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Name Recognition and Perception of Quality in Brand Names of (French) Horns A study based on a Straw Poll Survey “What Brand Names Do You Trust?” 392 Total Votes at HornMatters.com, November 4 – 8, 2011 Updated Version: 21 November 2011

Age Ranges 21 and under

22-45

46+

38% 146 votes

38%

24%

153 votes

92 votes

Experience Levels Professional

Student

Enthusiast

Other

30% 119 votes

41% 158 votes

24% 5% Other

93 votes

1|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


33 brand names surveyed Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986-present) Conn (Elkhart IN 1937-1969) Cornford Dieter-Otto Dürk Eastman Finke Geyer Holton Hoyer Jupiter

Kalison King Kortesmaki Kruspe Kühn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

Procedure In a straw poll survey, participants were asked “Do you believe this brand to produce quality French horns?” Four options were possible as answers.    

Yes No I have no opinion I have never heard of it

Demographic groups Age range

Experience levels

  

   

21 and under 22 to 45 45 and over

Professional (full or part time) Student Enthusiast Other

2|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Goal The primary goal of this survey was to gauge market perceptions of quality in brand names of horns with respect to each respondent’s age and experience level.

Criteria The brand names selected for the survey were determined on the following loose criteria:  

Brands that currently advertise in The International Horn Society’s journal, The Horn Call A list of manufacturers of horns at Wikipedia.org

Notes on bias and margin of error 

 

While specific, geographical tracking data was not utilized in this survey, approximately 80% of the respondents are estimated to be from the USA. This estimate is based on traffic statistics for the Horn Matters site, and on the results from a previous study, “Name Recognition, Influence and Age Groups in the Online (French) Horn Community” which tracked a 79% American bias in the respondents who took the survey. The list of brand names is subjective and is based on loose criterion. When reviewing the results based on percentage calculations, a margin of error of plus or minus 2% may exist.

Suggestions for future research Researchers are welcome to cite and reference the data in this report. Possible topics for building upon this report might include:   

A comparison analysis of age and experience groups A study on perceptions of quality A larger study on brand name preferences among certain experience or age groups

The complete and unaltered data for this study may be viewed and downloaded as an Excel spreadsheet for further study and research. 

http://hornmatters.com/Excel/WhatBrandNameDoYouTrust.xls

3|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Composite Data BRAND

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986-present) Conn (Elkhart IN 1937-1969) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

346 128 84 182 78 107 146 305 63 162 173 20 183 292 215 281 21 23 99 96 265 204 255 228 128 153 346 223 306 203 63 73 280

15 69 29 11 16 167 135 23 16 11 18 102 37 7 133 41 275 76 163 22 15 10 24 14 18 16 18 9 11 18 18 35 69

22 127 155 89 102 110 105 58 114 104 80 121 96 62 43 50 75 98 106 61 83 69 47 48 89 107 19 59 45 112 84 104 41

9 68 124 110 196 8 6 6 199 115 121 149 76 31 1 20 21 195 24 213 29 109 66 102 157 116 9 101 30 59 227 180 2

4|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Composite Data 392 total votes Yes Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

No

No opinion.

Never heard of it.

346 128

15 22 9

69

84

127

29

155

182 78

68 124

11

16

89

110

102

196

107

167 146

110 135

105

305 63

16

58

11

104

115

80

121

18

102

121

183

149

37

96

76

292

7

215

62

281 21

43 41

50

275 163

106

61

15

204

10

228

14

47

66

48

89 16

29

109 24

18

83

69

255

153

24

213

265

128

102 157

107

116

346

18 19 9

223

9

59

101

306 203 63 73

18

21

195

99 22

1 20

75

98

96

31

133

76

6

199

173

23

6

23

114

162 20

8

11 18

84

112

45

30 59

227

35

104 280

180 69

41

2

5|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


High and low composite scores Based on the composite numbers, high and low scores are given.

The top eight most recognized brands: 1. 2. 3. 4. 5. 6. 7. 8.

Holton Yamaha Conn (composite) Alexander Paxman Hoyer Jupiter King

100% 99% 98% 98% 98% 95% 95% 94%

The bottom eight least recognized brands: 1. 2. 3. 4. 5. 6. 7. 8.

Sorley Kortesmaki Cornford Cantesanu Kalison Willson McCracken Eastman

57% 54% 51% 50% 49% 45% 40% 38%

6|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top eight brands most perceived to produce quality horns: 1. 2. 3. 4. 5. 6. 7. 8.

