Purchase power is driven by two criteria - familiarity and brand equity. High brand awareness means that the brand is out there and consumers know it but that does not always mean it has a positive brand equity. Healthy brand equity is only as valuable as the number of people who know the brand. Brands rely on both to drive sales and create a long-term relationship with customers. Provoke Insights launched the first-ever market research study linking brand equity to top-of-mind awareness. The findings show that in many categories, there is a disconnect between the leader of awareness and the leader of brand equity.

To develop the report, Provoke Insights conducted an online survey among a representative sample of 3,000 Americans between 21 and 70. The study also analyzed shopping behaviors, trends, and the impact of the COVID-19 pandemic. Provoke Insights is a full-service market research firm specializing in branding, advertising, and content marketing initiatives. What makes Provoke Insights unique from other market research firms is that you work with a research expert who is also a seasoned brand strategist; this ensures that you do not just receive data but precise recommendations to help inform and optimize your strategic vision.

Click on the titles on the right-hand side to download the full industry reports. Scroll down to read highlights.

Top of Mind Brand Equity Scores

Nike leads in familiarity in two categories: shoes and apparel.

brand equity for top brands

There are two scores. The first score is unaided brand awareness. The categories are ranked from highest to lowest top of mind awareness.

The brand equity scores are calculated by averaging the ratings for leadership, innovation, fits needs, pay more, and likelihood to purchase in the next year. The attributes are rated on a ten point agree scale, where 1 is strongly disagree and 10 is strongly agree.

Importance of Attributes When Selecting a Brand

Quality is more important than price when selecting a brand. Trust also plays a critical role in the decision-making process.

brand consideration

COVID Economy

As the COVID-19 pandemic has spread further across the country since June 2020, the concern about the economy has remained high.

covid economy

Shopping in Store

Over half of the U.S. population is still concerned about going in-store to shop.

shopping in stores

Online Shopping vs. Shopping in Store

When fears of Covid-19 subside, in-person shopping will have somewhat of a  comeback. Less than half (44%) of Americans prefer only purchasing online compared to in-store. Slightly over half prefer in-store or both online & in-store.

shopping preferences