Brands Americans Love - Top 20 List

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Â?LOVING THE BRANDÂ?Â? PREFERENCE RATINGS FOR THE TOP 130 US BRANDS. Leading Brand Development Company's Research Finding - Brand Preference Unrelated To Advertising Expenditures

Carefree, AZ – NameQuest today announced the release of America’s top 20 most-loved brands. John P. Hoeppner, president of NameQuest, noted, “expenditures on advertising are not a determinant factor in terms of high 'Loving The Brand' preference scores. It is interesting to note that 17 out of the top 20 brands in the US represent consumable food products.”

NameQuest – Brand Preference Ranking:

Top 20 of the 130 most advertised brands.

1. Hersheys            

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

14. Oscar Mayer

15. Quaker

16. Kraft

17. Life Savers

18. Snickers

19. Sara Lee

20. General Mills


The primary objective of the NameQuest Brand Preference 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 Preference Index suggests that factors such as trust, quality and value are more potent than advertising spending in contributing to consumers’ 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.


The list of 130 brands was tested via the exclusive NameQuest Online survey research tool. The brands researched were selected from Advertising Age’s 2002 Exclusive Ranking of The Nation’s (US) Top Spenders and 100 Leading National Advertisers list. The sample size was 2,600.

About NameQuest:

NameQuest is a global brand research and development organization. The company was founded in 1984 and has developed and researched brands such as the Saturn VUE, Jergens Naturally Smooth, Skintimate, and Sea World’s Wild Arctic for companies such as General Motors, Campbell’s, Kelloggs, Keebler, SC Johnson, Jergens, Dow, Anheuser Busch, Nabisco, Mars, Cargill, Fuji, Kawasaki, Sea World, and Emerson among others.

The full list of 130 “Loving the Brand” Preference Ratings will appear in the book, “Loving the Brand™: Building the Relationship between the Product and the Person” by John P. Hoeppner, President, NameQuest, Inc. & Andrea Markowitz, Ph.D. OB&D, Inc. (available 2003). Excerpted from the book: “The goal of effective brand naming is to choose a product name that reflects and fits the customer's needs so precisely that the name sells the product.”

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