Alexander Paxman Schmid Conn (Elkhart) Geyer Hoyer Yamaha Kruspe

89% 88% 78% 77% 74% 72% 71% 67%

The bottom eight brands least perceived to produce quality horns: 1. 2. 3. 4. 5. 6. 7. 8.

Jupiter Conn (Abilene) King Conn (Eastlake) Holton Eastman Kalison Yamaha

70% 42% 41% 34% 33% 26% 19% 19%

7|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

8|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Name Recognition and Perception of Quality in Brand Names of (French) Horns Appendix I: Data by Age Groups Age Group: 21 and under 92 total votes

Age Group: 21 and under Experience Levels Student

Enthusiast

Other

95% 86 votes

2% 3%

9|P a ge Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 21 and under BRAND

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986-present) Conn (Elkhart IN 1937-1969) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

74 22 20 24 9 30 37 66 8 25 27 11 21 50 51 58 5 3 13 7 45 34 45 32 14 26 73 31 63 36 9 10 57

4 14 6 2 3 31 35 10 5 5 4 17 7 3 31 12 71 8 45 6 8 6 8 6 8 6 5 5 3 5 5 7 30

8 27 24 26 17 28 18 13 22 17 14 21 29 21 9 11 12 11 24 7 24 8 11 10 10 13 5 6 10 26 15 15 4

6 29 42 40 62 3 2 3 56 44 47 43 35 18 1 11 4 69 10 71 15 44 28 44 60 47 9 50 16 25 63 59 1

10 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group 21 and Under 92 total votes Yes Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

No

No opinion

Never heard of it

74 22

14

20

27

6 2

3

26

40

17

62 31

28

37

18

66

10

22 5

27

17

4

13

47

21 7

43 29

35

50

3

21

51

18 31

58

9

12

5

11

8

45 6

24

7 45

8 6 6

11

28

10

44

10

26

15 44

8

32 8

24

8

45

60 6

13

47

73 31

5

5 6

10

5

15 7

3 5

5

9

50

63 36 9

10

71

34

14

4

69

13 7

12

11

1

11

71

3

3

44

14

17 21

2

56

25 11

3

35

5

6

42

30

8

8

29

24

24 9

4

10

26

16 25

63 15

59 57

30

4 1

11 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the age group 21 and under: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Holton Yamaha Conn (Eastlake) Conn (Abilene) Conn (Elkhart) Jupiter Alexander Paxman King Hoyer

99% 99% 98% 97% 97% 94% 91% 91% 90% 89%

The bottom ten least recognized brands within the age group 21 and under: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Kortesmaki Kalison Sorley Cantesanu McCracken Willson Cornford Rauch Patterson D端rk

77% 75% 68% 67% 65% 64% 60% 54% 51% 51%

12 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the age group 21 and under: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Alexander Paxman Conn (Elkhart) Schmid Hoyer Yamaha Holton Geyer Kruspe Lawson

80% 79% 71% 68% 63% 61% 55% 54% 49% 49%

The bottom ten brands least perceived to produce quality horns within the age group 21 and under: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter King Conn (Eastlake) Holton Conn (Abilene) Yamaha Eastman Atkinson Hoyer Conn (Elkhart)

77% 48% 38% 50% 33% 32% 18% 15% 13% 10%

13 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

14 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 22-45 153 total votes

Age Group: 22-45 Experience Levels Professional

Enthusiast

Student

Other

4%

20% 31 votes

22%

54% 82 votes

34 votes

15 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 22-45 BRAND

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

131 42 33 75 29 51 62 120 23 66 68 7 68 122 67 104 6 3 33 38 101 85 99 94 42 55 134 94 125 72 27 26 114

7 34 9 4 6 63 58 7 6 2 8 43 19 1 68 23 122 40 73 10 7 1 9 2 5 4 8 2 3 8 7 17 24

12 54 67 33 44 37 32 25 49 43 33 43 37 22 18 20 21 30 38 23 35 28 15 20 43 48 11 20 14 47 35 39 14

3 23 44 41 74 2 1 1 75 42 44 60 29 8 0 6 4 80 9 82 10 39 30 37 63 46 0 37 11 26 84 71 1

16 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 22-45 153 total votes Yes Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman 7 Finke Geyer Holton Hoyer Jupiter 6 Kalison 3 King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

No

No opinion

Never heard of it

131 42

7

34

33 29

54

9

67

75

4

6

23 44

33

41

44

74

51

63 62

37 58

6

2

32

120 23

7

49

2

25

43

68

8

43 68

33

44 60

19

37

29

122

1

67

22

8

68

18

104

23

20

122 40

73 23 7

85

1

38

9

35

10

28

99

39

9

94

2

5

15

30

20

37

43

63

4

48

46

134

8

94

2

20

72 26

3 8

35

11 0

37

125 7

4

82

101

27

6

80

33

55

0

21

30 10

1

42

43

42

1

75

66

38

12 3

47

14

11 26

84

17

39 114

71 24

14 1

17 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the age group 22-45: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Holton Paxman Conn (Eastlake) Yamaha Conn (Elkhart) Conn (Abilene) Alexander Jupiter Hoyer Geyer

