Where can I find data for brand meaning?

Question

Is there any empirical data out there that will tell us what popular brands mean to people? Such as, Nike=success, Harley Davidson=rebellion, etc. It would be great to have some data on how people actually feel about these brands.

Answer 1

Here are a few

Honda - performance, reliability, high quality
Toyota -economy

http://www.textart.ru/database/english-advertising-slogans/car-brand-advertising-slogans.html

Milo - the food drink of future champions
http://www.nestleghana.com/html/brands/Milo/about.htm

Cant find any empirical data but maybe you can determine brand meaning from the slogan used.

Answer 2

Yes!

You may have to analyze and stretch the empirical data to get your conclusions. Here's where you can start though:

For competitive advertisement spending, you can use Nielsen AdViews (this shows how all brands spend money on TV, internet, radio, etc).. You can probably match this up with annual sales to see how effective advertising is.

AdViews also allows you to view a ton of advertisements. Adcritic.com is helpful too. You could use these resources to analyze what message each brand is trying to convey.

IGNITE has some good trend guides that could help you: http://www.igniteguides.com/