Canadian Pizza Magazine

Brand importance on the upswing

By Canadian Pizza   

Features Business and Operations Marketing

February 10, 2010, U.S. – A new study suggests that 2010 will mark the beginning of the “decade of the brand,” as brand identification and brand value will play a larger role in consumer choices.

For all 30 brands in the Restaurant/Food Service category tracked in Brand Keys' Customer Loyalty Engagement Index, attributes relating to "brand" and the degree to which brands affect customer decision-making, expectations and engagement have increased significantly.

For Brand Keys' 2010 survey, 33,500 consumers 18 to 65 years of age were drawn from the nine U.S. Census Regions. Respondents self-selected the categories in which they are consumers, and the brands for which they are customers. They were interviewed by phone, in person and online.

Brands that received the highest loyalty and engagement assessments for 2010 in the pizza industry include Domino's, Pizza Hut and Chuck E. Cheese.


"Our 2009 findings predicted that value, not price, was the watchword in consumer behaviour," said Robert Passikoff, founder and president of Brand Keys. "And you can't have the value conversation without the brand conversation, as true brands provide meaningful differentiation in a world over-run by commodities.

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