Judging the image of brands just as we judge the popularity ratings of politicians, such is the object of the Posternak-Ifop barometer.
Like every quarter, it unveils the ranking of the brands of major French companies, and this month, Peugeot comes first, followed by the distribution giants Intermarché and Leclerc.
At the bottom of the ranking, we find the mobile phone brand SFR, unfortunate successor of the SNCF, which occupied this last place for 7 years.
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Top 10 corporate image Posternak-Ifop barometer
With 84% and 80% positive opinions respectively, the good image and ranking of the Peugeot (1st) and Citroën (6th) brands confirm the popularity of the automotive sector among the French.
“
The automobile is historically the preferred sector of the French,
remarks Claude Posternak, founder of the barometer which takes its name from it.
If such or such a company can experience image dropouts, sometimes very violent, more particularly indexed to the amplitude of a social crisis, the rebounds can be just as important, as in the case of Peugeot
”, adds- he.
Indeed, Peugeot has experienced a spectacular rise in the rankings, after being positioned in 29th place in the last quarter of 2012. At the time, the brand saw its image deteriorate after PSA announced the closure. the Aulnay-sous-Bois site and the elimination of 8,000 jobs.
With Leclerc, Intermarché, Carrefour and Auchan at the top of the ranking, the mass distribution sector also seems to benefit from a good image among the French.
It should be noted in passing that Leclerc occupied 1st place in the ranking in the last quarter of 2020.
Something new at the bottom of the ranking
The SNCF created a surprise in this ranking by leaving the last place it had occupied for 7 years.
The image of the railway company has long suffered from strikes by railway workers and the quality of its service which deteriorated from year to year, according to reports from the Transport Service Quality Authority (AQST).
“The SNCF was“ over-
sanctioned
”in relation to the reality of the company but also to its history.
It must now reconstitute the two constituent attributes of an image;
an imaginary and a use value ”, considers Claude Posternak.
The only sector which is not progressing is that of telephony, like SFR which succeeded SNCF in last place in the ranking.
“
SFR loses 13 points, it is the most important decline of this wave.
It is also its historic low.
The disaffection affects more particularly men and the electorate of the left
”, indicates Claude Posternak.
The company was planning the departure of 1,700 employees as part of a
five-year
“
transformation
” project, which had a strong impact on its image.
A marketing and communication tool
To achieve this classification, a survey was carried out at the beginning of March on a representative sample of the French population.
The 1,048 people, aged 18 and over, were subjected to four response options to describe their feelings about the image of the different brands: a very good image, fairly good image, fairly bad image or very bad image.
This quarterly ranking serves in particular as a tool to help with marketing positioning and the communication strategy of brands and companies, according to the Posternak-Ifop barometer.
