Zero Tolerance #5: 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 | 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 ZERO TOLERANCE Want a ZT? Get it now at BladeHQ
Zero Tolerance (ZT) – is a subsidiary of KAI USA, which also owns Kershaw and Shun knives. ZT knives are “Overbuilt in the USA” using advanced modern manufacturing to make substantial, precision-built cutting machines. They have a full line of production knives designed in collaboration with designers like Ken Onion, Mick Strider, Todd Rexford, and Rick Hinderer. Every year, they also release a few limited production models which push the boundaries of their manufacturing capabilities with composite blades, 3D-machined parts, and ambitious design.
We surveyed involved production knife enthusiasts and asked them to list as many production knife brands as they could remember to gauge brand awareness. 103 out of 175 respondents were able to recall Zero Tolerance and of the 103, 32 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 #4 on our list of the Top Knife Brands that Stick in the Minds of Knife People.
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
You may also like...
-
Advertisement
-
-
Shop Talk: 7Forge Knives Goes from Science Project to Semi-Production
In the last five years, the knife making scene has absolutely exploded, with dozens upon dozens of new names, new talents, and new knives. One shop that gained a...
Grant Hawk Passes Away at 82
Hawk Knives delivered deeply sad news to the knife world yesterday: Grant Hawk, one of the most innovative, boundary-pushing knife makers of the 20th century, passed away earlier this...
-
Fox Audax Hits the Ground Running with Unusual Features and Steel
You could called it a “Fox’d Blade,” if you want: this is the Audax, a hardcore tactical release from Maniago Italy’s Fox Knives. The Audax brings a lot to...
Grant Chambers-designed Orc Boss Surfaces in We Knife Co. Catalog
Big news this week for all the hawkbill heads in the audience: We Knife has brought on new-to-the-label maker Grant Chambers, A.K.A. Doctor Viggen, for a new collab model...
Kizer Brings Together Two Designers for New High-End Ara
Kizer has just released a knife called the Ara, a premium folder that is a collaboration between two up-and-coming designers. Paul Munko and Jonathan Styles teamed up to created...
Five-Strong Fleet of RoseCraft Folders Inbound
Dealers’ shelves are groaning under a suite of five new models from RoseCraft Blades that landed this week. We’re going to try and cover all of them, starting with...
Leatherman Leaps into Deep End of the Knife Pool with Five New Models
Famous multitool manufacturer Leatherman has just unveiled an entire core lineup of knives. The new line includes three fixed blades and two folders, all fashioned from premium, current gen...
33 Facebook Comments