Winning smiles don't always add up to winning brands
Brand personality has always been a revealing measure of a brand’s effectiveness.
A recent survey conducted by Decision Technology exposed the highs and lows of brands – as professed by the brand’s character.
The survey (now in its fifth year) is very telling in that, as with all judgments of personality, just because one may like or even admire another’s personality, it doesn’t necessarily follow that one ‘loves’ them. (Brand personality doesn’t automatically equate to brand profit).
Highlights from the 2009 survey included:
Amazon kept its top spot as most honest brand.
The UK Labour Party was rated the least honest brand – just short of the Sun newspaper and the British and European Parliaments.
Following the storm over France’s defeat of Ireland in their World Cup qualifier, FIFA languished amongst the ten most dishonest brands.
Google was considered the most innovative brand.
Political parties and institutions such as the Bank of England and the United Nations dominated lists of least innovative brands. (The UN produced the scandalous condemnation of the Middle East’s only democratic country – Israel).
Mercedes-Benz and Cambridge University were the most prestigious brands. The UK’s Sun newspaper, Primark, Lidl, and Ryanair were considered the least prestigious brands.
Microsoft and Tesco kept their spots as the UK’s most powerful brands.
The UK Liberal Democrats had the uncomfortable privilege of taking the least powerful brand of 2009.
Body Shop was the greenest brand of 2009, whilst the four least green brands were all airlines.
Decision Technology’s annual survey of over 1,400 consumers and 120 brands was based on experimental psychology. The personality of each brand was measured using objective methodology involving the rating of each brand across 45 different adjectives. The ratings were then combined using statistical models to determine the personality of each brand on five key aspects. The survey has been running for five years. This was the first public release of the full survey findings.
Sunday, December 27th, 2009 at 10:32 amand is filed under Brand expert, Branding, Misc. You can follow any responses to this entry through the RSS 2.0 feed.
