Benchmade #2: 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 | Benchmade | 94.3% | 63.0% | 229 |
| 3 | Kershaw | 94.9% | 47.6% | 215.8 |
| 4 | CRKT | 62.9% | 22.7% | 124.5 |
| 5 | Zero Tolerance | 58.9% | 31.1% | 120.8 |
| 6 | Gerber | 57.1% | 19.0% | 110.4 |
| 7 | Cold Steel | 52.6% | 16.3% | 100.4 |
| 8 | Buck | 48.0% | 14.3% | 90.6 |
| 9 | Böker | 46.9% | 18.3% | 90.4 |
| 10 | KA-BAR | 42.3% | 13.5% | 79.9 |
| 11 | SOG | 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 BENCHMADE Want a Benchmade? Get it now at BladeHQ!
Benchmade, based in Oregan began in 1979 as the Pacific Cutlery Corporation. Founded by Les de Asis, the company mainly made balisong or “butterfly” knives. Today, the iconic butterfly logo which marks all of their blades is an homage to those early days of the company. Benchmade still makes balisong knives, but offers exceptional cutting tools for many uses: hunting, bushcraft, tactical, and everyday carry. The armed forces are a major customer of Benchmade. Benchmade’s motto, “It’s not a knife, it’s a Benchmade” sums up their commitment to superior design and craftsmanship. All of their knives are manufactured in the USA and are under warranty for life.
We surveyed involved production knife enthusiasts and asked them to list as many production knife brands as they could remember to gauge brand awareness. 165 out of 175 respondents were able to recall Benchmade and of the 165, 104 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 this evening to find out which brand is #1 on our list of the Top Knife Brands that Stick in the Minds of Knife People.
August 28, 2015 #3 Kershaw
August 21, 2015 #4 CRKT
August 20, 2015 #5 Zero Tolerance
August 19, 2015 #6 Gerber
August 18, 2015 #7 Cold Steel
August 17, 2015 #8 Buck
August 16, 2015 #9 Böker
August 15, 2015 #10 KA-BAR
August 14, 2015 #11 SOG
August 13, 2015 #12 Victorinox
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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