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"Kalev has been at the top of the list through all the years that Kantar Emor has carried out the survey based on similar methodology, from the year 2009 that is," Katrin Mannaste, survey expert at Kantar Emor, said.

In the 2017 survey, Kalev ranked second. Where in the previous two years Kalev and Google were neck and neck in the rankings, now Google has moved somewhat lower on the list, Mannaste said.

As before, digital media and entertainment brands make up the biggest group in the top 25, topped by YouTube whose high ranking is backed in particular by its popularity among young men, according to Mannaste.

Places four to ten belong to Selver, Google, Swedbank, Farmi, Telia, Maxima, and Facebook.

Food brands meanwhile have been less likely to make the top 25 in the past three years than they used to earlier. The biggest rise year over year was registered by Farmi, and also Maxima, speaking of the top ten brands.

The brands that lost their place in the top ten are Gmail, Skype, SEB and ETV. The latter's performance was affected by the addition of the umbrella brand ERR to the list of brands that people were asked about, with ERR securing a notable third place in this year's poll.

In the survey, 1 ,016 residents of Estonia of ages 15-74 were asked to choose up to five brands that they find the most likeable from a list of 157 names and logotypes. At the beginning of the survey brands are charted also with the help of an open questionnaire with a view to adjusting the list of brands for the next wave of surveys.