About 2 weeks ago I carried out a quick research among the community of students and workers of University of Norther Iowa, in Cedar Falls, Iowa, about how they are familiar with European brands. I surveyed 11 people where 7 of them were students of different faculties, years and gender.This exploratory research was to help me which brands I should focus on during more in-depth research that I am going to conduct soon. The results were quite surprising: let me share with you what I have discovered.
Below there is the list of all car, clothing and cosmetic brands I asked American respondets with the percentage of their mentions:
- Puma – 100%
- Mercedez-Benz 100%
- Axe –73%
- Adidas – 100 %
- BMW – 100%
- Garnier – 64%
- Reebok – 100%
- Mini Cooper – 82%
- Nivea – 73%
- Zara – 9 %
- Volvo – 100%
- Sephora – 45%
- H&M – 82%
- Volkswagen – 100%
- The Body Shop 36%
- Dolce Gabbana – 73%
- Fiat – 73%
- L’Oreal – 100%
- Prada – 10 – 91%
- Audi – 100%
- Lancome – 27%
- Luis Vuitton 91%
- Lamborghini – 100%
- Yves Rocher – 9%
- Versace – 82 %
- Bentley – 73 %
- Vichy – 9%
- Fendi – 36%
- Porsche – 100%
- Rimmel – 9%
- Armani – 73%
- Ferrari – 100%
- Burjois – 0%
- Hugo Boss – 36%
- Land Rover – 82%
- Timotei – 0%
- Marks and Spencer – 9%
- Peugeot – 27%
- L’Occitane – 0%
- Chanel – 100%
- Jaguar – 100%
- Oriflamme – 0%
- Lacoste – 55%
- Rolls Royce – 82%
- Clarins – 0%
- Dior – 7 – 64%
- Smart – 82%
- Laroche-Posay – 0%
- Burberry – 45%
- Saab – 55%
- Valentino – 18%
- Maserati – 55%
- United Colors of Benetton –18%
- Bugatti – 45%
- Hermes – 9%
- Aston Martin – 36%
- Furla – 0%
- Lotus – 55%
- Mango – 0%
- Renault – 27%
- Citroen – 9 %
Summary:
There are few brands that are known for all participants. These brands are as follows: Chanel, Jaguar, Adidas, Puma, Reebok, L’Oreal, Mercedes-Benz, BMW, Volvo, Volkswagen, Audi, Lamborghini, Porsche, Ferrari - you can see them clearly in a red color.As it can be observed most of them are card brands and what is more interesting: all German vehicle brands were recognized. Also two major sports clothing brands Adidas and Puma that are originally from Germany are known for all surveyed American consumers. Moreover, respondents when asked in the beginning which European brands come to their minds, they usually mentioned car brands and some luxurious clothing brands. Few of them were able to indicate the country of origin in the first place. Almost all of them suggested that there also should be a list of countries – they said that would make it much easier. Therefore, I would like to focus on automobiles, few clothing and cosmetic brands plus few not related but widely known brands with the list of the countries. Here is the list of brands I would like to focus on: Puma, Adidas, Chanel, Reebok, H&M, Dolce Gabbana, Armani, Versace, Dior, Smart, Mercedes- Benz, BMW, Mini Cooper, Audi, Volkswagen, Volvo, Lamborghini, Porsche, Ferrari, Jaguar, Land Rover, Rolls Royce, Bentley, Axe, Nivea, Garnier, L’Oreal, Ikea, Red Bull, Lego, Heineken, Guinness, Nokia, Barilla, Lindt, Nestle, Swatch (the last 10 ones are unofficially answered).
I believe these results can be helpful for companies to think of their positioning. Few brands that exist in American market were not even mentioned. However, that could be also influenced by the fact that I have only surveyed collage students that may not be interested in some of the brands. The fact that all German cars were 100% recognized and correcly connected with their country of origin can bring us to one conclusion: how well they are positioned in the consumers' minds. That could be a lesson for other companies to learn. I hope, even if it is just the beggining of my reserach, that this short questionaire and its results might turn to be useful and helpful. I also hope that it will encourige the companies to follow me and benefit from my insights.
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