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Interpublic’s Hill Holliday is out with a new brand research study, the Brand Edge Index, that takes a deep dive into various product categories and ranks top brands based on proprietary surveys.
The first installment looks at the home appliance category and rates brands in six subsets: vacuums, dishwashers, washer machines, ranges, refrigerators, and grills. The rankings are based on 5,600 survey respondents who assessed 45 brands.
Top-ranked brands included Dyson (vacuums), Bosch (dishwashers), Samsung (both washing machines and refrigerators), and Weber (grills).
The report found that niche brands and disruptive brands frequently outrank longstanding first-to-market brands. Awareness doesn’t always lead to preference or advantage. In part, that’s explained by the survey finding that reliability is the most important attribute for home appliance brands....
Awareness is not always the biggest factor driving consumers. Some ad and PR people will be crying. ;-)