Battle of the Brands 2011
| 1. Global Brand | |||
|---|---|---|---|
| answered question | 549 | ||
|
|
skipped question |
1
|
|
| Response Percent |
Response Count |
||
| Nike |
 |
26.6% | 146 |
| Coke |
|
73.4% | 403 |
| Other comments:view |
32 | ||
| 2. Retail Brand | |||
|---|---|---|---|
| answered question | 549 | ||
|
|
skipped question |
1
|
|
| Response Percent |
Response Count |
||
| Costco |
|
12.4% | 68 |
| Target |
|
87.6% | 481 |
| Other comments:view |
30 | ||
| 3. Yogurt | |||
|---|---|---|---|
| answered question | 418 | ||
|
|
skipped question |
132
|
|
| Response Percent |
Response Count |
||
| Fage |
|
38.5% | 161 |
| Chobani |
|
61.5% | 257 |
| Other comments:view |
98 | ||
| 4. Yoga | |||
|---|---|---|---|
| answered question | 436 | ||
|
|
skipped question |
114
|
|
| Response Percent |
Response Count |
||
| Lululemon |
|
54.8% | 239 |
| Athleta |
|
45.2% | 197 |
| Other comments:view |
74 | ||
| 5. Burgers | |||
|---|---|---|---|
| answered question | 516 | ||
|
|
skipped question |
34
|
|
| Response Percent |
Response Count |
||
| Five Guys |
|
43.0% | 222 |
| In-n-Out |
|
57.0% | 294 |
| Other comments:view |
56 | ||
| 6. Beer | |||
|---|---|---|---|
| answered question | 541 | ||
|
|
skipped question |
9
|
|
| Response Percent |
Response Count |
||
| Budweiser |
|
61.7% | 334 |
| Samuel Adams |
|
38.3% | 207 |
| Other comments:view |
29 | ||
| 7. Luxury Retailer | |||
|---|---|---|---|
| answered question | 545 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| Tiffany |
|
74.7% | 407 |
| Burberry |
|
25.3% | 138 |
| Other comments:view |
26 | ||
| 8. Pop Star | |||
|---|---|---|---|
| answered question | 527 | ||
|
|
skipped question |
23
|
|
| Response Percent |
Response Count |
||
| Lady Gaga |
|
78.4% | 413 |
| Justin Bieber |
|
21.6% | 114 |
| Other comments:view |
31 | ||
| 9. Innovator | |||
|---|---|---|---|
| answered question | 544 | ||
|
|
skipped question |
6
|
|
| Response Percent |
Response Count |
||
| Walt Disney |
|
68.2% | 371 |
| Mark Zuckerberg |
|
31.8% | 173 |
| Other comments:view |
25 | ||
| 10. Customer Service | |||
|---|---|---|---|
| answered question | 537 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| Zappos |
|
53.6% | 288 |
| Apple |
|
46.4% | 249 |
| Other comments:view |
25 | ||
| 11. Iconic Car | |||
|---|---|---|---|
| answered question | 545 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| Mini Cooper |
|
29.2% | 159 |
| VW Beetle |
|
70.8% | 386 |
| Other comments:view |
22 | ||
| 12. American Idol | |||
|---|---|---|---|
| answered question | 350 | ||
|
|
skipped question |
200
|
|
| Response Percent |
Response Count |
||
| Scotty McCreery |
|
33.7% | 118 |
| James Durbin |
|
66.3% | 232 |
| Other comments:view |
108 | ||
| 13. Mass Marketer | |||
|---|---|---|---|
| answered question | 543 | ||
|
|
skipped question |
7
|
|
| Response Percent |
Response Count |
||
| Walmart |
|
40.1% | 218 |
| McDonalds |
|
59.9% | 325 |
| Other comments:view |
23 | ||
| 14. Americana | |||
|---|---|---|---|
| answered question | 542 | ||
|
|
skipped question |
8
|
|
| Response Percent |
Response Count |
||
| Levi's |
|
74.5% | 404 |
| Jeep |
|
25.5% | 138 |
| Other comments:view |
26 | ||
| 15. First Lady | |||
|---|---|---|---|
| answered question | 542 | ||
|
|
skipped question |
8
|
|
| Response Percent |
Response Count |
||
| Michelle Obama |
|
27.1% | 147 |
| Jacqueline Kennedy |
|
72.9% | 395 |
| Other comments:view |
24 | ||
| 16. Environmental | |||
|---|---|---|---|
| answered question | 542 | ||
|
|
skipped question |
8
|
|
| Response Percent |
Response Count |
||
| Whole Foods |
|
55.2% | 299 |
| Patagonia |
|
44.8% | 243 |
| Other comments:view |
16 | ||
| 17. Chocolate | |||
|---|---|---|---|
| answered question | 545 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| Hershey's |
|
54.1% | 295 |
| Godiva |
|
45.9% | 250 |
| Other comments:view |
23 | ||
| 18. Hardware Store | |||
|---|---|---|---|
| answered question | 538 | ||
|
|
skipped question |
12
|
|
| Response Percent |
Response Count |
||
| Home Depot |
|
75.8% | 408 |
| True Value |
|
24.2% | 130 |
| Other comments:view |
20 | ||
| 19. Creative | |||
|---|---|---|---|
| answered question | 545 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| John Lennon |
|
35.6% | 194 |
| Pablo Picasso |
|
64.4% | 351 |
| Other comments:view |
16 | ||
| 20. Genius | |||
|---|---|---|---|
