OREANDA-NEWS. June 05, 2009. The business weekly Kompaniya and the research company Online Market Intelligence (OMI) have completed a large-scale survey of the Russians’ attitude towards different brands in various categories of products and services. The ROSNO brand has ranked first in the Insurance category.

OMI has developed its own criteria for evaluation of the consumers’ "degree of affection" towards various brands. The researchers depict brand affection as a 3-tier pyramid. Its base level comprises the product’s functional characteristics satisfying the individual’s needs and building his or her "brand confidence". Together with certain defined image, "brand confidence" makes it possible to build "brand affection". The opinions of service users were revealed by means of a survey.

"The resultant ranking reflects one of the components of ROSNO’s brand strategy aimed at establishing an emotional connection and building personal relationships with our clients", notes Ms. Malika Kulayeva, head of ROSNO’s Marketing Department. — We highly esteem the confidence of our insurants, and work not only to improve our value proposition and prepare new solutions adjusted to the clients’ needs, but also to develop communications, trying to speak simple and vivid language with our clients. The survey has demonstrated that people, indeed, prefer those brands which are understandable, sincere and close to them".