-
GfK: Brands considered 'best friends' boast 3x more positive word of mouth and 2.5x the recommendations
NEW YORK — GfK Consumer Experiences North America on Thursday released its GfK Brand Benchmark Study, which assessed US consumers’ relationships with hundreds of products and services in 48 categories, and found stark disparities in what different generations value in a brand. For example, while both Generations X and Y value a product’s functionality, Gen Y also cares strongly about a brand’s image and notoriety.