Milka chocolate's brand recognition
brand name in the countries of the former Yugoslavia, according to
a report.
Slovenian polling firm Cati carried out research revealing that consumer recognition of the Milka brand was even higher than Coca Cola.
The survey measured consumer reaction to household products in Slovenia, Bosnia-Herzegovina, Croatia and Serbia-Montenegro. The survey used the Brand Potential Index (BPI), a common measure of consumer attitudes.
The BPI measures brand visibility, consumers' experiences, choices and consumption preferences.
The Cati survey found that US brands dominated the list, with Coca Cola the second most recognised brand and Lenor finishing third.
Vegeta, a mixture of spices and herbs, which is produced by Croatian firm Podravka, was the fourth most recognised brand. It was the highest placed brand produced locally in the former Yugoslavian countries.
The highest placed Slovenian brand was fruit juice produced by Fructal, which was ranked as number 35.
The second placed Slovenian product, ranked 50, was soft drink brand Cockta produced by Droga Kolinska.
The survey also examined consumer attitudes buying domestic brands in the four countries.
Croats are the most ethnocentric consumers according to the report, which attributes this to a "Buy Croatian" campaign.
Conversely, Cati noted that there is a lack of strong domestic brands in Bosnia-Herzegovina.
Cati will begin similar surveys in Bulgaria, Romania, Kosovo and Albania later this year and in Macedonia in 2007.
