Brand Equity Scores Between U.S. Hispanics & Non-Hispanics.

The “marketplace strength” of major brands among Hispanics and non-Hispanics varies widely, according to a new study by Encuesta, Inc. Americanos Poll: Brand Power Index Study 2005, the second release in the Americanos Poll series, evaluates the equity of 184 brands among consumers in each respective market.

The Brand Power Index (BPI) facilitates the comparison of a brand’s standing relative to other brands in the marketplace and cross-culturally.

The BPI score offers a quantified measure, from 0 to 100, of brand equity, based on an equation with four components: familiarity, quality, purchase intent, and corporate citizenship. The study took into account the extreme response style well documented among Hispanics when they use rating scales and applied statistical methods accordingly so that fair comparisons between the two groups can be made. “This study is unique in that it objectively and
comprehensively assesses the relative brand strength of leading household
brands in the U.S. among Hispanic and non-Hispanic consumers,” said Martin
Cerda, President of Encuesta, Inc.

Among the study’s findings:

* Some common household brands are surprisingly weak among Hispanics.

For example, Campbell’s, Pillsbury, and Betty Crocker are each over 50 points weaker among Hispanics than non-Hispanics.

* Conversely, Adidas, Always, and Corona are over 40 points stronger among Hispanics than non-Hispanics.

* In many cases, U.S.-born Hispanics’ perceptions of brands and their relative strength in the marketplace are more similar to those of non-Hispanics than foreign-born Hispanics.

For more information at http://www.encuesta.com