The “Türkiye’s Lovemarks 2018 Research,” led by MediaCat and conducted by Ipsos, was carried out for the 11th time this year. Following a major methodological change in 2016 that expanded its scope, three new categories were added this year: Tableware & Kitchenware or Glassware, Jewelry & Accessories, and Home Improvement Stores. The research draws attention with its striking results, which should be carefully analyzed by all sector stakeholders.

The Lovemarks are calculated based on consumers’ responses regarding top-of-mind brand awareness, emotional closeness to the brand, meeting expectations and needs, and finally the extent to which they agree with the statement, “This is my favorite brand, a brand I would never give up.” The awards will be presented at a ceremony to be held on Thursday, November 8, within the scope of Brand Week Istanbul.

Brands Becoming Lovemarks for the First Time

In the newly included categories of Tableware & Kitchenware or Glassware, Jewelry & Accessories, and Home Improvement Stores, Karaca, Atasay, and Koçtaş earned the Lovemark title. In the Tableware & Kitchenware or Glassware category, surveyed for the first time in the history of the research, Karaca ranked first with an index score of 13, followed by Paşabahçe with 12 points. In the Home Improvement Store category, Koçtaş, drawing strength from Türkiye’s three largest cities, ranked first with a total index score of 11. In the Jewelry & Accessories category, competition was intense, with Atasay and Zen Pırlanta separated by just one index point; Atasay became the category’s Lovemark with a score of 12.

Türkiye’s Most Loved Fruit Juice: “Cappy”

In the Fruit Juice category, surveyed for the first time following the methodological changes introduced in 2016, the brand that won the hearts of consumers was Cappy. While 34 different brands were mentioned in the category, Dimes ranked second, followed by Tamek. It was observed that Cappy, the category’s Lovemark, was predominantly the top-of-mind brand among the 15–24 age group and the AB socio-economic segment.

OPET Becomes the Most Loved Brand in Its Category for the Fourth Time

In the Fuel Station category, OPET succeeded in becoming a Lovemark for the fourth time. The brand’s emotional communication strategy, emphasizing not only fuel but also love for the country, played a significant role in achieving a 30% share of mind. Shell and Petrol Ofisi followed OPET as Lovemarks.

Ziraat Bankası Named the Lovemark of the Banking Category

In the highly competitive Banking category, Ziraat Bankası once again became the Lovemark this year. The brand was observed to have strengthened its position as the top-of-mind bank compared to the previous year, drawing this strength primarily from Anatolian cities, lower socio-economic groups, and individuals aged 15–24.

The Lovemark in Home Appliances Has Remained the Same for 11 Years

In the Home Appliances category, Arçelik once again achieved the title of Türkiye’s most loved brand, becoming a Lovemark for the 11th consecutive year. The brand’s high share of mind (41%) played a major role in this success. Particularly strong among women and across all socio-economic groups outside AB, Arçelik is followed by Bosch, which has shown a steady increase in its index score in recent years.

Rexona Is the First Brand That Comes to Mind for Deodorant

The Deodorant category was surveyed for the third time this year, and Rexona became the Lovemark of the category by a wide margin. Achieving top-of-mind awareness among 18% of consumers, Rexona holds a strong share of mind especially among women aged 15–34 in İzmir and Istanbul.

One Out of Every Two People Says Burger King

Burger King, which was also the Lovemark of the Fast Food Restaurant category in 2015, maintained its leadership this year with a 22% share of mind. Perhaps the most notable insight in this category is that one out of every two people does not recall any brand at all. Both Burger King and McDonald’s hold stronger positions among women. Türkiye’s most loved fast food brand, Burger King, particularly resonates with the 15–24 age group and is considered indispensable by the C2DE socio-economic segment.

Teknosa Named the Lovemark of Technology Retailers

One of the most challenging categories in the research was the Technology Retailer category. In a segment where brand loyalty is generally low and the response “I have no opinion” reached a high rate of 67%, the Lovemark was Teknosa. Favored mainly by the AB socio-economic group, the brand has succeeded in occupying a stronger place in consumers’ hearts through its “Technology for Everyone” motto and its recent communication campaigns summarized under the theme “If This Is the Case, It’s Teknosa.”