Microsoft Brand In Sharp Decline

Amy Bennett writes "A recent poll of about 12,000 US business decision-makers by market researcher CoreBrand found that Microsoft's brand power has taken a dive over the past four years. According to the study, Microsoft dropped from number 12 in the ranking of the most powerful US company brands in 2004 to number 59 last year. In 1996, the company ranked number 1 in brand power among 1,200 top companies in about 50 industries. The CEO of CoreBrand said: 'When you see something decline with increasing velocity, it's a concern.' To add some historical context, IBM suffered a much faster and more severe decline in brand power in the early 1990s and it took them 10 years to rebuild the brand's reputation."

Comments

Re:Wha?

[antikaos]

From TFA "CoreBrand measures brand power using four criteria. It first rates the familiarity of a company's brand. Once a company has a certain level of familiarity, they are ranked according to three "attributes of favorability": overall reputation, perception of management and investment potential..."

Re:So who is the current #1?

[phantomfive]

According to the PDF linked to in the article, the top eleven are:

1. Coca-Cola (same rank as last year)
2. Johnson & Johnson (same rank as last year)
3. Hershey Foods (up from number 8 last year)
4. Harley-Davidson (up from number 6 last year)
5. Hallmark Cards (same as last year)
6. Campbell Soup (up from 10 last year)
7. UPS (down from 4 last year)
8. FedEx (down from 7 last year)
9. Colgate-Palmolive (up from 12 last year)
10. Starbucks (up from 13 last year)
11. PepsiCo (down from 3 last year)

This list is measured from a telephone interview among business leaders. Their scores were weighted higher if they had more familiarity with the companies in question. They were rated based on the Brand's overall reputation, perception of management, and investment potential. Note that these are corporate brands, not consumer brands. Apple is not on the list, in case anyone was wondering.

Re:So who is the current #1?

[freemywrld]

To see a list of brands owned by Johnson & Johnson: http://www.jnj.com/product/brands/index.htm

Chances are you have heard of at least some of these products (e.g. Tylenol, KY, Rolaids... the list is long).