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Archive for June, 2007

Brand Value & Pricing

Branding Trivia


How will you do in our end-of-month branding trivia?

What brands are associated with these taglines?

1. You deserve a break today.
2. Be all that you can be.
3. Just do it.
4. It’s the real thing.
5. Where’s the beef?
6. It takes a tough man to make a tender chicken.
7. We try harder.
8. Oh, what a feeling…
9. You’ve come a long way, baby.
10. Mmm mmm good
11. It’s where you want to be.
12. It takes a licking and keeps on ticking.
13. Don’t leave home without it.
14. A different kind of company.  A different kind of car.
15. The Uncola.
16. Melts in your mouth, not in your hand.
17. When you care enough to send the very best.
18. Have it your way at…
19. All the News That’s Fit to Print.
20. Put a tiger in your tank.
21. Snap! Crackle! Pop!
22. We bring good things to life.
23. It’s not just a job – it’s an adventure.
24. The thrill of victory. The agony of defeat.
25. Nothing beats a great pair of legs.

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?Branding Bag?

EquiTrend Brand Leaders


This week Harris Interactive released the 2007 results from EquiTrend, a renowned annual brand equity study that measures and compares over 1,000 brands across 39 categories.

Among the brands included in this study, there are six brands that stand above all others:

Hershey Kisses Chocolate Candy has achieved the highest overall “Brand Equity” score (79.5) as well as the highest “Overall Relevance” score (77.2) among all 1,120 brands measured.

Coca Cola and Heinz Ketchup both scored 98 percent “Familiarity” rating among respondents, the highest of all brands measured.

St. Jude’s Research Hospital was noted as having the highest quality score with an 8.54 out of possible 10.

Kraft Foods, Inc. has captured the highest “Purchase Consideration” among brands measured with a score of 8.55 out of a possible 10.

Craftsman Tools appears to have earned the attention of consumers and gained the highest score for both “Brand Expectations” (7.65) and “Trust “(8.55).

Bentley Automobiles seems to have set itself apart not only among automotive brands but among all 1,120 brands measured as it scored the highest rating for “Distinctiveness” (7.61).

“These brands are to be commended for not only have they made themselves known – they’ve made their brands relevant to their consumers,” said Carol Gstalder, Senior Vice President, Brand & Strategy Consulting Practice, Harris Interactive. “They have created consumer expectations for a positive experience with their brands, and most importantly, they’ve delivered on that brand promise.”

EquiTrend provides insight on all 1,120 brands included in the survey based on six base measures, including: Familiarity, Quality, Purchase Consideration, Brand Expectations, Distinctiveness and Trust. From these base measures “Brand Equity” and “Overall Relevance” are calculated for each brand (See the methodology for details).

EquiTrend has been designed to be a concise and efficient way to measure the bonds that exist between the consumer and brands. Key measures help determine a brand’s stance among its competitors, within other categories, and in comparison to world-class brands overall. Brands that utilize EquiTrend are also able to break down results to understand their brand measures by various audience segments including such segments as influentials and teens.


• The EquiTrend study is a brand equity study conducted online once yearly by Harris Interactive.

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Brad VanAuken Building Winning Brands

Building Winning Brands – 15 of 16


The Fifteenth most important thing to know about building winning brands is your brand must stand for something. Nike stands for “authentic athletic performance.” Ritz Carlton is all about “ladies and gentlemen serving ladies and gentlemen.” The Nature Conservancy intends to “save the last great places” on earth. Patagonia is committed to serving people who love the wild country and the outdoor adventures that it provides. If you aren’t convinced, visit their web site. What does your brand stand for?

In building its Gold Crown store brand, Hallmark created an advertising campaign that communicated that if a person shops Hallmark Gold Crown stores, you can be sure that he or she is nice. One such ad features employees conjecturing about a new boss who was rumored to be tough. People changed their minds about her when they saw her walking to her office with a Hallmark Gold Crown shopping bag. This is called “branding as a badge.” An even better example of this is Harley-Davidson owners who wear the company logo as a tattoo. Another example is farmers who wear Pioneer Hi-Bred International or International Harvester ball caps. Do your customers proudly don your company’s logo?

Sponsored By: Harvard Business School Press

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Branding Basics

Brand Building: Resisting ‘Sameness’


Ever heard of a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. So why would a brand take the opposite approach?

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Branding & Leadership

Drucker Wisdom: Leadership And The CEO


Peter Drucker Brand Leadership Wisdom

Successful leaders don’t start out asking, “What do I want to do?” They ask, “What needs to be done?” Then they ask, “Of those things that would make a difference, which are right for me?” They don’t tackle things they aren’t good at. They make sure other necessities get done, but not by them. Successful leaders make sure that they succeed! They are not afraid of strength in others. Andrew Carnegie wanted to put on his gravestone, “Here lies a man who knew how to put into his service more able men than he was himself.”

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