100% 100% 99% 99% 99% 99 98% 98% 97% 95%

The bottom ten least recognized brands within the age group 22-45: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Sorley Kortesmaki Kalison Cornford Cantesanu Willson McCracken Eastman Patterson Balu

54% 53% 52% 49% 48% 46% 41% 39% 30% 28%

18 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the age group 22-45: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Paxman Alexander Schmid Geyer Conn (Elkhart) Yamaha Hoyer Kruspe Lawson Lewis

87% 85% 81% 79% 78% 74% 67% 66% 64% 61%

The top ten brands least perceived to produce quality horns within the age group 22-45: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter King Holton Conn (Abilene) Conn (Eastlake) Eastman Kalison Atkinson Yamaha Hoyer

79% 47% 44% 41% 37% 28% 26% 22% 15% 15%

19 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

20 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 46+ 146 total votes

Age Group: 46+ Experience Levels Professional

Enthusiast

Student

51%

Other

38%

75 votes

56 votes

10% 14 votes

1%

21 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 46+ BRAND

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986-present) Conn (Elkhart IN 1937-1969) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

141 64 31 83 40 26 47 119 32 71 78 2 94 120 97 119 10 17 53 51 119 85 111 102 72 72 139 98 118 95 27 37 109

4 21 14 5 7 73 42 6 5 4 6 42 11 3 34 6 82 28 45 6 0 3 7 6 5 6 5 2 5 5 6 11 15

2 46 64 30 41 45 55 20 43 44 33 57 30 19 16 19 42 57 44 31 24 33 21 18 36 46 3 33 21 39 34 50 23

0 16 38 29 59 3 3 2 67 28 30 46 12 5 0 3 13 45 5 59 4 26 8 21 34 23 0 14 3 8 80 49 0

22 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Age Group: 46+ 146 total votes Yes

No

No opinion

Never heard of it

Alexander 141 Atkinson 64 21 Balu 31 14 64 Berg 83 5 Cantesanu 40 7 41 Conn (Abilene) 26 73 Conn (Eastlake) 47 42 Conn (Elkhart) 119 Cornford 32 5 43 Dieter-Otto 71 4 D端rk 78 6 Eastman 2 42 57 Finke 94 Geyer 120 Holton 97 Hoyer 119 Jupiter 10 82 Kalison 17 28 57 King 53 45 Kortesmaki 51 6 31 Kruspe 119 K端hn 85 3 Lawson 111 Lewis 102 McCracken 72 5 Patterson 72 6 Paxman 139 Rauch 98 Schmid 118 Schmidt 95 Sorley 27 6 34 Willson 37 11 50 Yamaha 109

4 20 46

16 38

30

29 59 45

3

55

3 6

20

2

67 44

28

33

30 46

11

30

12

3

19

34

5 16

6

0

19

42

3 13

45 44

5

59 0

24

33

26 7

6

4

21

8

18

21

36

34 46

23 5 30

2

33

14 5

5

21

39

3 8

80 49

15

23

0

23 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the age group 46+: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Holton Yamaha Paxman Alexander Conn (Elkhart) Conn (Abilene) Conn (Eastlake) Hoyer Schmid Kruspe

99% 99% 99% 99% 98% 98% 98% 98% 98% 97%

The bottom ten least recognized brands within the age group 46+: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Sorley Cornford Cantesanu Kortesmaki Willson Eastman Kalison Balu McCracken D端rk

54% 45% 40% 40% 33% 31% 30% 26% 23% 20%

24 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the age group 46+: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Alexander Paxman Geyer Conn (Elkhart) Hoyer Kruspe Schmid Lawson Yamaha Lewis

96% 95% 82% 81% 81% 81% 78% 76% 74% 69%

The bottom ten brands least perceived to produce quality horns within the age group 46+: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter Conn (Abilene) King Conn (Eastlake) Eastman Holton Kalison Atkinson Yamaha Balu

56% 50% 30% 28% 28% 23% 19% 14% 10% 9%

25 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

26 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Name Recognition and Perception of Quality in Brand Names of (French) Horns Appendix II: Data by Experience Level Experience Level: Student 119 total votes

