Protobrand 25 Ranks ESPN, GE, and Dunkin' Donuts as New England's Most Powerful Brands for 2010

New National Study Reveals Top New England Consumer Brands

Jun 01, 2010, 09:20 ET from Protobrand

BOSTON, June 1 /PRNewswire/ -- The Protobrand 25 – a national ranking created by Boston-based brand development firm, Protobrand ( – reveals the 25 Most Powerful New England Brands.  In order, they are:


2. GE

3. Dunkin' Donuts

4. Subway

5. Ben & Jerry's

6. L.L. Bean

7. Bose

8. Samuel Adams

9. Ocean Spray

10. Staples

11. Duracell

12. Fidelity Investments

13. Xerox

14. CVS/Pharmacy

15. New Balance

16. Ethan Allen

17. Cole Haan


19. Welch's

20. Talbots

21. Timberland

22. Yankee Candle

23. WWE

24. The Hartford

25. Timex

(Logo: )

"Our research among the nation's marketing professionals identifies the Protobrand 25 – those New England-based brands driving the marketing conversation among experts," Phil Granof, Founding Partner, Protobrand. Brands were rated across seven dimensions:  brand momentum, distinctiveness, uniqueness, quality, loyalty, admiration, and resume enhancement.

"Surprisingly, ESPN topped behemoth GE," said Bob Robbins, Co-Founder, Protobrand.  "But brand power isn't only driven by size, as evidenced by top performers such as Dunkin' Donuts, Subway, and Ben & Jerry's."

"The power of #1 ranked ESPN lies in the company's keen insight into its audience, and its focus on providing addictive content that is unashamedly brash," Robbins noted.  ESPN's own research reveals that, among men, the brand is only slightly less recalled than NFL, Nike, and NBA, and beats MLB, NASCAR, and Adidas.

Although GE ranks #2, it was rated as strong in only one of seven dimensions – its ability to enhance a marketing professional's resume.

Dunkin' Donuts is a crown jewel of New England and positions the brand upon deep insights into consumer behavior.  The "America Runs on Dunkin'" campaign resonates across its core target by tapping into a daily ritual.

"As the brand expands, we believe it will give ESPN a real fight for the #1 position," Robbins predicted.

As the first annual Protobrand 25, the study's longer-term value will be as an annual benchmark.

The Protobrand 25

The Protobrand 25 identifies the 25 Most Powerful New England Brands.  This national ranking is the first of its kind, deriving data from 350 top-level marketing professionals from across the country.  Headquartered in Boston, Massachusetts, Protobrand builds powerful brands through evidence-based insight.  Learn more at

SOURCE Protobrand