Brazil: Pirelli wins the “Top of Mind” award organised by the Datafolha Institute of São Paulo
Top of Mind, the market research study conducted by the Brazilian Datafolha Institute, has come to its 24th edition; between 27th and 30th July 2014, a group of 204 interviewers was deployed in more than 170 Brazilian towns to find 5,694 male and female consumers (with an average age of 39.5 years) to ask them the big question: What is the first brand that comes to your mind?
For the 6th consecutive year, Pirelli was the most mentioned brand by 59% of Brazilian men (Top Masculino category) and, for the 12th consecutive year it has gained the leadership as the most mentioned brand in the tyre category (46% of respondents). According to Paolo Dal Pino, Chairman of Pirelli South America, this brand awareness is linked to “its presence in Formula 1, the sponsorship of the restoration of the Christ the Redeemer of Corcovado, its strong presence in OE and Brazilian motorsports, as well as the strength of its sales network”.
The award ceremony was held on 27th October in São Paulo, with more than 1,500 attendees, including the management of the companies and agencies that represent the most mentioned brands by Brazilians.