Student Level: Age Groups 119 total votes Under 21

22-45

46+

2%

26% 31 votes

72% 86 votes

27 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Student BRAND NAME

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

95 30 28 34 14 40 52 90 10 36 41 11 33 74 56 78 6 3 16 10 62 50 65 51 19 34 98 47 85 49 13 14 78

5 17 7 3 4 41 42 9 4 5 4 22 10 3 48 14 92 13 58 10 7 7 10 6 11 8 5 5 3 8 6 9 31

13 40 36 37 25 36 24 18 36 23 22 31 36 26 14 16 15 17 33 14 35 16 16 17 20 27 9 17 15 36 23 24 8

6 32 48 45 76 2 1 2 69 55 52 55 40 16 1 11 6 86 12 85 15 46 28 45 69 50 7 50 16 26 77 72 2

28 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Student 119 total votes Yes Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

No

No opinion

Never heard of it

95 30

17

28

48

37

45

25

76

40

41

36

52

42

4

9

36 5

23

41

4

22

18

22

52 55

10

36

40

74

3

56

26

16

48 78

14 14

6

16

92

3

13

33

14

12

85 62

7

50

7 6

16

28

17

45

20

34

15 46

10

51 11

35

16

65 19

69

8

27

50

98

47

5

5

17

49 14

6

3 8

15

36

23 9

9

7

50

85 13

6

86 58

10

1

11

15

17

16 10

2

55

31

33

1

69

36 11

2 24

90 10

6

32

36 3

4

13

40

7

34 14

5

16 26

77 24

72 78

31

8

2

29 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the student experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Conn (Eastlake) Holton Conn (Abilene) Conn (Elkhart) Yamaha Alexander Jupiter Paxman Hoyer King

100% 100% 99% 99% 99% 95% 95% 95% 91% 90%

The bottom ten least recognized brands within the student experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Kalison Kortesmaki Sorley Cantesanu Willson Cornford McCracken Dieter-Otto Eastman D端rk

72% 71% 64% 63% 60% 57% 57% 46% 46% 43%

30 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the student experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Paxman Alexander Conn (Elkhart) Schmid Hoyer Yamaha Geyer Lawson Kruspe Holton

82% 79% 75% 71% 65% 65% 62% 54% 52% 47%

The bottom ten brands least perceived to produce quality horns student experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter King Holton Conn (Eastlake) Conn (Abilene) Yamaha Eastman Atkinson Hoyer Kalison

77% 48% 40% 35% 34% 26% 18% 14% 12% 8%

31 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

32 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Professional 158 total votes

Professional Level Age Groups 158 total votes 46 and above

22 to 45

21 and under

52% 82 votes

47% 75 votes

1%

33 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Professional

BRAND NAME

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986present) Conn (Elkhart IN 19371969) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

145 58 36 98 44 34 52

6 37 13 3 9 77 65

7 49 71 26 50 44 39

0 14 38 31 55 3 2

132

6

19

1

31 78 80 3 81 135 89 119 8 13 50 66 130 100 111 116 73 74 145 113 128 95 40 37 124

9 5 14 52 24 2 57 21 122 49 70 7 3 3 13 7 6 7 9 2 8 8 9 20 22

49 51 33 50 38 16 12 15 26 42 35 21 20 30 17 14 42 49 4 20 18 41 37 50 12

69 24 31 53 15 5 0 3 2 54 3 64 5 25 17 21 37 28 0 23 4 14 72 51 0

34 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Professional 158 total votes Yes

No

No opinion

Never heard of it

Alexander 145 6 70 Atkinson 58 37 49 14 Balu 36 13 71 38 Berg 98 3 26 31 Cantesanu 44 9 50 55 Conn (Abilene) 34 77 44 3 Conn (Eastlake) 52 65 39 2 Conn (Elkhart) 132 6 19 1 Cornford 31 9 49 69 Dieter-Otto 78 5 51 24 D端rk 80 14 33 31 Eastman 3 52 50 53 Finke 81 24 38 15 Geyer 135 2 16 5 Holton 89 57 12 0 Hoyer 119 21 15 3 Jupiter 8 122 26 2 Kalison 13 49 42 54 King 50 70 35 3 Kortesmaki 66 7 21 64 Kruspe 130 3 20 5 K端hn 100 3 30 25 Lawson 111 13 17 17 Lewis 116 7 14 21 McCracken 73 6 42 37 Patterson 74 7 49 28 Paxman 145 9 40 Rauch 113 2 20 23 Schmid 128 8 18 4 Schmidt 95 8 41 14 Sorley 40 9 37 72 Willson 37 20 50 51 Yamaha 124 22 12 0

