously managed ROAs<\/strong>. The opportunity for these brands arose during the lockdown<\/strong>. E-commerce penetration grew more during that period than it had in the previous six years, reaching in 90 days the level that had been projected for 10 years from then. <\/p>\n Currently, these brands\u2019 TV spending already accounts for 54% of the media mix<\/strong>. Aside from digital media, of course, the increase in outdoor advertising stands out, growing by 16 percentage points compared to 2015, as does radio, which accounts for 5% of the total. <\/p>\n In short, traditional brands are adapting to new digital environments, while digital-native brands are expanding their reach through traditional media<\/strong>.<\/p>\n A multimedia, multi-device communication strategy that is sustained over time, tailored to each audience, and demonstrates agility in any environment.<\/p>\n And these types of strategies are what both traditional brands and the new establishment are using as a roadmap to achieve short-term goals that will help them endure over time and remain in the memory of an ever-growing number of consumers.<\/p>\n Insistence, persistence, and now, yes, permanence.<\/strong><\/em><\/p>\n MIO One<\/strong> Research Team<\/p>\n","protected":false},"excerpt":{"rendered":" This article provides an up-to-date overview of the brand landscape and the evolution of consumer behavior and purchasing habits in Spain, based on trends observed from 2005 to the present (Jul ’22). Don’t miss it. <\/p>\n","protected":false},"author":4,"featured_media":9054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[241,247],"tags":[366,364,363,365,362],"class_list":["post-10899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-research-insights-en","tag-brands","tag-digital-investment","tag-insights","tag-media-investment","tag-research"],"acf":[],"yoast_head":"\n\n
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