According to a recent study by Kantar Emor, YouTube is the most liked brand in Estonia for the fourth consecutive year. Second place was awarded to Kalev who narrowly beat Swedbank in third place. YouTube firmly maintained its top ranking, it is highly popular among men aged 25-35 years whereas Kalev is preferred by people under the age of 25, and Swedbank is a favourite brand for consumers predominantly aged 50 and over.
Looking at the top ten of brands, Estonians value digital and technology brands the most.