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Brand Involvement Index™ and Report

Published by: Consumer Network Inc.

Published: Mar. 1, 2002 - 148 Pages


Table of Contents


Brand Involvement Index™ Categories

  1. Airlines
  2. Automobiles
  3. Banks
  4. Bathroom cleaners
  5. Beer
  6. Candy
  7. Cereal
  8. Cleaning products
  9. Clothing stores
  10. Coffee
  11. Cold remedies
  12. Cookies and small cakes
  13. Cosmetics
  14. Crackers
  15. Deodorants
  16. Discount stores
  17. Drug stores
  18. Electronics
  19. Fast food
  20. Ice cream

  21. Internet
  22. Jeans
  23. Juices
  24. Kitchen appliances
  25. Laundry products
  26. Lawn and garden
  27. Pain relievers
  28. Pasta sauces
  29. Pet foods
  30. Razors
  31. Salad dressing
  32. Salty snacks
  33. Shampoo
  34. Shoes
  35. Soft drinks
  36. Soup
  37. Supermarkets
  38. Tea
  39. Toys
  40. Underwear

Abstract

A 40-category Brand Involvement Index™ and Report is available from The Consumer Network, Inc. The research and development of the Brand Involvement Index™ was sponsored by The Grand Group of Chicago and conducted and analyzed by The Consumer Network The Index combines qualitative and quantitative data about emotional brand and category connections to provide a snapshot of brand-consumer relationships.

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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