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Vodafone seen as ‘Most magnetic operator’

Lisbon, 29 November 2007 – Vodafone is seen as one of the ‘most magnetic’ brands by Portuguese consumers according to a survey conducted by the advertising agency Brandia Central and the Laboratory of Applied Research in Marketing Sciences.

The survey set out to identify the brands that had the highest level of recognition and attraction capacity. The trustworthiness, prestige and identification (‘magnetism’) of each brand were analysed.

According to Brandia, Vodafone is the ‘most magnetic’ of the telecommunications operators. Sagres is the most highly regarded wines and beers brand, while Agros came top in the dairy products sector and BPI was voted the most attractive financial services brand.

RTP 1 is the ‘most magnetic’ television channel, while Luso scored highest in the non-alcoholic drinks category, Jumbo among supermarket chains, Nivea in cosmetic products and Ben-U-Ron in the pharmaceutical products and laboratories sector.

The various brands received awards for their attraction capacity at a ceremony at the Electricity Museum in Lisbon.

The survey was conducted jointly by Brandia Central and Marklab – Laboratory of Applied Research in Marketing Sciences, based on a random sample of the Portuguese population aged over 18 and living in homes with a fixed phone, and including all socio-economic and ethnic groups.