35 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the professional experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Holton Yamaha Paxman Alexander Conn (Elkhart) Jupiter Conn (Eastlake Conn (Abilene) King Hoyer

100% 100% 100% 100% 99% 99% 99% 98% 98% 98%

The top ten least recognized brands within the professional experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Sorley Cornford Kortesmaki Cantesanu Kalison Eastman Willson Balu McCracken D端rk

45% 43% 40% 35% 34% 33% 32% 24% 23% 19%

36 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the professional experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Paxman Alexander Geyer Conn (Elkhart) Kruspe Schmid Yamaha Hoyer Lewis Rauch

91% 91% 85% 83% 82% 81% 78% 75% 73% 71%

The bottom ten brands least perceived to produce quality horns within the professional experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter Conn (Abilene) King Conn (Eastlake) Holton Eastman Kalison Atkinson Finke Yamaha

77% 48% 44% 41% 36% 32% 49% 31% 15% 13%

37 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Notes: (This page is blank for display purposes)

38 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Enthusiasts 93 total votes

Enthusiast Level Age Groups 93 total votes 21 and under

22 - 45

46+

37% 34 votes

60% 56 votes

3%

39 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Enthusiasts

BRAND NAME

YES

NO

NO OPINION

NEVER HEARD OF IT

Alexander Atkinson Balu Berg Cantesanu Conn (Abilene TX 1969-86) Conn (Eastlake OH 1986-present) Conn (Elkhart IN 1937-1969) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

86 32 18 40 16 27 35 67 18 38 39 4 53 68 59 67 3 4 26 16 59 43 64 48 29 36 82 51 75 46 6 16 63

3 13 6 3 2 41 20 7 1 0 0 21 2 1 21 4 51 10 26 4 2 0 0 0 0 0 3 1 0 1 2 4 12

2 30 40 23 24 24 37 17 28 26 23 37 21 17 13 17 29 34 33 25 25 19 12 15 24 26 6 18 10 33 22 26 18

2 18 29 27 51 1 1 2 46 29 31 31 17 7 0 5 10 45 8 48 7 31 17 30 40 31 2 23 8 13 63 47 0

40 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Experience Level: Enthusiasts 93 total votes Yes Alexander Atkinson Balu Berg Cantesanu Conn (Abilene) Conn (Eastlake) Conn (Elkhart) Cornford Dieter-Otto D端rk Eastman Finke Geyer Holton Hoyer Jupiter Kalison King Kortesmaki Kruspe K端hn Lawson Lewis McCracken Patterson Paxman Rauch Schmid Schmidt Sorley Willson Yamaha

No

No opinion

Never heard of it 86

32 18

30

6

23

27

24

51

27

41 35

24

20

1

7

28

46

0

39

31 31

53

2

21

68

5

26

33

25

8

48

59

2

43

0

25

19 0

48

0 0

7 31

64

12

17

15

30

24

36

10

45

26 4

40

0

26

31

82

3

51

1

18

6

2

22

16

4

0 1

6

2

23

75 46

0

17

29

34

29

7 13

4

51

16

17

21 67

10

17 1

59

4

2

29

23 37

3

1 17

26

0

21

1

37

67

38 4

29

3

2

18

18

40

40

16

3 22

13

33

10

8 13

63

26 63

47 12

18

0

41 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten most recognized brands within the enthusiast experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Holton Yamaha Conn (Abilene) Conn (Eastlake) Alexander Conn (Elkhart) Paxman Hoyer Geyer Kruspe

100% 100% 99% 99% 98% 98% 98% 95% 93% 93%

The bottom ten least recognized brands within the enthusiast experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Sorley Cantesanu Kortesmaki Willson Cornford Kalison McCracken D端rk Eastman K端hn

67% 54% 51% 50% 49% 48% 63% 33% 33% 33%

42 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


The top ten brands most perceived to produce quality horns within the enthusiast experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Alexander Paxman Schmid Geyer Conn (Elkhart) Hoyer Lawson Yamaha Holton Kruspe

92% 88% 80% 73% 72% 72% 68% 67% 63% 63%

The bottom ten brands least perceived to produce quality horns within the enthusiast experience level: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Jupiter Conn (Abilene) King Eastman Holton Conn (Eastlake) Atkinson Yamaha Kalison Conn (Elkhart)

54% 44% 27% 22% 2% 21% 13% 12% 10% 7%

43 | P a g e Name Recognition and Perception of Quality in Brand Names of (French) Horns Bruce Hembd, Hornmatters.com. All rights reserved 2011.


Name Recognition and Perception of Quality in Brand Names of (French) Horns