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Leatherman #19: Counting Down the Top Knife Brands

August 6, 2015

TOP KNIFE BRANDS THAT ‘STICK‘ IN THE MINDS OF KNIFE PEOPLE

Brought to you by BladeHQ

RankBrand Name% Able to Recall% Top of MindAwareness Score
198.3%68.6%243.2
294.3%63.0%229
394.9%47.6%215.8
462.9%22.7%124.5
558.9%31.1%120.8
657.1%19.0%110.4
752.6%16.3%100.4
848.0%14.3%90.6
946.9%18.3%90.4
1042.3%13.5%79.9
1140.0%7.1%72.6
1234.9%11.5%65.1
1333.7%5.1%60.8
1431.4%12.7%59.3
1528.0%22.4%55.4
1628.6%6.0%51.8
1723.4%7.3%42.5
1824.0%2.4%42.5
19Leatherman22.3%7.7%40.5
20Case18.3%0.0%32.0
21Morakniv17.7%3.2%31.8
22Schrade16.0%10.7%30.3
23Kizer13.7%4.2%24.5
24LionSteel12.6%4.5%22.5
25Pro-Tech11.4%5.0%20.5

ABOUT LEATHERMAN   Want a Leatherman?  Get it now at BladeHQ

“It has to be perfect; my name is on every tool.” says Timothy S. Leatherman of The Leatherman Tool Group, which he and his business partner founded in 1983. The company started with the “Pocket Survival Tool” a folding pair of pliers with drivers, a file, and a blade tucked away in the handles. Today, Leatherman makes over 30 different multi-tools based on the original Leatherman design in Portland, Oregon. The company is famous for their unconditional lifetime warranty – over ten percent of the factory floor is devoted to the repair of worn out or broken tools sent in by their users.

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. 39 out of 175 respondents were able to recall Leatherman and of the 39, 3 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 #18 on our list of the Top Knife Brands that Stick in the Minds of Knife People.

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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