Brand Poll
Top of Mind Awareness

Folgers is the number one consumer brand name in top of mind awareness (46%) among coffee brands in North America.

Brand Consultant

As of the 1st quarter of 2001, the results of a survey by Brand Institute, a pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm, show that Folgers, Maxwell House, and Starbucks are the three most recognized coffee brand names in North America. The brand name Maxwell House is Folgers’ closest competitor with a top of mind awareness level of 25%, followed by Starbucks with 12%.
Brand Consultant

Each quarter, Brand Institute asks consumers to list the brand names that first come to mind in specific brand categories. They are also asked to evaluate the brand names they listed on a number of core attributes. In this survey, the respondents are asked to evaluate the name brands listed in the coffee category on four key attributes: pleasant tasting, smoothness, aroma, and value.

The tracking of brand awareness and brand equity on a quarterly basis can detect shifts in brand perception as a result of brand marketing efforts such as advertising, which helps to shape consumer perceptions.
Brand Consultant