Which brand do you know best: Mozilla or Firefox? [blogmag.net]

Which brand do you know best: Mozilla or Firefox?

In past discussions and research, we have found variations in Firefox and Mozilla brand awareness around the world. This is important to know to make sure we communicate effectively in each country. So we decided to add the question as part of the Firefox in your country survey.

Here are the round 1 results:

What do you think accounts for the variations in brand recognition? Are they linked to Mozilla’s history in the country (did people follow Mozilla from its early days for example)? Firefox market share? Press coverage? All of the above?

As a side note, we realized there might have been some confusion due to the wording of the question: “Which brand are people you know most likely to recognize and associate with a web browser?” Did people select Firefox rather than “both” in countries where people do know the Mozilla brand well because Firefox is the only one they associate with a browser?

We have updated the question in round 2 to fix this, and will report on whether or not the change made any difference.

Posted on Dec 16, 2008 by Alix F. @ 18:11. This article has been registered in the categories mozilla, insights,

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Dec 16, 2008 @ 21:55

Note that the title of this post and the question asked is still different. I answered the survey question (round two) based on what I think other people know, not what I know.

Alix

Dec 16, 2008 @ 22:17

Mook: the question really is meant to ask what brand do you think people around you know about, so you answered it correctly, I just needed a short title for the post :-) Thanks for responding to the survey!

Ian Thomas (thelem)

Dec 17, 2008 @ 06:10

I suspect that you would find the result for most one-product companies (and I would put Mozilla in that category, because Firefox gets so much more press and user attention than the other products). I think people remember what they interact with regularly, which is Firefox and not Mozilla.

An exception would be Netscape, which was always a much bigger brand than Navigator.

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Dec 17, 2008 @ 07:43

The driving force the phrasing always needs to be what we actually want to know when asking the question: How recognized our global and most-used-product brands are, or which one is actually associated with that product?

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Personally, as I have built links with Firefox, I would recognise the Firefox brand first over Mozilla every time.

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