Naming Consultant

Survey conducted with over 3,000 respondents (over 2,000 in North America). Quality, Taste, Value, and Convenience columns data reflect mean score ratings using a 1-7 scale where "7" is most positive rating. Index Score is calculated using the scores from all four attributes. SOURCE: BRANDPOLL.COM, an affiliate of BRAND INSTITUTE.COM.

When it comes to attributes such as value, taste, quality and convenience, consumers see Nestlé as one of the most powerful food product name brands in North America.

That’s according to brand research, pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm: Brand Institute, Inc. The company surveys consumers to perform brand name testing on top-of-mind awareness. The brand name testing also ranks brands by key attributes.

Not surprisingly, Kraft comes in as the most recognized food brand name in North America.

But when consumers ranked brand names on attributes, Nestlé earned the strongest rating for brand positioning among North American food brands. They were followed closely by the brand architecture of Heinz, Post, Pillsbury and Del Monte.

Naming Consultant

Brand Institute is a brand naming consultant firm. As part of its on-going consumer brand name research on the effectiveness and perception of brand architecture, it performs brand testing with consumers to uncover perceptions of existing name brands.
Naming Consultant

The service, called BrandPoll.com, is updated quarterly and can show shifts in brand positioning based on brand marketing efforts such as advertising or public relations campaigns and even major packaging changes.

Categories covered by BrandPoll.com include brand name packaged goods such as foods, beverages, cosmetics and software. BrandPoll.com also covers durable and non-tangible brand name product categories. It is a “top-of-mind” brand research assessment that is updated quarterly to see any shifts in public perception of brand names.

Within each category, BrandPoll.com questions consumers on key attributes that differ for each product category.

In the food category, Post and Dole got the best scores for quality in the most recent quarterly report. Heinz and Post got the best scores for taste. Nestlé and Heinz were rated best for value and Post and Stouffer's for convenience.

The attributes index could help name brand managers with promotional, packaging and product decisions as they see what consumers think of their brand name products, and where the marketers would like that brand positioning to be.

Access to detailed information is available by subscription.

BRANDPOLL.COM, an affiliate of BRAND INSTITUTE, can be reached at 305.374.2500 or by e-mail at info@brandpoll.com
Naming Consultant

By Jim Peters
BrandPackaging Editor