IRVINE, Calif., March 25, 2014 /PRNewswire/ -- What exactly drives people to become emotionally connected to brands—and which brands have honed the secret formula for capturing loyalty? Entrepreneur partnered with marketing analytics firm Emotographics to find out from more than 5,000 business owners. Today, social media allows for sharing opinions, but this study offers a collective insight from the most affluent community of decision makers—and distills down what they value most.
In the April issue, Entrepreneur reveals the results in its "Secrets of the Top Brands" feature, which includes its "120 Most-Trusted Brands" list and highlights common themes found across noted names. Readers will find out not only which brands entrepreneurs favor, but also the ideal marketing media mix they can apply to their own businesses to solidify brand success. Not surprisingly, companies that give their customers the best quality service climbed to the top and those that stayed true to their core principles while keeping up with changing technologies and customer demands were the most respected. Purposeful innovation, authenticity and passion were must-have qualities among the brand favorites.
"Understanding branding and how it cultivates loyalty is a crucial aspect of growing a business," says Amy Cosper, VP/editor in chief at Entrepreneur. "Every entrepreneur, from the app developer to the restaurateur, can find value in the wealth of information that is our branding issue. Readers will learn essential business lessons and can apply marketing principles that ring true across all industries."
Companies were divided into nine major categories such as travel, food, retail, etc., and measured against names within their sub-categories. Brands that topped their market segments include Sephora, the top retailer; In-N-Out Burger, the top restaurant; and Publix, the top supermarket. Other ranked brands include Patron, Trader Joe's, the Ritz-Carlton Hotel Company and Panera Bread.
On behalf of Entrepreneur, Emotographics of Princeton, N.J., conducted e-mail surveys of entrepreneurs and entrepreneurial intenders. The purpose of the surveys was to establish the distribution of customer emotional engagement with individual brands across entire markets and to form the statistical basis for ranking the brands in total and within competitive categories. A total of 5,090 responses were generated across nine surveys that included 52 competitive subsets and produced 98 percent confidence level. More than 900 brands were rated in the surveys.
To read the entire "Secrets of the Top Brands" feature and complete survey methodology, pick up the April issue on newsstands now or see it online.
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SOURCE Entrepreneur Magazine