When Office Depot and OfficeMax merge, it may make sense for them to take the Office Depot name as that is the stronger brand in the eyes of consumers.
Office Depot receives higher consumer perception scores across the board than OfficeMax in six of YouGov BrandIndex’s key tracking measurements: Buzz, Impression, Quality, Value, Reputation and Willingness to Recommend.
Staples leads the category in all those measurements with the exception of Buzz, where Office Depot has overtaken the brand since February 24th.
All three brands receive their highest grades in YouGov BrandIndex’s Impression, which asks respondents: “Do you have a general positive feeling about the brand?" All three receive their lowest marks in the Buzz measurement, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
Buzz Scores: Office Depot, OfficeMax, Staples
