C21 is the Most Respected and Most Recognized Brand in Real Estate

1. C21, Re/Max and Coldwell Banker most recognized brands
Online survey also gauges consumer perceptions of 'most
respected' names
BY INMAN NEWS, WEDNESDAY, FEBRUARY 20, 2013.
Inman News®
Century 21, Re/Max and Coldwell Banker are the most recognized real estate brand
names used by brokerages, according to an online survey of U.S. homebuyers and
sellers commissioned by Century 21 and conducted by Millward Brown, a global brand
research company.
The multiple-choice survey, which polled 1,204 randomly selected U.S. adults who
have either bought or sold a home in the past two years or plan to buy or sell a home in
the next two years during two separate two-week periods in 2012, showed that 96
percent of respondents had "seen or heard of" Century 21.
Re/Max, Coldwell Banker and Prudential rounded out the top four with 91 percent, 86
percent and 70 percent of respondents, respectively, indicating that they had ever "seen
or heard of" the brands.
A similar survey by Millward Brown last year showed Century 21, Re/Max and Coldwell
Banker retaining similar leadership positions in brand awareness.
Other brands in the poll, which was conducted Feb. 5-19, 2012, and Aug. 12-26, 2012,
were Keller Williams, ERA, Real Living, Realty Executives and Weichert, Realtors.

2. Source: Millward Brown 2012 real estate brand research study
This year's survey marked the first time respondents were asked to identify the "most
respected" brand in the real estate industry. Century 21, Re/Max and Coldwell Banker
also topped this list.
Source: Millward Brown 2012 real estate brand research study
Respondents were also asked how likely they were to recommend one of the leading
brands to someone else. Century 21 revealed only whether more or less than 25
percent of respondents would recommend a brand.
Less than 25 percent said they would recommend Coldwell Banker, ERA, Keller
Williams, Prudential, Realty Executives or Weichert. More than 25 percent of
respondents said they would recommend Century 21 or Re/Max.