Distinctive Brand Assets (DBA)

Five branded cues shown without names. For each, the brand that first comes to mind (identification) and the brands respondents associate it with. Strong assets point unmistakably to one owner.

Asset L

Q19 · identification base 914

Comes to mind first

Al Walimah33.6%

Goody24.5%

Maggi10.9%

Esnad6.8%

Freshly4.3%

Al Alali3.8%

Also associated with

Goody27.1%

Al Walimah21.0%

Maggi20.9%

Esnad9.2%

Freshly7.1%

AlWalimah owns this cue: 34% name it first.

Asset M

Q19 · identification base 914

Comes to mind first

Goody32.9%

Maggi16.4%

Al Walimah13.0%

Esnad8.5%

Freshly3.5%

Al Alali2.1%

Also associated with

Goody27.4%

Maggi22.1%

Al Walimah14.9%

Esnad10.3%

Freshly6.8%

Goody leads at 33%.

Asset N

Q19 · identification base 914

Comes to mind first

Al Walimah15.5%

Goody14.0%

Esnad13.9%

Maggi12.3%

Shan8.2%

Freshly5.5%

Also associated with

Goody23.9%

Maggi19.3%

Al Walimah18.0%

Esnad14.6%

Freshly7.7%

AlWalimah owns this cue: 16% name it first.

Asset O

Q19 · identification base 913

Comes to mind first

Maggi26.2%

Goody25.0%

Al Walimah13.9%

Esnad4.2%

Freshly4.1%

Shan2.2%

Also associated with

Goody23.5%

Maggi23.1%

Al Walimah15.7%

Esnad9.3%

Freshly5.8%

Maggi leads at 26%.

Asset P

Q19 · identification base 914

Comes to mind first

Esnad22.4%

Maggi17.5%

Goody13.9%

Al Walimah13.1%

Freshly2.3%

Al Alali2.1%

Also associated with

Goody20.9%

Maggi19.1%

Esnad18.0%

Al Walimah15.4%

Freshly6.1%

Esnad leads at 22%.