WHAT’S IN A BRAND ?

Hauraki Plains Gazette, Volume XXXVI, Issue 4909, 30 November 1925, Page 1

WHAT’S IN A BRAND ?

ADVERTISING CREATES DEMAND.

BEARING OF PRICE AND QUALITY.

Similar brand names for food products confuse consumers and very often defeat the purpose for which tne brands are selected, the Department of Agriculture has foutd in a study of the use of brands in the sale of butter in Washington, D.C. The survey showed that 39 different brands of butter were used by 421 housewives. Seventy-nine different brands were set down out of . memory by these housewives. Many brand names were inaccurately stated, especially where brand names are similar’ or have similar meanings.

The most popular brand of. butter was found to be one put up by an important chain store system. Second in popularity was, a brand marketed by this chain store system, and which, six months prior to the survey, had never been sold in the district. The brand had been widely advertised and its quality and economy stressed.

Housewives frequently try new and different brands of butter, it was found. Half the women replying to the questionists had used the brand for 2% years or less ; approximately 16 per cent, had used ■‘iheir present brand less than six months, and an equal number from 7. months to 1% years. Only 8 per cent. had. used one brand for over ten years. Price and quality were found to be of primary importance to housewives when buying butter.