Brand image

"In a classic product test, two well-established brands of margarine were tested against each other in 400 French households. One was the brand leader and the other was a much smaller brand in terms of market share. Half the sample were given the two brands in plain foil wrappers simply marked 'X' and 'Y'. The other half received the two brands in their usual, familiar wrappers. All 400 housewives were asked to state which brand they preferred overall. In those households where the brands were given in the anonymous wrappers, there was approximately a 50150 split in choice. Neither brand emerged as the clear leader. However, amongst those households where the brands' true identitv was revealed, the preference was 65,135 in favour of the brand leader."
- Wills et al (1980)

Wills G, Cheese J, Kennedy S, Rushton A. Introducing Marketing. London Pan 1980