•The top 10 most attaching category brands for African-Americans are luxury cars/technology/one sports brand (Nike)/and a feminine necessity
---------------------------------------------------------- Rank AA 9/10's to: ---------------------------------------------------------- 1 Lexus 64% ---------------------------------------------------------- 2 Google Search 62% ---------------------------------------------------------- 3 Mercedes Benz 61% ---------------------------------------------------------- 4 Google 60% ---------------------------------------------------------- 5 i-Pod 59% ---------------------------------------------------------- 6 iPhone 59% ---------------------------------------------------------- 7 Microsoft Office Suite (Word, Excel, etc.) 59% ---------------------------------------------------------- 8 Always 58% ---------------------------------------------------------- 9 Nike 57% ---------------------------------------------------------- 10 Microsoft Windows 57% ----------------------------------------------------------
•The top ten most attaching brands among Caucasians also consist of tech brands, but there is only one luxury car (Cadillac) and a travel destination (Disney):
-------------------------------------------------------- Rank Brand 9/10 to: -------------------------------------------------------- 1 iPhone 59% -------------------------------------------------------- 2 Disney Parks 58% -------------------------------------------------------- 3 Google Search 55% -------------------------------------------------------- 4 iPod 54% -------------------------------------------------------- 5 iPad 54% -------------------------------------------------------- 6 Google 53% -------------------------------------------------------- 7 Microsoft Office Suite (Word, Excel, etc.) 53% -------------------------------------------------------- 8 Apple 52% -------------------------------------------------------- 9 Cadillac 50% -------------------------------------------------------- 10 Microsoft Windows 50% --------------------------------------------------------
•The least attaching brands for both AA and Caucasians include banks and two Pepsi beverages (Sierra Mist and Sobe):
----------------------------------------------------------------------- Rank Caucasian 9/10 to: Rank AA 9/10 to: ----------------------------------------------------------------------- 1 Sobe Life Water 20% 1 Sierra Mist 26% ----------------------------------------------------------------------- 2 HSBC 19% 2 Tropicana 50 26% ----------------------------------------------------------------------- 3 GAP 19% 3 Sweet-N-Low 26% ----------------------------------------------------------------------- 4 Pier 1 19% 4 CitiBank 25% ----------------------------------------------------------------------- 5 Sierra Mist 19% 5 Sears 25% ----------------------------------------------------------------------- 6 Denny's 19% 6 Propel 25% ----------------------------------------------------------------------- 7 Dick's Sporting Goods 18% 7 Rockstar Energy 25% ----------------------------------------------------------------------- 8 CitiBank 17% 8 Coke Zero 25% ----------------------------------------------------------------------- 9 Dentyne 17% 9 Sobe Life Water 24% ----------------------------------------------------------------------- 10 Office Depot 17% 10 HSBC 23% -----------------------------------------------------------------------
NewMediaMetrics co-founder Denise Larson added, "Perhaps the overall passion that African-Americans have for brands will be a 'wake up call' for marketers to strategically think of their brands from the perspective of consumer diversity, especially when it comes to budget and spending priorities."
About New Media Metrics
NewMediaMetrics (NMM) is a strategic marketing optimization company. The company helps marketers increase revenues by redeploying resources toward marketing efforts most valuable to their core customers. NewMediaMetrics helps marketers and media companies improve their ROI by "LEAP-ing" -- Leveraging Emotional Attachment for Profit. NewMediaMetrics proprietary, predictive LEAP™ Platform identifies and targets high-value, revenue producing targets with the marketing efforts, messages and media predicted to perform best -- re-allocating resources and investments toward initiatives that will optimize results.
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Kathleen Sampey
DiGennaro Communications
kathy@digennaro-usa.com
(212) 966-9525
