Gauging What Makes the Top Brands Click


chart1chart2

*These 10 brands do not represent the least favorable brands that CoreBrand tracks; they do represent the companies that are least favorable among the most widely familiar brands.

More than two-thirds of the top 10 most respected brands in 2013 hailed from the consumer staples sector, per CoreBrand.That’s not exactly surprising when you consider that the category tends to fare the best during tough economic times.

At the same time, the brands share another and perhaps more salient trait in common: a familiarity score hovering in the 80s to mid-90s. A score in that vicinity has near universal awareness, with some level of confidence about the full breadth of the business, according to the report.

BrandPower Series: Brand Respect stems from the 2013 version of CoreBrand’s Corporate Branding Index, which is based on a continuous benchmarking tracking survey of 1,000 companies across 54 industries and 10 business sectors.

While the most respected brands tend to be the bigger companies, they take a decidedly holistic approach to communications. “These companies tend to communicate more, whether that’s through advertising, PR, IR or social media,” said Jim Gregory, CEO of CoreBrand. “And they’re spending more time trying to communicate and message on all the [media] platforms.”

As brands distribute their messages more and more via myriad channels, the trick for communicators is to make sure the messages are consistent.

“Every company has multiple audiences to reach,” Gregory said. The various messages have “to be woven into a consistent theme and a consistent plan. The more consistency from brands, the more favorability” they garner. PRN

CONTACT:

Jim Gregory, jgregory@corebrand.com.

 

 

 


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.