There has been a lot of talk about how during tough times, "branding is a waste" of time & money.
Those who believe that and act accordingly are foolish.
A Brand should reach beyond the immediate sale and create an emotional connection. That connection will last longer than a drop in the economy.
Here's the latest Brand Key survey results via Mediawatch:
The Brand Keys Customer Loyalty Engagement Index is an annual syndicated study that currently examines customers' relationships with 518 brands in 71 product categories. The annual Winners are those brands best able to engage consumers and create loyal customers, according to the analysis.
The sample is made up of 50% men and 50% women 18 to 65 years of age drawn from the nine U.S. Census regions. Respondents (with an even-age-spread representation) are screened according to category particulars and asked to assess the brand for which they have been determined to be a "customer."
Psychological assessments reveal the values that drive consumers' in-market behavior and quantify what they are willing to believe about a brand. The questionnaire is reported (by the author) to have a test/retest reliability of .93 calculated from National Probability Samples in the US and UK.
According to the Advertising Research Foundation, notes the report, the theoretical framework employed has been shown to be nearly three times better correlated to sales than standard persuasion measures.
The category-loyalty drivers describe (in predictive terms) how consumers view the category, how they will compare brands in the category, and how they will buy and remain loyal.
| Top Five 2010 Brand Winners Listed by Category (2010 Brand Keys Customer Loyalty Engagement Index) | |||||
| Category | Winner | Next Four Places in Order | |||
| Airline | JetBlue | Southwest | Midwest | Delta | Continental |
| Allergy Medicine (OTC) | Tylenol | Claritin | Benadryl | Sudafed | Zyrtec |
| Athletic Footwear | New Balance/Nike (tie) | Air Jordan | Adidas | Asics | Reebok |
| Automotive | Hyundai | Toyota | Subaru | Ford | Saab |
| Bank | Wells Fargo | Bank of NY | JPMorgan Chase | PNC | Wachovia |
| Beer (Light) | Coors Light | Miller Lite | Bud Light | Michelob Light | Amstel Light |
| Beer (Regular) | Budweiser | Sam Adams | Heineken | Miller Genuine | Coors |
| Bottled Water | Aquafina/San Pellegrino (tie) | Fiji | Poland Spring | Dannon | Volvic |
| Bottled Water (Enhanced) | Vitamin Water | Activate | Nestle Pure Life | Penta | Smart Water |
| Breakfast Cereal: Adults | Cheerios | Kix | Honey Nut Cheerios | Frosted Mini Wheats | Raisin Bran |
| Breakfast Cereal: Kids | Lucky Charms | Frosted Flakes | Cocoa Puffs | Trix | Cap'n Crunch |
| Car Insurance | Allstate | Progressive | GEICO | State Farm | Nationwide |
| Car Rental | Avis | Hertz | Enterprise | National | Budget |
| Casual Dining | IHOP | Olive Garden | TGI Friday's | Ruby Tuesday's | Red Lobster |
| Clothing Catalogues | J. Crew | Lands' End | L.L. Bean | Eddie Bauer | Chadwicks of Boston |
| Coffee | Dunkin' Donuts | Starbucks | McDonald's | Krispy Kreme |
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| Computer (Laptop) | Apple | Dell | Samsung | Sony VAIO | HP |
| Computer (Netbook) | Acer/Samsung (tie) | Toshiba | HP | Gateway | Dell |
| Cosmetics (Luxury) | Estee Lauder | Clinique | Chanel | Lancome |
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| Cosmetics (Mass Merchandiser) | Mary Kay | Maybelline | L'Oreal | CoverGirl | Revlon |
| Credit Card | American Express/Discover (tie) | Visa | Capital One | MasterCard |
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| Digital SLR Cameras | Canon/Nikon (tie) | Fuji | Panasonic | Sony | Olympus |
| Digital Point & Shoot Cameras | Kodak/Canon (tie) | Nikon | Fuji | Panasonic | Casio |
| DVD Players | Samsung | Sony | Toshiba | Phillips | Sharp |
| Energy Provider | PSE&G | PECO | Excelon | Conectiv | N-Star |
| Evening News Show | CBS | ABC | NBC | MSNBC | CNN |
| Gasoline | BP | Texaco | Sunoco | Chevron | Mobil |
| Hair Color | Clairol/L'Oreal (tie) | Garnier | Revlon |
