Columbia brand profile in Germany 2022
When it comes to outdoor fashion users, brand awareness of Columbia is at 54% 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 Columbia in Germany?
In total, 13% of German outdoor fashion users say they like Columbia. However, in actuality, among the 54% of German respondents who know Columbia, 24% of people like the brand.
What is the usage share of Columbia in Germany?
All in all, 10% of outdoor fashion users in Germany use Columbia. That means, of the 54% who know the brand, 19% use them.
How loyal are the owners of Columbia?
Around 7% of outdoor fashion users in Germany say they are likely to use Columbia again. Set in relation to the 10% usage share of the brand, this means that 70% of their owners show loyalty to the brand.
What's the buzz around Columbia in Germany?
In September 2022, about 8% of German outdoor fashion users had heard about Columbia in the media, on social media, or in advertising over the past three months. Of the 54% who know the brand, that's 15%, meaning at the time of the survey there's little buzz around Columbia in Germany.
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