| answered question | 548 | ||
|
|
skipped question |
2
|
|
| Response Percent |
Response Count |
||
| Albert Einstein |
|
74.1% | 406 |
| Steve Jobs |
|
25.9% | 142 |
| Other comments:view |
14 | ||
| 21. Sports | |||
|---|---|---|---|
| answered question | 541 | ||
|
|
skipped question |
9
|
|
| Response Percent |
Response Count |
||
| Nike |
|
67.3% | 364 |
| Michael Jordan |
|
32.7% | 177 |
| Other comments:view |
18 | ||
| 22. Landmark | |||
|---|---|---|---|
| answered question | 547 | ||
|
|
skipped question |
3
|
|
| Response Percent |
Response Count |
||
| Golden Gate Bridge |
|
19.0% | 104 |
| Eiffel Tower |
|
81.0% | 443 |
| Other comments:view |
17 | ||
| 23. Mobile OS | |||
|---|---|---|---|
| answered question | 545 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| Android |
|
15.0% | 82 |
| iPhone |
|
85.0% | 463 |
| Other comments:view |
12 | ||
| 24. Hipster Haven | |||
|---|---|---|---|
| answered question | 529 | ||
|
|
skipped question |
21
|
|
| Response Percent |
Response Count |
||
| Brooklyn, NY |
|
55.6% | 294 |
| Portland, OR |
|
44.4% | 235 |
| Other comments:view |
23 | ||
| 25. Loyalty | |||
|---|---|---|---|
| answered question | 527 | ||
|
|
skipped question |
23
|
|
| Response Percent |
Response Count |
||
| Nordstrom |
|
53.7% | 283 |
| LL Bean |
|
46.3% | 244 |
| Other comments:view |
19 | ||
| 26. Royalty | |||
|---|---|---|---|
| answered question | 536 | ||
|
|
skipped question |
14
|
|
| Response Percent |
Response Count |
||
| Diana |
|
79.9% | 428 |
| Kate |
|
20.1% | 108 |
| Other comments:view |
20 | ||
| 27. Private Label | |||
|---|---|---|---|
| answered question | 535 | ||
|
|
skipped question |
15
|
|
| Response Percent |
Response Count |
||
| Trader Joe's |
|
74.4% | 398 |
| Costco's Kirkland |
|
25.6% | 137 |
| Other:view |
16 | ||
| 28. Eyes | |||
|---|---|---|---|
| answered question | 543 | ||
|
|
skipped question |
7
|
|
| Response Percent |
Response Count |
||
| Elizabeth Taylor |
|
64.5% | 350 |
| Frank Sinatra |
|
35.5% | 193 |
| Other comments:view |
11 | ||
| 29. Ears | |||
|---|---|---|---|
| answered question | 540 | ||
|
|
skipped question |
10
|
|
| Response Percent |
Response Count |
||
| Vincent Van Gogh |
|
76.7% | 414 |
| Mike Tyson |
|
23.3% | 126 |
| Other comments:view |
10 | ||
| 30. Hair | |||
|---|---|---|---|
| answered question | 537 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| Donald Trump |
|
64.6% | 347 |
| Don King |
|
35.4% | 190 |
| Other comments:view |
20 | ||
| 31. 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 | 462 | |
|
|
skipped question |
88
|
| Response Count |
||
| view |
462 | |
| 32. Type of company: | |||
|---|---|---|---|
| answered question | 542 | ||
|
|
skipped question |
8
|
|
| Response Percent |
Response Count |
||
| Agency |
|
46.7% | 253 |
| Manufacturer |
|
10.0% | 54 |
| Service Industry |
|
3.9% | 21 |
| Consulting Firm |
|
14.8% | 80 |
| Marketing Services |
|
9.0% | 49 |
| Media |
|
3.9% | 21 |
| Academia |
|
1.5% | 8 |
| Not-For-Profit |
|
1.8% | 10 |
| Retail |
|
4.2% | 23 |
| Other (please specify)view |
|
4.2% | 23 |
| 33. If Manufacturer or Service industry, which Industry: | |||
|---|---|---|---|
| answered question | 179 | ||
|
|
skipped question |
371
|
|
| Response Percent |
Response Count |
||
| Apparel |
|
2.8% | 5 |
| Automotive |
|
1.1% | 2 |
| Computer/Software |
|
5.6% | 10 |
| Consumer Electronics |
|
2.2% | 4 |
| Financial Services |
|
6.7% | 12 |
| Healthcare/Pharmaceutical |
|
4.5% | 8 |
| Media/Entertainment |
|
7.3% | 13 |
| Packaged Goods |
|
33.0% | 59 |
| Restaurant |
|
1.7% | 3 |
| Retail |
|
12.8% | 23 |
| Telecomm |
|
1.1% | 2 |
| Travel & Leisure |
|
2.8% | 5 |
| Other (please specify)view |
|
18.4% | 33 |
| 34. Size of Company: | |||
|---|---|---|---|
| answered question | 489 | ||
|
|
skipped question |
61
|
|
| Response Percent |
Response Count |
||
| Less Than $500MM |
|
67.3% | 329 |
| $501MM - $999MM |
|
13.7% | 67 |
| $1B - $2B |
|
5.9% | 29 |
| $2B-$5B |
|
3.1% | 15 |
| $5B- $10B |
|
3.1% | 15 |
| $10B+ |
|
7.0% | 34 |
| 35. Number of years in marketing: | |||
|---|---|---|---|
| answered question | 525 | ||
|
|
skipped question |
25
|
|
| Response Percent |
Response Count |
||
| More than 15 |
|
54.1% | 284 |
| Ten to 15 |
|
18.7% | 98 |
| Five to 10 |
|
14.5% | 76 |
| Fewer than 5 |
|
12.8% | 67 |
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