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Latinos Cite Sony, Colgate, Ford as Best Brands
October 03, 2005
Sony was named "Best Overall" brand among U.S. Hispanics, followed by Colgate, Ford, Chevrolet and Nike, according to a recent survey by Miami-based Encuesta Inc., a market research and opinion polling firm.
The study, Americanos Poll: Favorite Brands Study 2005, compares how U.S. Hispanics and non-Hispanics perceive brands, including which they consider best overall, most trustworthy and best in advertising.
The questions with such phrasing as, “When you think of all brands and names of products and services that you know, which three brands do you consider best overall?" enabled respondents to list brands rather than choose from a list. In addition to the above named brands, other highly recognized ones among Hispanics were Adidas, Gap, AT&T and Gain.
The study was based on telephone interviews conducted by Encuesta, with a representative national sample of 1,021 Hispanic and 624 non-Hispanic adults. "It is our hope that this project will shed light on the uniqueness of Hispanics as a consumer group and provide a platform for corporate debate on the how and when to make a special effort to reach U.S. Hispanics," said Martin Cerda, president of Encuesta, in a statement.
— Marketing y Medios staff
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