Battle of the Brands
| 1. Luxury Sedan | |||
|---|---|---|---|
| answered question | 513 | ||
| skipped question | 10 | ||
| Response Percent | Response Count | ||
| BMW |  | 55.6% | 285 |
| Mercedes | | 44.4% | 228 |
| viewOther comments: | 74 | ||
| 2. Economy Car | |||
|---|---|---|---|
| answered question | 511 | ||
| skipped question | 12 | ||
| Response Percent | Response Count | ||
| Honda | | 52.4% | 268 |
| Toyota | | 47.6% | 243 |
| viewOther comments: | 66 | ||
| 3. Fast Food | |||
|---|---|---|---|
| answered question | 507 | ||
| skipped question | 16 | ||
| Response Percent | Response Count | ||
| McDonald's | | 85.8% | 435 |
| Burger King | | 14.2% | 72 |
| viewOther comments: | 62 | ||
| 4. Soda Pop | |||
|---|---|---|---|
| answered question | 512 | ||
| skipped question | 11 | ||
| Response Percent | Response Count | ||
| Coke | | 82.2% | 421 |
| Pepsi | | 17.8% | 91 |
| viewOther comments: | 56 | ||
| 5. Sports Apparel | |||
|---|---|---|---|
| answered question | 508 | ||
| skipped question | 15 | ||
| Response Percent | Response Count | ||
| Nike | | 85.0% | 432 |
| Adidas | | 15.0% | 76 |
| viewOther comments: | 49 | ||
| 6. Mass Merchandiser | |||
|---|---|---|---|
| answered question | 514 | ||
| skipped question | 9 | ||
| Response Percent | Response Count | ||
| Walmart | | 42.8% | 220 |
| Target | | 57.2% | 294 |
| viewOther comments: | 68 | ||
| 7. Store Brand | |||
|---|---|---|---|
| answered question | 503 | ||
| skipped question | 20 | ||
| Response Percent | Response Count | ||
| Trader Joe’s | | 51.5% | 259 |
| Whole Foods | | 48.5% | 244 |
| viewOther comments: | 62 | ||
| 8. Drug Store | |||
|---|---|---|---|
| answered question | 498 | ||
| skipped question | 25 | ||
| Response Percent | Response Count | ||
| CVS | | 48.8% | 243 |
| Walgreens | | 51.2% | 255 |
| viewOther comments: | 51 | ||
| 9. Home Improvement | |||
|---|---|---|---|
| answered question | 504 | ||
| skipped question | 19 | ||
| Response Percent | Response Count | ||
| Home Depot | | 63.3% | 319 |
| Lowe's | | 36.7% | 185 |
| viewOther comments: | 44 | ||
| 10. Club Store | |||
|---|---|---|---|
| answered question | 501 | ||
| skipped question | 22 | ||
| Response Percent | Response Count | ||
| Costco | | 80.4% | 403 |
| Sam's Club | | 19.6% | 98 |
| viewOther comments: | 38 | ||
| 11. Cooks | |||
|---|---|---|---|
| answered question | 503 | ||
| skipped question | 20 | ||
| Response Percent | Response Count | ||
| Martha Stewart | | 55.3% | 278 |
| Julia Child | | 44.7% | 225 |
| viewOther comments: | 60 | ||
| 12. Breakfast Cereal | |||
|---|---|---|---|
| answered question | 496 | ||
| skipped question | 27 | ||
| Response Percent | Response Count | ||
| Kelloggs | | 72.8% | 361 |
| General Mills | | 27.2% | 135 |
| viewOther comments: | 43 | ||
| 13. Packaged Goods | |||
|---|---|---|---|
| answered question | 507 | ||
| skipped question | 16 | ||
| Response Percent | Response Count | ||
| Procter & Gamble | | 61.1% | 310 |
| Johnson & Johnson | | 38.9% | 197 |
| viewOther comments: | 35 | ||
| 14. President | |||
|---|---|---|---|
| answered question | 510 | ||
| skipped question | 13 | ||
| Response Percent | Response Count | ||
| Reagan | | 28.0% | 143 |
| Kennedy | | 72.0% | 367 |
| viewOther comments: | 34 | ||
| 15. Mascot | |||
|---|---|---|---|
| answered question | 505 | ||
| skipped question | 18 | ||
| Response Percent | Response Count | ||
| Pillsbury Doughboy | | 80.8% | 408 |
| Mr. Peanut | | 19.2% | 97 |
| viewOther comments: | 42 | ||
| 16. Coffee Shop | |||
|---|---|---|---|
| answered question | 517 | ||
| skipped question | 6 | ||
| Response Percent | Response Count | ||
| Starbucks | | 69.8% | 361 |
| Dunkin' Donuts | | 30.2% | 156 |
| viewOther comments: | 37 | ||
| 17. Operating System | |||
|---|---|---|---|
| answered question | 514 | ||
| skipped question | 9 | ||
| Response Percent | Response Count | ||
| Macintosh | | 54.3% | 279 |
| Windows | | 45.7% | 235 |
| viewOther comments: | 39 | ||
| 18. American City | |||
|---|---|---|---|
| answered question | 513 | ||
| skipped question | 10 | ||
| Response Percent | Response Count | ||
| New York | | 88.9% | 456 |
| Los Angeles | | 11.1% | 57 |
| viewOther comments: | 39 | ||
| 19. National Icon | |||
|---|---|---|---|
| answered question | 516 | ||
| skipped question | 7 | ||
| Response Percent | Response Count | ||