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| HDTV (LCD) | Samsung/Sony (tie) | LG | Sharp | JVC | Toshiba |
| HDTV (Plasma) | Samsung | LG | Sony | Pioneer | Hitachi |
| Hotel (Luxury) | Inter-Continental | W Hotels | Fairmont | Ritz-Carlton |
|
| Hotel (Upscale) | Embassy Suites | Hyatt | Marriott | Hilton | Radisson |
| Hotel (Midscale) | Best Western | Comfort Inn | Ramada | Hampton Inn | Holiday Inn |
| Hotel (Economy) | Days Inn | Travelodge | Econo Lodge | Motel 6 |
|
| Insurance Company | NY Life | MetLife | The Hartford | AXA | ING |
| IT Solutions Provider | Accenture | Cisco | HP | IBM | Dell |
| Laundry Detergent | Tide | Cheer | Wisk | Gain | All |
| Long Distance Phone Service | Verizon | AT& T | Sprint | MCI | Qwest |
| Major Sports League | NFL/MLB (tie) | NBA | NHL |
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| MFP Office Copier | Konica Minolta/ Canon (tie) | Xerox | Ricoh | Panasonic | HP |
| Moisturizing Skincare (Luxury) | Clinique | Estee Lauder | Elizabeth Arden | Lancome | Shiseido |
| Moisturizing Skincare (Mass Merchandiser) | Mary Kay | L'Oreal | Aveeno | Eucerin | Neutrogena |
| Morning News Show | Today Show (NBC) | Good Morning America (ABC) | Fox & Friends (FOX) | American Morning (CNN) | Early Show (CBS) |
| Mutual Fund | Vanguard | Putnam | American Funds | Fidelity | Janus |
| Online Books & Music | Amazon.com | BarnesandNoble.com | Buy.com | Overstock.com |
|
| Online Brokerage | Scottrade.com | OPtions Xpress | Wells Fargo | Fidelity.com | Schwab.com |
| Online Travel | Expedia/Kayak (tie) | CheapTickets | Orbitz | Priceline | Travelocity |
| Pain Reliever (OTC) | Advil | Tylenol | Aleve | Excedrin | Bayer |
| Paper Towels | 7th Generation/ Bounty (tie) | Viva | Basic | Brawny | Scott |
| Parcel Delivery | FedEx | UPS | US Postal Service |
|
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| Pasta Sauce | Barilla | Classico | Colavita | Newman's Own | Rao's |
| Pet Food - Canned (Cats) | Hills/Purina (tie) | Iams | Whiskers | Fancy Feast | Friskies |
| Pet Food - Canned (Dogs) | Purina One | Pedigree | Alpo | Hills | Gravy Train |
| Pizza | Domino's | Pizza Hut | Papa John's | Little Caesars | Godfather's |
| Printers | HP | Lexmark | Samsung | Canon | Dell |
| Quick-Serve Restaurant | McDonald's | Subway | Burger King | Quiznos | KFC |
| Retail Store (Apparel) | J. Crew | Victoria's Secret | H&M | Abercrombie & Fitch | Gap |
| Retail Store (Department) | Kohl's/T.J. Maxx (tie) | Macy's | Marshalls | Sears | Dillard's |
| Retail Store (Discount) | Walmart | Target | Kmart |
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| Retail Store (Electronics) | Best Buy | Radio Shack |
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| Retail Store (Home Improvement) | Home Depot | Ace | Lowe's | True Value |
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| Retail Store (Office Supply) | Staples | Office Depot | OfficeMax |
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| Retail Store (Price Clubs) | Sam's Club | Costco | BJ's |
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| Search Engine | Google/Bing (tie) | MSN | AOL | Netscape | ASK |
| Smart Phone | Apple | Samsung | Blackberry | Nokia | LG |
| Soft Drink (Diet) | Diet Pepsi | Diet Coke | Diet 7-UP | Diet Dr. Pepper |
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| Soft Drink (Regular) | Pepsi | Mountain Dew | Coca-Cola | 7-UP | Dr. Pepper |
| Toothpaste | Tom's of Maine | Crest | Colgate | Arm & Hammer | Listerine |
| Vodka | Grey Goose | Belvedere | 3 Olives | Ketel One | Rain |
| Chopin |
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| Wireless Handset | Samsung | LG | Sony Ericsson | Motorola | Nokia |
| Wireless Phone Service | AT& T Wireless | Verizon Wireless | Sprint PCS | T-Mobile |
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| Source: Brand Keys Customer Loyalty Insights Report, January 2010 | |||||
To learn more about the study, and view all of the category brand finishers, please visit BrandKeys here.
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