Brand personalities: the importance of names for new apple varieties

摘要

Developing and marketing new varieties is essential to sales and profit growth in US fruit markets. Given the number of new apple varieties that are under development, it is important for producers to understand the market potential for each new variety. Research shows that consumer response to new fruit varieties is driven largely by fruit size and sweetness. However, apples are one of the few fresh produce items where variety names take on the role of brands, and brands have been widely shown to influence consumer response.