The revelation of the "Yes" detergent's rising star is all the more spectacular given that the brand is 40% more expensive than its nearest rival. The ``Yes'' brand is only used in Sweden and Denmark. Similar products are marketed under Fairy and other brand names elsewhere in Europe.
"The key to all brand building is to create some form of added value so that customers are willing to pay more for a special brand name. And, in the instance of "Yes," Procter and Gamble has succeeded," says Frans Melin, a brand-building expert based at the University of Lund.
The Dephi report named the other leading brands in Sweden last year as Arla (dairy products), Marabou (chocolate), SSA Socer (sugar), GB Glace (ice cream), Scan (meat), Wasa (crisp bread), O'Boy (cocoa), Kellogg's (breakfast cereals) and Gevalia (coffee).
Copyright February 1998, Crain Communications Inc.