Habanos' premium Cuban cigar brand Cohiba ranked among 10 most advocated brands in the U.K., survey finds; Habanos is a JV Cuban cigar business in which Imperial owns 50%
January 26, 2012
– Premium Cuban cigar brand Cohiba was ranked among the top 10 most advocated brands in the UK in a survey of 6,000 shoppers.
The survey, conducted by management consultant Bain & Company, calculated the percentage of people rating a brand highly, subtracted by the percentage of those who only rated it between 0-6 on a scale of 1-10.
This resulted in a score of 57 per cent of consumers who rated Cohiba and would recommend the brand to friends and family – higher than Rolex, Audi and HTC.
The report states the key to a winning consumer product is to keep the customers at the heart of everything as well as staying distinctive and relevant to shoppers’ needs.
Fernando Domίnguez, Premium Cigar Director, said: “It is gratifying to see that the flagship Habanos brand of Cohiba is rated so highly by more than half of consumers surveyed in the UK.
“The report also notes that consumers see it as important to stand out from the competition and Cohiba clearly does that as the world’s most prestigious cigar brand.”
Habanos is the joint venture Cuban cigar business 50 per cent owned by Imperial.