What is a good brand in the eyes of the French? Communication, commitment, initiative… What brand elements are we most sensitive to ♥️? The We Are COM team contacted the Viavoice Institute, which conducted a unique study* to find out “What is a good brand in 2024?”. Arnaud Zegierman and Thomas Genty agreed to decipher this investigation alongside members of the We Are COM Club. Arnaud Zegierman, Sociologist and Associate Director of Viavoice Thomas Genty, Customer Director at Viavoice ⚡️ So, the French and brands, love or disenchantment? What context in 2024? Did you know that the French were exposed on average to more than 5* brands per day? Some studies even push this figure up to 000! Based on this observation, it is essential to question the relationships that consumers have with brands. Perception, legitimacy, trust, commitment, credibility… Decryption…
What is a good brand in 2024? The expectations of the French finally revealed!
