What is your favorite brand?

N

ow, go into the real life. How do you evaluate the toothpaste brands?
After having covered the brand management techniques of few brands, we decided to question consumers to test the awareness of various toothpaste brands. This is an interesting way to test the real impact of brand communication strategies.

 We asked 10 people to mention spontaneously 3 toothpaste brands and to give us their perceptions of those brands. The answers are often liked to both the communication campaign and their own consumption. An interesting mix…

Here we can see that Colgate is evocative for 80 % of the people inquired. Furthermore, out of these 10 people, this brand is 4 times the top of mind brand. Colgate enjoys a special perception from consumers. As a matter of fact, depending of the age, Colgate is evaluated as young (and fun) or more innovative. The younger people we questioned clearly identified its image as a young one or a funny one. Then, with older generation, the innovative part of the brand image is important. We can here say that the Colgate’s brand awareness is huge among a wide range of people.


The brand awareness of signal is also considerable as it generated spontaneously toothpaste purchase at a 70% rate of our respondents, and 3 of them gave a top of mind position to Signal.

We can notice that excepted for Colgate, the perception of the brands does not change according to the age criteria. Furthermore, the perceived image is much similar to the brand value. That is why we can confirm the efficiency of their communication campaign.


Now, lets take a closer look at each brand. 

∗ Signal is associated to a reliable, polyvalent and traditional brand. It has always the same and stable image. Therefore, we can consider that the target and the product match. This brand seems to represent the Respect side of the lovemark by Kevin Roberts: performance, trust and reputation.

∗ Aquafresh is also qualified as reliable, and polyvalent, but also adapted for families. It corresponds to the image designed by the communication campaign we studied before.

∗ For Fluocaril, the medical and specialist aspect is strongly assimilated by the consumers. This brand also succeeds with its communication strategy, professional and medical oriented as we saw before.

∗ Email Diamant has also a top of mind position in our study. It is perceived as a female brand, which is the target. So, we can consider their campaign as efficient.

This study allowed confronting the brand objectives to the real perception of the consumers and it was also a tool to define the top of mind podium.

Based on our study, the top of mind podium is:

We made this research with to face to face interviews. We are grateful to the respondents who participated and made the survey possible.  

Source:
http://www.google.fr/imgres?q=gold+medal&um=1&hl=fr&sa=N&biw=839&bih=515&tbm=isch&tbnid=2EwYtM6Fsjq9RM:&imgrefurl=http://www.lockticien.com/fr/rubriques-faire-dreadlocks/formation-professionelle-faire-dreadlocks&docid=raiiwPuVULulRM&imgurl=http://www.lockticien.com/images/stories/gold-medal.jpg&w=325&h=325&ei=8XnsTp7jFMr_8gPNqayYCg&zoom=1