(PRWEB) February 4, 2003
Carefree, AZ Â NameQuest today announced the release of AmericaÂs top 20 most-loved brands. John P. Hoeppner, president of NameQuest, noted, Âexpenditures 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.Â
NameQuest Â Brand Preference Ranking:
Top 20 of the 130 most advertised brands.
2. Betty Crocker
5. M & MÂs
10. Coca Cola
14. Oscar Mayer
17. Life Savers
19. Sara Lee
20. General Mills
The primary objective of the NameQuest Brand Preference research was to measure consumersÂ 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. NameQuestsÂ proprietary Preference Index suggests that factors such as trust, quality and value are more potent than advertising spending in contributing to consumersÂ brand preferences. NameQuest compared high and low spenders in seven brand categories with consumersÂ 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 AgeÂs 2002 Exclusive Ranking of The NationÂs (US) Top Spenders and 100 Leading National Advertisers list. The sample size was 2,600.
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 WorldÂs Wild Arctic for companies such as General Motors, CampbellÂs, Kelloggs, Keebler, SC Johnson, Jergens, Dow, Anheuser Busch, Nabisco, Mars, Cargill, Fuji, Kawasaki, Sea World, and Emerson among others.
The full list of 130 ÂLoving the BrandÂ Preference Ratings will appear in the book, ÂLoving the BrandÂ: Building the Relationship between the Product and the PersonÂ by John P. Hoeppner, President, NameQuest, Inc. & Andrea Markowitz, Ph.D. OB&D, Inc. (available 2003). Excerpted from the book: ÂThe 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.Â