Since its launch in 2016, Adweknow has aimed to promote and develop the advertising and media sector in French-speaking Africa.
Convinced that the development of advertising and media must be based on reliable studies, we decided, in collaboration with Fieldpro Research, that it would be useful to provide the market with specific insights into brand awareness and perception, for which there are few public studies in Côte d'Ivoire and more broadly in French-speaking Africa.
The OBSERVATOIRE DES MARQUES APPRECIEES DES IVOIRIENS (IVORIANS' FAVORITE BRANDS OBSERVATORY) provides information on brand awareness (TOP of MIND, assisted and spontaneous), consumption, and consumer satisfaction, and provides a preference indicator linked to brand image. This indicator makes it possible to compare different sectors and, among other things, to draw up a hierarchy of the brands most appreciated by Ivorians.
The OBSERVATOIRE DES MARQUES APPRECIEES DES IVOIRIENS is an innovative tool that is of interest to all market players: it allows a brand to see how it ranks in its competitive environment, but also to benchmark itself against other sectors. For the best-ranked brands, it can be an effective communication tool for both the general public and professionals.
For communication agencies and advertising agencies, it is also an additional knowledge tool that allows them to better understand a sector of activity, the competitive position of brands, and the areas that need to be worked on as a priority (awareness, image, satisfaction, etc.).
Adweknow is today publishing some insights into the beverage sector (beer, fruit juice, soft drinks, mineral water, etc.), which will be followed in the coming weeks by other sectors.
To be continued…