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Countries covered: United States
The detailed report provides a consumer perception portrait of the major brands in 40 product categories ranging from Airlines, Banks and Cookies to Tea, Toys and Underwear. Six hundred consumers participated in the by scoring and commenting on their brand relationships in each of the 40 categories that they used. The report shows that most categories have only one or two brands with high brand involvement indicated by Brand Involvement Index scores of 80 and higher (of 100 points possible). Besides the index scores, the 148 page report includes capsule differentiations of each brand as well as verbatim comments on each of the brands covered in the study. |
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