PARSIPPANY, N.J. (Feb. 6, 2011) -- Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, announced that it has maintained its industry leadership position in brand awareness for the 11th consecutive year. In a study conducted by Millward Brown, a leading global market research organization, the CENTURY 21® brand achieved 95 percent name recognition, the highest consumer awareness level when compared to other real estate brands.
“We are proud of the fact that the CENTURY 21 brand continues to rank highest in consumer brand recognition year after year,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “Our innovative marketing is designed to keep the CENTURY 21 brand name top-of-mind by providing home buyers and sellers with the information they want, when they want it and how they want it. To ensure our continued leadership, our market messaging is both online and in traditional broadcast media. We’re also in many new venues from mobile apps for all smart phones, to customized Facebook business pages as well as the Super Bowl.”
Other key findings of the Millward Brown study:
On Feb. 5, 2012, CENTURY 21 Real Estate enhanced its industry-leading brand awareness with the airing of its first-ever Super Bowl ad on NBC. The company also aired 16 pre-game ads and sponsored the 3:30-4:00 p.m. block of the Super Bowl pre-game show.
Millward Brown Study Methodology
Source: 2011 Ad Tracking Study. The survey results are based on 1,200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness questions are based on a sample of 1,200 respondents at a 90% confidence level with a margin of error is +/- 2.4%. The study was conducted between September 12 and November 20, 2011 by Millward Brown, a leading global market research organization.