DDB Consulting is pleased to introduce a new brand study tool for brand networks which has been created by Strategic Planner Kristaps Siliņš. This year, networks were also integrated into the review of the Best Loved Brands Chart which can be read in the October edition of Kapitāls magazine.

How well do you know brands and their mutual relations? Test your knowledge in the brand network game!

Brand networks were presented to Latvia’s marketing experts at the end of September during the Best Loved Brands Chart ceremony. As US network researcher Valdis Krebs, who developed the software used to conduct the study, admits - brand networks are something completely fresh and something unheard of amidst our latitudes.

"We have proved that we study brands and talk about them as individual units. But in reality, every day we use several brands simultaneously! This brand research mechanism clearly shows how brands connect in people’s minds; for example, what a BMW owner reads, what a JRT theatre goer wears and what a Rīgas Laiks reader reads," explains Kristaps.

The method created within the framework of the study enables us to see whole brand ecosystems, thus helping us to address the target audience more precisely. The most direct analogy for this research method is the saying "Show me who your friends are, and I’ll tell you who you are," says Kristaps.

In turn, if you visit the homepage: www.zimolutops.lv, you’ll find updated brand charts, which allow you to assess which of the 430 brands in 50 different categories are loved and which ones still have to grow.