Dyson Delivers in Brand Survey

Weber was the top-ranking grill brand in Hill Holliday research
March 7, 2017Allison Zisko

Dyson vacuumDyson edged out other vacuum cleaner brands for its effectiveness and reliability, Hill Holiday said.
BOSTON—Dyson is the top home appliance brand, according to a recent consumer brand survey.

The British housewares manufacturer edged out other vacuum cleaner brands for its effectiveness and reliability, and beat out big brand names in major appliances overall, according to recent brand research from the advertising agency Hill Holliday.

Hill Holliday’s Brand Edge Index focused on home appliance brands, including vacuum cleaners, grills and several major appliances from manufacturers like Whirlpool and GE, and zeroed in on two key metrics—the number of people who know about a brand and how many of them want one brand more than another. The difference between consumers’ awareness of a brand and how often consumers in the study actually chose that brand is what Hill Holliday calls the Brand Edge score.

Hill Holliday’s in-house research group, Origin, surveyed a representative sample of 5,600 U.S. adults balanced to the U.S. Census by gender, age group, and major region, in December 2016 through January 2017. For each brand on its list, it collected more than 900 observations.

The research measured the impact of brand investment and strategy on brand preference. “The research is designed to help brands who are fighting the daily share battle in the noisiest of categories—those where there’s no clear leader, little differentiation, and no clear budget advantage,” said Austin Gardner-Smith, senior vice president, growth for Hill Holliday.

A vacuum cleaner’s most desirable attribute is it effectiveness, and consumers are willing to pay more for the brands that deliver it, the research found. Vacuums also have to do one thing and do it well, the report said. For vacuum brands, versatility ranks as the least important attribute. Survey respondents prefer a vacuum that has limited features over a more versatile vacuum that isn’t up to snuff on reliability or price.

In vacuums, Dyson stood out as having high ranks for both awareness and preference, giving it a number-one Brand Edge rank, according to the report. It was followed by Roomba, Miele and Shark. In terms of brand awareness alone, Hoover was ranked number one.

“Topping the combined rankings is Dyson—the iconic manufacturer of vacuum cleaners that seemed to take the consumer electronics world by storm in 2002 with its Apple-esque focus on design and its quixotic TV campaigns featuring founder James Dyson and his enticing British accent,” the report authors noted in the introduction to the findings.

In the grill category, Weber was a clear winner, having an 85.7 percent advantage in brand edge score over Backyard Grill, the second-ranked brand in the category.

The research revealed that brand reputation drives edge. The study found that brand reputation is the top preference-driving attribute of grills—survey respondents were 2.7 times more likely to prefer a brand that is perceived to be reputable. Survey respondents also favor grill brands that are versatile, which goes beyond the capability of cooking various types of food to include the usability in multiple environments and across multiple seasons throughout the year.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor
azisko@hfnmag.com

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.

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