hummel brand profile in Germany 2022
When it comes to sportswear users, brand awareness of hummel is at 57% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is hummel in Germany?
In total, 14% of German sportswear users say they like hummel. However, in actuality, among the 57% of German respondents who know hummel, 25% of people like the brand.
What is the usage share of hummel in Germany?
All in all, 10% of sportswear users in Germany use hummel. That means, of the 57% who know the brand, 18% use them.
How loyal are the owners of hummel?
Around 6% of sportswear users in Germany say they are likely to use hummel again. Set in relation to the 10% usage share of the brand, this means that 60% of their owners show loyalty to the brand.
What's the buzz around hummel in Germany?
In September 2022, about 6% of German sportswear users had heard about hummel in the media, on social media, or in advertising over the past three months. Of the 57% who know the brand, that's 11%, meaning at the time of the survey there's little buzz around hummel in Germany.
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