Obi is best known

Obi is the best known DIY store in Germany ahead of all the competition, as revealed by a current survey from the Bielefeld institute, TNS Infratest. This shows that Obi's prompted brand awareness amounts to 98 per cent, a figure that the company had already reached last year. Obi also retains last year's level of 73 per cent when it comes to ascertaining its unprompted brand awareness. The distance between it and the second-placed rival amounts to 20 percentage points, according to Obi.
What is more, where spontaneous first namings (top of mind) are concerned, 39 per cent of respondents named Obi in first place. This means that the company has improved last year's position by one percentage point. The distance between Obi and the competition amounts to almost 30 percentage points when it comes to spontaneous first namings. The survey is based on the representative computerised telephone questioning of more than 1 000 persons over 14 years old in July 2006.