Victorinox #12: Counting Down the Top Knife Brands
TOP KNIFE BRANDS THAT ‘STICK‘ IN THE MINDS OF KNIFE PEOPLE
Brought to you by BladeHQ
| Rank | Brand Name | % Able to Recall | % Top of Mind | Awareness Score |
|---|---|---|---|---|
| 1 | 98.3% | 68.6% | 243.2 | |
| 2 | 94.3% | 63.0% | 229 | |
| 3 | 94.9% | 47.6% | 215.8 | |
| 4 | 62.9% | 22.7% | 124.5 | |
| 5 | 58.9% | 31.1% | 120.8 | |
| 6 | 57.1% | 19.0% | 110.4 | |
| 7 | 52.6% | 16.3% | 100.4 | |
| 8 | 48.0% | 14.3% | 90.6 | |
| 9 | 46.9% | 18.3% | 90.4 | |
| 10 | 42.3% | 13.5% | 79.9 | |
| 11 | 40.0% | 7.1% | 72.6 | |
| 12 | Victorinox | 34.9% | 11.5% | 65.1 |
| 13 | ESEE | 33.7% | 5.1% | 60.8 |
| 14 | Chris Reeve Knives | 31.4% | 12.7% | 59.3 |
| 15 | Emerson | 28.0% | 22.4% | 55.4 |
| 16 | Ontario | 28.6% | 6.0% | 51.8 |
| 17 | Opinel | 23.4% | 7.3% | 42.5 |
| 18 | Microtech | 24.0% | 2.4% | 42.5 |
| 19 | Leatherman | 22.3% | 7.7% | 40.5 |
| 20 | Case | 18.3% | 0.0% | 32.0 |
| 21 | Morakniv | 17.7% | 3.2% | 31.8 |
| 22 | Schrade | 16.0% | 10.7% | 30.3 |
| 23 | Kizer | 13.7% | 4.2% | 24.5 |
| 24 | LionSteel | 12.6% | 4.5% | 22.5 |
| 25 | Pro-Tech | 11.4% | 5.0% | 20.5 |
ABOUT VICTORINOX Want a SAK? Get it now at BladeHQ
The largest pocket knife manufacturer in the world, Victorinox is the first to make the iconic Swiss Army Knife (SAK). The company continues to make its Victorinox SAKs in Ibach, Switzerland where they began manufacturing the knives for the Swiss Army in 1891. The original SAK featured a folding blade, awl, can opener, and flat head screwdriver – and has been called the ‘iPhone’ of its time. Today, there are countless variations of the original Swiss Army Knife. Victorinox also owns the Wenger brand and offers numerous Victorinox branded products in many categories including watches, luggage, and even fragrances.
ABOUT THE SURVEY
We surveyed involved production knife enthusiasts and asked them to list as many production knife brands as they could remember to gauge brand awareness. 61 out of 175 respondents were able to recall Victorinox and of the 61, 7 did so within their first 3 responses. The average survey respondent was able to recall 12 knife brands and in total 167 brands were recalled.
Research indicates that there is a relationship between brand recall and market share, because in most buying situations a brand must be prominent in the mind of a buyer in order for them to consider purchasing it.
The survey, which was also the basis for our Infographic, did not measure brand esteem or brand identity and has nothing to do with what knife people think about the brands. Instead, it provides an indication of how widely the brand is known and if it has a strong place in the minds of involved production knife enthusiasts.
Visit KnifeNews tomorrow to find out which brand is #11 on our list of the Top Knife Brands that Stick in the Minds of Knife People.
August 12, 2015 #13 ESEE
August 11, 2015 #14 Chris Reeve Knives
August 10, 2015 #15 Emerson
August 9, 2015 #16 Ontario
August 8, 2015 #17 Opinel
August 7, 2015 #18 Microtech
August 6, 2015 #19 Leatherman
August 5, 2015 #20 Case
August 4, 2015 #21 Morakniv
August 3, 2015, #22 Schrade
August 2, 2015 #23 Kizer
August 1, 2015 #24 LionSteel
July 31, 2015 #25 Pro-Tech
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