Familiarity With Jewelry Brands

In 1999, JCK released the results of a consumer study of jewelry purchasing habits, conducted by Taylor Nelson Sofres Intersearch, a market research firm in Horsham, Pa.* Jewelry shoppers were queried on topics including their knowledge of name brands. Their response is a wake-up call to those still asking, "How important is branding?" Not familiar with any brands named: 48.7% Familiar with the following brands:** Tiffany 41.5% Cartier 35.5% De Beers 20.6% Van Cleef & Arpels

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