| Eiffel Tower | | 26.9% | 139 |
| Statue of Liberty | | 73.1% | 377 |
| viewOther comments: | 34 | ||
| 20. Baseball | |||
|---|---|---|---|
| answered question | 494 | ||
| skipped question | 29 | ||
| Response Percent | Response Count | ||
| Yankees | | 65.4% | 323 |
| Red Sox | | 34.6% | 171 |
| viewOther comments: | 52 | ||
| 21. Sports Legend | |||
|---|---|---|---|
| answered question | 511 | ||
| skipped question | 12 | ||
| Response Percent | Response Count | ||
| Muhammad Ali | | 67.9% | 347 |
| Lance Armstrong | | 32.1% | 164 |
| viewOther comments: | 40 | ||
| 22. Social Medium | |||
|---|---|---|---|
| answered question | 504 | ||
| skipped question | 19 | ||
| Response Percent | Response Count | ||
| 17.3% | 87 | |
| 82.7% | 417 | |
| viewOther comments: | 34 | ||
| 23. Talk Show Host | |||
|---|---|---|---|
| answered question | 506 | ||
| skipped question | 17 | ||
| Response Percent | Response Count | ||
| Letterman | | 57.5% | 291 |
| Leno | | 42.5% | 215 |
| viewOther comments: | 22 | ||
| 24. Rock Icon | |||
|---|---|---|---|
| answered question | 512 | ||
| skipped question | 11 | ||
| Response Percent | Response Count | ||
| Beatles | | 68.0% | 348 |
| Elvis | | 32.0% | 164 |
| viewOther comments: | 25 | ||
| 25. Guitar Hero | |||
|---|---|---|---|
| answered question | 503 | ||
| skipped question | 20 | ||
| Response Percent | Response Count | ||
| Clapton | | 41.6% | 209 |
| Hendrix | | 58.4% | 294 |
| viewOther comments: | 26 | ||
| 26. Electric Guitar | |||
|---|---|---|---|
| answered question | 479 | ||
| skipped question | 44 | ||
| Response Percent | Response Count | ||
| Gibson | | 40.1% | 192 |
| Fender | | 59.9% | 287 |
| viewOther (please specify) | 28 | ||
| 27. Apparel Retailer | |||
|---|---|---|---|
| answered question | 491 | ||
| skipped question | 32 | ||
| Response Percent | Response Count | ||
| Banana Republic | | 45.0% | 221 |
| J. Crew | | 55.0% | 270 |
| viewOther comments: | 38 | ||
| 28. Department Store | |||
|---|---|---|---|
| answered question | 490 | ||
| skipped question | 33 | ||
| Response Percent | Response Count | ||
| Lord & Taylor | | 19.6% | 96 |
| Bloomingdale's | | 80.4% | 394 |
| viewOther comments: | 35 | ||
| 29. Face | |||
|---|---|---|---|
| answered question | 510 | ||
| skipped question | 13 | ||
| Response Percent | Response Count | ||
| Che Guevara | | 18.2% | 93 |
| Mona Lisa | | 81.8% | 417 |
| viewOther comments: | 26 | ||
| 30. If your life depended on picking just one brand identity that is the all-time strongest in the world, which one would it be and why? | ||
|---|---|---|
| answered question | 410 | |
| skipped question | 113 | |
| Response Count | ||
| view | 410 | |
| 31. Type of company: | |||
|---|---|---|---|
| answered question | 484 | ||
| skipped question | 39 | ||
| Response Percent | Response Count | ||
| Agency | | 24.2% | 117 |
| Manufacturer | | 17.6% | 85 |
| Service Industry | | 8.1% | 39 |
| Consulting Firm | | 16.9% | 82 |
| Marketing Services | | 10.7% | 52 |
| Media | | 3.3% | 16 |
| Academia | | 2.3% | 11 |
| Not-For-Profit | | 2.3% | 11 |
| Retail | | 5.8% | 28 |
| viewOther (please specify) | | 8.9% | 43 |
| 32. If Manufacturer or Service industry, which Industry: | |||
|---|---|---|---|
| answered question | 237 | ||
| skipped question | 286 | ||
| Response Percent | Response Count | ||
| Apparel | | 2.5% | 6 |
| Automotive | | 3.4% | 8 |
| Computer/Software | | 2.5% | 6 |
| Consumer Electronics | | 1.3% | 3 |
| Financial Services | | 6.8% | 16 |
| Healthcare/Pharmaceutical | | 5.9% | 14 |
| Media/Entertainment | | 8.9% | 21 |
| Packaged Goods | | 34.2% | 81 |
| Restaurant | | 2.1% | 5 |
| Retail | | 8.0% | 19 |
| Telecomm | | 0.4% | 1 |
| Travel & Leisure | | 2.5% | 6 |
| viewOther (please specify) | | 21.5% | 51 |
| 33. Size of Company: | |||
|---|---|---|---|
| answered question | 451 | ||
| skipped question | 72 | ||
| Response Percent | Response Count | ||
| Less Than $500MM | | 61.6% | 278 |
| $501MM - $999MM | | 10.0% | 45 |
| $1B - $2B | | 7.8% | 35 |
| $2B-$5B | | 4.0% | 18 |
| $5B- $10B | | 5.3% | 24 |
| $10B+ | | 11.3% | 51 |
| 34. Number of years in marketing: | |||
|---|---|---|---|
| answered question | 463 | ||
| skipped question | 60 | ||
| Response Percent | Response Count | ||
| More than 15 | | 56.2% | 260 |
| Ten to 15 | | 19.0% | 88 |
| Five to 10 | | 13.6% | 63 |
| Fewer than 5 | | 11.2% | 52 |