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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.
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Most Loved Brand Ranking
Top 40
of the 130 most advertised
brands |
1. Hershey's
2. Betty Crocker
3. Pillsbury
4. Kellogg's
5. M & M's
6. Kleenex
7. Nabisco
8. Clorox
9. Nestle
10. Coca Cola |
11. Keebler
12. Windex
13. Campbell's Soup
14. Oscar Mayer
15. Quaker
16. Kraft
17. Life Savers
18. Snickers
19. Sara Lee Foods
20. General Mills |
21. Gillette Razors
22. Pepperidge Farm
23. Colgate
24. Drano
25. Chevrolet
26. Reese's
27. Lysol
28. Dove
29. Pepsi
30. Butterfingers |
31. Crest
32. York Peppermint Pat.
33. Pine-Sol
34. Mercedes-Benz
35. Jaguar
36. Vaseline Intens. Care
37. Pledge
38. Olay
39. Carnation
40. Cadillac |
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Least Loved
Brand Ranking
Bottom 40
of the 130 most advertised brands |
91. Dodge
92. Ford
93. Audi
94. Right Guard
95 . Buick
96 . Lever 2000
97. Saturn
98. Scott Paper
99. Salon Selectives
100. Formula 409 |
101. Mitsubishi
102. Estee Lauder
103. Yoplait
104. Max Factor
105. AT&T Wireless
106. Nissan
107. Acura
108. Aquafina
109. Thermasilk
110. Swanson Soups |
111. Saab
112. Verizon Wireless
113. Depends
114. Resolve
115. Physique
116. Mercury
117. Infinity
118. Homestyle Bakes
119. Dasani
120. Sierra Mist |
121. Lancome
122. Redken
123. Cingular Wireless
124. Trix Yogurt
125. Powerade
126. Kia
127. Celebrations Candy
128. Powerbar Bars
129. Balance Energy Bar
130. Sprint PCS |
NameQuest Analysis and reporting:
John P. Hoeppner, Andrea Markowitz, Ph.D., and Charles Peters,
Ph.D.
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The
First and Most Experienced company dedicated
exclusively to
The Science of Verbal Branding™ |
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