The Netherlands: Top of Mind Awareness of Corporate Brands Among the Dutch Public

Abstract

This article discusses the results of the steps that were taken before the actual measurement of the RQ-data in the so-called nominations phase. This is the first phase of the Reputation Quotient method in which a representative sample of a national population nominates the three best and the three worst companies in their perception. This article will show the results of the nominations study in the Netherlands and try to explain why some companies have a high top of mind awareness regarding their corporate brand (ToMAC) while others have a lower ToMAC-score.