Tag Archives: branding

Consumers’ Favorite Brands

Brand reputation is critical to organizations. And, while brand value and reputation can be measured in various ways, The Harris Poll Reputation Quotient (RQ) has evaluated the public’s perception of companies’ reputations since 1999. The study starts by surveying the consumers’ top of mind awareness of companies that have excelled, or failed. Then, the most visible companies are evaluated on six dimensions of attributes to determine a ranking. The six dimensions of corporate ranking are:

  1. Social responsibility
  2. Product and services
  3. Vision and leadership
  4. Emotional appeal
  5. Financial performance
  6. Workplace environment

The annual study began with a nomination phase where 4,244 U.S. adults were asked:

  1. Of all the companies that you’re familiar with or that you might have heard about, which TWO – in your opinion – stand out as having the BEST reputations overall?
  2. Of all the companies that you’re familiar with or that you might have heard about, which TWO – in your opinion – stand out as having the WORST reputations overall?

In the ratings phase, an online survey asked 25,800 U.S. adults to rate two of the companies with which they were “very” or “somewhat” familiar. Approximately 300 ratings were collected per company.

The results are interesting.

Top 10 – BEST Bottom 10 – WORST
1.      Amazon

2.      Wegmans

3.      Tesla Motors

4.      Chick-fil-A

5.      Walt Disney Company

6.      HEB Grocery

7.      UPS

8.      Publix Super Markets

9.      Patagonia

10.  Aldi

90. United Airlines

91. Halliburton

92. Goldman Sachs

93. Experian

94. BP

95. Monsanto

96. The Trump Organization

97. Wells Fargo & Company

98. Weinstein Company

100. Takata

What is your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding.
  2. Poll students with the same two questions that Harris used: What two companies have the BEST reputation, and what two companies have the WORST reputation.
  3. Tally the results on the board and ask students to rate the top best and worst on the six attributes, using just their opinions and current knowledge.
  4. What are the results?
  5. Show the Harris Poll report: https://theharrispoll.com/reputation-quotient/#rq
  6. A video is available: https://tdameritradenetwork.com/video/77694950-7dfc-4ae3-bd25-86ab04d63406

Source:  The Harris Poll, USA Today, other news sources

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For Valentine’s Day, a Pizzeria Made of Chocolate

 

In keeping with the season of love and Valentine’s Day, Canadian food company Dr. Oetker opened a pop-up pizzeria in Toronto that was entirely made of chocolate! Yes, you read this correctly; the whole restaurant is made of chocolate. Not only is the pizza made of chocolate, but so is everything else in the restaurant. This includes tables, walls, artwork, light fixtures, flowers, and even the pizza oven is made of chocolate. (Not sure why the oven doesn’t melt.)

If all this still isn’t enough chocolate for you, even a chocolate diamond was created! Heart In Diamond, a man-made diamond company, broke down a Cioccolato chocolate pizza into powder form, then placed it into a high-pressure, high-temperature oven for 120 days and created a half-carat diamond ring.

The unique chocolate dessert pizza has a chocolate crust and is topped with chocolate sauce, dark chocolate chips, milk chocolate shavings, and white chocolate chunks.

Feeling a sugar rush?

Group Activities and Discussion Questions:

  1. Poll students: What is the craziest thing they have ever seen made of chocolate?
  2. Show the video: https://youtu.be/9AbGf374dt0
  3. Show the pizza on the company Web site: http://www.oetker.ca/ca-en/our-products/ristorante-thin-crust/cioccolato/cioccolato.html
  4. Discuss the importance of clearly defining a target market.
  5. What is the target market for this product?
  6. Divide students into teams and have each team develop a profile of the target market. Include demographics, psychographics, behaviors, values, attitudes, etc.
  7. Based on the target market profile, what makes this product unique for these customers?

Source:  Brandchannel.com (12 Feb., 2018). World’s first chocolate pizzeria is open through Valentine’s Day.

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Super Bowl 2018 Advertising

With hundreds of millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 103 million viewers, the 52nd Super Bowl is one of the most watched TV program in U.S. history. And, days later, we are still watching ads, arguing about them, and measuring results.

Watch the ads – which ad is your favorite?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: http://admeter.usatoday.com/results/2018
  2. Divide the students into teams.  Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Age Daily, Brandchannel.com, USA Today, other news sources

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