Madrid, 12 June 2018. Branward, a leading brand consultancy in Spain, and Ikerfel, one of the leading research institutes in the national market, presented in 2016 their first report on “The Sex of Brands”, a work that offered an approach hitherto unknown in Spain. In 2018 the study expands to another segment of brands, those considered “sexy”, those brands that, due to their history, design, quality or positioning, arouse an attraction in people above strict rationality.

“As living beings, with their values and personality, brands seek to create meanings for people. It is very relevant to consider whether a brand is perceived as male or female, its appearance of age and other factors that derive from this study,” says Carlos Puig Falcó, president of Branward.

‘The Study on Sex, Age and the Valuation of Sexy Brands in Spain’ analyses the perception of brands that Spaniards have, as if they were almost people, among 83 brands from 14 different sectors: travel applications, automobiles, sports shoes, cosmetics, electronics, entertainment, sunglasses, gins, gourmet, luxury fashion, sport fashion, social networks, watches and commercial websites.

The results report, presented this morning in Madrid, shows conclusions such as that one of the most attractive brands and the one that would be most recommended (Lindt) sells products under 3 euros, that only one cosmetics brand (Kiehl’s) is considered masculine and by a small margin or that in an apparently masculine sector such as electronics two brands (Apple and BQ) are shown as feminine. In addition, among the brands in the social media sector, only one (LinkedIn) is considered masculine and, on the other hand, the public perceives all sports fashion and sports footwear brands as masculine, regardless of the fact that they all also have products for women.

The perception of the brands included in the study puts the average age of ‘sexy brands’ at 36 years. While brands considered feminine have an average apparent age (34) below the average, male brands appear to be more mature (38).

Finally, the levels of attractiveness and recommendation given by the public are substantially high for all the brands analysed and there is an almost exact correspondence between the levels of attractiveness and those of recommendation. The audience is consistent and would recommend brands that they find attractive. “Being sexy is not a guarantee of success, but it can help a lot,” says Carlos Puig Falcó.

The ‘2nd Study on Sex, Age and Brand Valuation in Spain’ is the result of 910 online interviews conducted with a representative sample of men and women between 16 and 65 years of age from all over Spain. The fieldwork was carried out in March 2018.