How high is the brand awareness of Fila in Germany? When it comes to sportswear users, brand awareness of Fila is at 92% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is Fila in Germany? In total, 28% of German sportswear users say they like Fila. However, in actuality, among the 92% of German respondents who know Fila, 30% of people like the brand.
What is the usage share of Fila in Germany? All in all, 20% of sportswear users in Germany use Fila. That means, of the 92% who know the brand, 22% use them.
How loyal are the owners of Fila? Around 14% of sportswear users in Germany say they are likely to use Fila again. Set in relation to the 20% usage share of the brand, this means that 70% of their owners show loyalty to the brand.
What's the buzz around Fila in Germany? In September 2022, about 15% of German sportswear users had heard about Fila in the media, on social media, or in advertising over the past three months. Of the 92% who know the brand, that's 16%, meaning at the time of the survey there's little buzz around Fila in Germany.
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Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022
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During the survey, the questions were phrased as follows:
Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to sportswear, which of the following brands do you like?
Brand usage: When it comes to sportswear, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to sportswear, which of the following brands are you likely to purchase again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.
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Statista. (December 13, 2022). Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022 [Graph]. In Statista. Retrieved July 23, 2024, from https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany
Statista. "Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022." Chart. December 13, 2022. Statista. Accessed July 23, 2024. https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany
Statista. (2022). Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022. Statista. Statista Inc.. Accessed: July 23, 2024. https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany
Statista. "Fila Brand Awareness, Usage, Popularity, Loyalty, and Buzz among Sportswear Owners in Germany in 2022." Statista, Statista Inc., 13 Dec 2022, https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany
Statista, Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022 Statista, https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany (last visited July 23, 2024)
Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in Germany in 2022 [Graph], Statista, December 13, 2022. [Online]. Available: https://www.statista.com/forecasts/1352205/fila-sportswear-brand-profile-in-germany