ENERGY STAR BRAND EQUITY TRENDS

1
ENERGY STAR BRAND EQUITY TRENDS

• 2001-2006

2
ENERGY STAR Branding Continuum
3
1. Awareness
4
Recognition of ENERGY STAR Label (Aided Awareness)
5
Unaided Awareness
6
2. Understanding
7
High Understanding of ENERGY STAR Label
8
3. Relevance
9
Relevance Measured Through Attitudinal
Questions2005 2006

• Respondents aware of the label are asked level of
  agreement with the statements
• Buying ENERGY STAR-labeled products makes me
  feel like I'm helping to protect the environment
  for future generations.
• Buying ENERGY STAR-labeled products makes me
  feel like I'm contributing to society.
• Asked along with other attitudinal questions, in
  random order

10
2006 Relevance
11
4. Differentiation
12
Influence of Label on Purchases
13
5. Satisfaction
14
Substantial Changes in Satisfaction, 2005 to 2006
15
6. Loyalty
16
Loyalty (to 2005)
17
Loyalty (2006)