Executive Summary

The purpose of this study was to analyze consumer perceptions of three brands of flavored water and how these perceptions affected and were affected by print advertisements for those brands. The three brands tested in this study were Dasani, Tropicana and Kellogg's. Based on brand index scores, all three brands were almost equally well perceived, with Dasani exhibiting a slightly higher brand index score than the other two brands. Participants responded most favorably to the Kellogg's and Tropicana advertisements and least favorably to the Dasani advertisement. In general, there did not appear to be a very strong relationship between how respondents perceived the brand and the impact the ads they viewed had on their purchase intentions.