This is the ranking of Slovakia’s 100 most searched brands

This ranking was created in collaboration among Think Big Collective, Data on Steroids and magazine Forbes. It reflects the most successful brands in Slovakia based on online search activity in 2024.

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Our goal was to identify the most prominent brands in different categories, while being able to interpret why they are successful. This helps us to better understand the behavior of Slovak consumers and at the same time brands, so that they can react to changes in behavior in sufficient time.

We included in the comparison 2000 brands with the highest average media spend on advertising in the last 4 years. We chose media spend as a reliable indicator, as their amount is closely related to brand awareness and market share.

The advantage of search engine data is that it shows the real consumer behavior that precedes the purchase and at the same time the incomparable size of the data. Unlike questionnaire and quantitative surveys, search data does not show declarative consumer attitudes (e.g. brand awareness or advertising) that are distorted, as respondents do not always behave in accordance with their responses in surveys.

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Basic statistics of the TOP 100 ranking

• Number of analyzed brands: 2000
• Number of analyzed brand segments: 36
• Total number of searches: through 800 million / 1 year (2024)
• Number of unique brand keywords: 348 thousand

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Where we sourced the data:

We obtained data on the media spending of brands from the Kantar Media, which monitors monthly advertising investments in traditional media and online parts (excluding Meta and Google networks), while the search data for brands in Slovakia comes directly from the Google API. Read more about sources, methodology, limits and biases in a large study on Data on Steroids.

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Types of brand keywords

In the analysis, we included 3 types of keywords that are related to the brand:

• Basic - the name of the brand in its basic form, e.g. “slovenská sporiteľna”, including typos, or abbreviated or derived brand names, e.g. “slsp” or “sporka”.
• Related - keywords that are related to the specific service, product range or activity carried out by the brand, e.g. “slsp” or “slsp bankomat”.
• Stand-alone - separate brand keywords without the main brand word, which denote separate products belonging to the given brand e.g. “George” or “SPACE account”.

In what categories are brands located:

We put each of the 2000 brands analyzed into 3 specific categories in order to be able to more easily compare their performance and understand consumer behavior.

Brand offer: This parameter indicates whether a brand primarily offers a product, service, or sells other brands through its distribution network or e-shop.

Brand purchase cycle speed:This parameter divides brands according to the speed of the purchase cycle (the frequency of consumer purchases).

Brand segment: This parameter divides brands according to the segment in which the brand primarily acts. e.g. Automobiles, Finance, Telco, Supermarkets, etc.

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‍Download the ranking of the most online searched brands

In order to get the most representative view of the most powerful brands and consumer behavior on the Slovak market, we publish the top 5 most searched brands from the 21 most searched categories. The study includes the methodology, data sources, categorization and keywords, possible limits and biases of the study, and the historical evolution of the brands (4 years).