Article • 2 min Read
Dove ranked 12th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-27). Over the last 20 years, Unilever’s Dove has challenged stereotypical beauty standards by featuring real women […]
Article • 2 min Read
Dove ran a national ad campaign that celebrates female athletes, “Hard Knocks,” in Super Bowl LVIII. Accompanied by the song “It’s the Hard Knock Life” from the popular musical Annie, “Hard Knocks” shows a montage of young female athletes falling as they practice and compete in various sports. Halfway through the spot, the ad […]
Article • 2 min Read
When it comes to capturing people’s attention, sometimes weird and unconventional pays off. And that’s exactly what happened with skin care brand CeraVe’s elaborate online marketing campaign which culminated in the brand’s first ever Super Bowl commercial. For weeks prior to this year’s big game, videos of Michael Cera circulated online claiming that the actor […]
Article • 1 min Read
2023 Pepsi Redesign A Logo Redesign Bridges Pepsi’s Past and Future To illustrate the value of brand tracking, we evaluated the impact of Pepsi’s 2023 logo redesign on consumer brand equity. How did Pepsi’s logo update impact consumers’ perception of the brand? Download our case study to find out!
Article • 1 min Read
The name Red Bull evokes more than an energy drink. Depending upon your personal interests, you may think of eSports, F1 racing, ice hockey, extreme sports, or soccer…just to name a few. Red Bull attaches its name to multiple sports and industries beyond the beverage space. The company spends roughly 30% of their revenue on […]
Article • 3 min Read
Fast, convenient, and affordable, frozen pizza is a staple in many American households. This go-to dinner option is especially popular among the youngest generation of adults – Gen Z. But which pizza brand to choose? With many brand names filling the grocery store freezer aisle, Red Baron works hard to stand out with creative marketing […]
Article • 2 min Read
Founded in 1932, popular toy manufacturer Lego just celebrated its 90th year in business as a privately held company. The widely recognized brand name stems from the Danish words “leg godt,” meaning “play well.” Even decades into existence, Lego is still “playing well.” Their CEO Niels B. Christiansen dubbed 2022 a “milestone year” for the […]
Article • 2 min Read
According to QuestBrand data, Brita ranked as the top growth home care brand from Q4 2022 to Q1 2023, based on quarter-over-quarter brand equity growth. Brand equity measures the value consumers see in a brand at a particular moment in time. It is an average of four components – brand familiarity, perceived quality, purchase consideration, and […]
Article • 3 min Read
Started in 1946, Tupperware remains a popular American storage brand nearly seven decades later. Like saying “Kleenex” for tissues or “Google” for an internet search, “Tupperware” is often used as a noun to refer to any food storage container. During the COVID-19 pandemic, Tupperware celebrated a wave of popularity as restaurant closures and stay-at-home orders […]
Article • 3 min Read
To the uninitiated, all makeup may look the same. However, a true makeup enthusiast understands each brand’s unique character and value proposition. Three of our top five growth brands in the personal care industry from Q3 to Q4 2022 were makeup manufacturers (determined by QuestBrand brand equity growth) – Estée Lauder (+6.0), Fenty Beauty (+3.4), […]
Article • 3 min Read
Estée Lauder is one of the leading cosmetics manufacturers, trusted by women and men around the world. While a favorite of many, this brand is typically associated with an older consumer. If they want to remain the second-largest cosmetics company, Estée Lauder realizes that they must also connect with the youngest demographic of adults – […]
Article • 3 min Read
The Coca-Cola brand has long been associated with Christmas. In fact, Coca-Cola helped shape the image of Santa Claus that we know and love today. The beverage powerhouse hired illustrator Haddon Sundblom to depict Santa for a series of Coca-Cola ads in 1931. Sundblom showed Santa as a jolly, round-bellied man, with rosy cheeks, and […]
Article • 3 min Read
Close your eyes and picture the average Goldfish consumer. What do they look like? Are they about three feet tall, 45 pounds…and five years old? While primarily considered a children’s snack, households with children only make up half of Goldfish consumers. Adults without children make up the other half of regular Goldfish buyers. Pepperidge Farm […]
Article • 2 min Read
Based on data from QuestBrand, Ad Age released its third quarterly Gen Z Brand Tracker at the end of July. This tracker ranks the top 20 brands by brand equity growth among Gen Z consumers across all industries. Brand equity represents the overall value consumers see in a brand. Equity growth shows that consumer brand […]
Article • 4 min Read
Consumption of alcohol has increased during the pandemic, and most Americans who drink plan to hold to their current consumption levels after the final COVID-19 restrictions have been lifted. And with the vaccine rollout in full swing, many Americans will soon return to light/limited socialization. As part of QuestBrand’s research into the trends and brands […]
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