Vivo becomes Brazil’s preferred brand
Vivo becomes Brazil’s preferred brand
Details
Juan Fernandez Gonzalez
| 12 January 2016
Telefónica's Vivo has become the preferred brand in Brazil, ahead of strong trademarks such as Coca-Cola and Havaianas.
vivo logoThis is according to the marketing ranking of the Meio&Mensagem magazine, a specialist publication for media, which surveyed people in Sao Paolo.
According to the magazine, the preferred brands for Brazilians are Vivo (2.5%), Coca-Cola (2.1%) and Itaipava (2.1%), while the most remembered brands on TV during 2015 were Casas Bahia (9.6%), Coca-Cola (6.5%) and Vivo (5.9%).
The results come after a strong rebranding effort by Telefónica, which extended the Vivo brand to its entire telecoms portfolio. The move followed the acquisition of GVT, which reinforced the telco’s position in Brazilian pay-TV market.
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