ABSTRACT
A final divergence between the men and women to whom we talked is in the area of brand-relevant knowledge. Very interestingly, women, despite often being labeled as the family shoppers, were substantially less cognizant of men's brands than were the men in the sample. For example, women named the same product categories representing masculinity as men, for example weapons, vehicles, grooming products, alcohol, tools, but they recited far fewer brands. Indeed, they seemed reliant on the most advertised men's brands, such as Budweiser beer, Calvin Klein underwear, Axe and Old Spice deodorant, Nike shoes, Gillette razors, Hanes underwear. They did not name, for instance, Craftsman tools, Mustang cars, Jameson whisky, DeWalt tools, Guinness ale, or Mossy Oak hunting gear. Their brand knowledge seems to be limited to those brands most widely advertised nationally. They lack expertise in the intricate details of men's branding.
