For eight years, Pirelli has been the most remembered brand by the male audience. How do we know that? Every single year since 1991, Datafolha Institute, a statistical company belonging to the Brazilian newspaper Folha de S. Paulo, has been asking the same question to a representative sample of the population, “What's the first brand that comes to your mind?". The list of questions of this survey allow us to know which brands are stuck in the Brazilians’ minds. Throughout the years, the only changes in this survey involved how the data was gathered and processed. So, the gathered data allows us to make comparisons since the first survey.
Pirelli has been the most remembered brand by the male audience since the creation of the Male category in 2009. This means that the company is the most mentioned by men among all the other companies in the survey. In its industry, the tire manufacturer reigns supreme. Since the Tire Manufacturer category was introduced in the Top of Mind survey 14 years ago, the brand has been the winner in all its editions and this year with 47% of the preferences, far away from the first competitor that got 9% of the votes.