Corporate Eye

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Susan Gunelius

Susan Gunelius

Google #1 for Brand Loyalty – Again

For the past 11 years, Brand Keys has conducted a comprehensive survey of brand loyalty among consumers.  This year 371 brands were included in the survey across 57 categories, and 26,000 consumers were surveyed about those brands in September 2008. 

The results of the survey are not entirely surprising with Google topping the list for the second year in a row.  Other brands appeared to be directly affected by the state of the U.S. economy with brands like Wal-mart rising (from 63 to 18) and brands like Hyatt falling (from 8 to 32). 

The top 5 brands overall are: [Read more…] about Google #1 for Brand Loyalty – Again

Branded Domain Name Extensions are Coming with a Big Price Tag

Branded domain names could be available as early as 2009 through ICANN.  There will be financial and technical requirements that must be met by anyone applying for their own top-level domain.  In fact, it’s being speculated that these new domains could cost at least $100,000.  Instead of .com or .org and so on, you might start seeing websites with branded domains such as .McDonalds or .Microsoft by 2010.

When you think about it, a $100,000 price tag is nothing in comparison to the brand value that a branded domain offers.  It seems like a simple decision for companies to make – invest in your branded domain ASAP! [Read more…] about Branded Domain Name Extensions are Coming with a Big Price Tag

Who are the Most Influential People in Advertising, Marketing and Media?

AdWeek is conducting a poll to help its editors determine who the most influential person in advertising, marketing and media is.  Since branding is so closely integrated with advertising, marketing and media, I was immediately drawn to this survey.  However, I was disappointed in the list of people to vote for.

The list is made up of a number of popular bloggers, corporate execs, and celebrities, but it seems to be missing something.  I’m not suggesting that Oprah Winfrey isn’t influential.  She probably tops this list in many parts of the world, but I do think the list should be split between the celebrities and bloggers and the people in the trenches of advertising and marketing.  It doesn’t seem appropriate to top a list of the most influential people in advertising, marketing and media with J.J. Abrams.  I know Lost is a popular TV show and I loved Alias, but it doesn’t make complete sense.  I should also mention that as of right now, Steve Jobs of Apple is in the lead with almost twice as many votes as the next closest person on the list. [Read more…] about Who are the Most Influential People in Advertising, Marketing and Media?

Toyota Considers Making Prius an Independent Brand

Toyota already has several successful independent brands – the Prius at a lower price for younger buyers and the Lexus at a higher price for older, luxury car buyers.  Now, Toyota is considering making the hybrid Prius an independent brand complete with new models.  A smaller Prius and larger Prius are both being considered for the new brand lineup.

According to James E. Lentz III, president of Toyota Motor Sales USA, the Prius independent brand strategy comes directly from consumer demand and market conditions.  In short, consumers want more fuel efficient car choices in the United States, and the Prius is the most popular hybrid car in the U.S.  It makes sense to extend the line and make Prius its own brand. [Read more…] about Toyota Considers Making Prius an Independent Brand

Trademark Violations – The Good, the Bad, and the Ugly from Apple

Corporations have every right to protect their trademarks, including their brand trademarks such as product names, slogans and logos.  However, it’s important not to assume a false power with those trademarks simply because your company is bigger than others.

A perfect example is in the news this week.  In a cease and desist letter, Apple threatened the Victoria School of Business and Technology with legal action if the school doesn’t stop using their own apple logo, which they have been using without any problems since 2005.  Below are the two logos side-by-side.  What do you think? [Read more…] about Trademark Violations – The Good, the Bad, and the Ugly from Apple

The Brand Champion Exit Strategy – Lessons from Apple and Steve Jobs

I often write on Corporate Eye about how important it is to have brand champions and brand guardians who truly believe in your brand and live your brand promise.  When those people become popular spokespeople for the brands they champion, the brands receive publicity boosts that can’t be denied. 

Examples of popular brand champions who over time have become physical embodiments of the brands they represent include Hugh Hefner for Playboy, Bill Gates for Microsoft, and J.K. Rowling for Harry Potter.  But what happens to the brand when something happens to the key brand champion?

This is a fate experience by Apple last week when an erroneous report on a Wall Street Journal blog reported that Steve Jobs had experienced a massive heart attack.  The result – a 5.4% drop in Apple share price that same morning, which brought the stock to a 17-month low.  The reaction of the market was swift and significant when word got out that the brand champion had fallen ill (regardless of the fact that the report turned out to be false). [Read more…] about The Brand Champion Exit Strategy – Lessons from Apple and Steve Jobs