NameQuest is the first and most experienced branding services naming company dedicated exclusively to Global Brand Name Development and Research
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Brand Name Research | Brand vs Advertising
1ST RESEARCH – BRAND VS ADVERTISING
ARE THE BRANDS CONSUMERS LOVE MOST THE BIGGEST
SPENDERS ON ADVERTISING?
NameQuest announced America’s Top 40 Most-Loved Brands and the 40 Least-Loved Brands. John P. Hoeppner, president of NameQuest, noted, “Expenditures on advertising are not a determinant factor in terms of high preference scores.”
Background:
The primary objective of NameQuest’s Most-Loved Brands research was to measure consumers’ preference for selected brands based on factors that contribute to building consumer-brand relationships. In addition, the research examined the correlation between brand preference and advertising spending. NameQuests’ proprietary Verbal DNA™ Preference Index suggests that factors such as trust, quality and value are more potent than advertising spending in contributing to consumers’ Most-Loved Brand preferences. NameQuest compared high and low spenders in seven brand categories with consumers’ high and low brand preference scores and found there is no correlation between brand preference and advertising expenditures.
Methodology:
The list of 130 brands was tested via the exclusive NameQuest Online survey research tool. The brands researched were selected from Advertising Age’s Exclusive Ranking of The Nation’s (US) Top Spenders and 100 Leading National Advertisers list. The sample size was 2,600.
NameQuest Analysis and reporting: John P. Hoeppner, Andrea Markowitz, Ph.D., and Charles Peters, Ph.D.
NameQuest – Most Loved Brand Ranking: Top 40 of the 130 most advertised brands.
| Hershey's
Betty Crocker Pillsbury Kellogg's M & M's Kleenex Nabisco Clorox Nestle Coca Cola |
Keebler
Windex Campbell's Soups Oscar Mayer Quaker Kraft Life Savers Snickers Sara Lee Foods General Mills |
Gillette Razors
Pepperidge Farm Colgate Drano Chevrolet Reese's Lysol Dove Pepsi Butterfingers |
Crest
YorkPeppermint Pat. Pine-Sol Mercedes-Benz Jaguar Vaseline Intens. Care Pledge Olay Carnation Cadillac |
NameQuest – Least-Loved Brand Ranking: Bottom 40 of the 130 most advertised brands.
| Dodge
Ford Audi Right Guard Buick Lever 2000 Saturn Scott Salon Selectives Formula 409 |
Mitsubishi
Estee Lauder Yoplait Max Factor AT&T Wireless Nissan Acura Aquafina Thermasilk Swanson Soups |
Saab
Verizon Depends Resolve Physique Mercury Infinity Homestyle Bakes Dasani Sierra Mist |
Lancome
Redken Cingular Wireless Trix Yogurt Powerade Kia Celebrations Candy Powerbar Bars Balance Energy Bar Sprint PCS |
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NameQuest is the First and Most Experienced branding services company dedicated exclusively to the Science of Verbal Branding™ - Established 1984
