Tag Archives: marketing

2017 Corporate Reputation Survey

Reputation and brand management are extremely important to companies. Managing a corporation’s reputation is an increasingly fraught task in today’s divisive political and business climates. A company’s values and mission play a large role in its reputation among consumers.

A recently released Harris Poll report analyzes the “Reputation of America’s 100 Most Visible Companies.” The poll measures a company’s reputation based on the perception of 23,000 Americans. Six categories are used: Social Responsibility, Emotional Appeal, Product and Service, Vision and Leadership, Financial Performance, and Workplace Environment. The Reputation Quotient (RQ) for this year has 17 of the 100 most visible companies earning an “excellent reputation” and 34 companies received “very good.”

The top 10 highest-ranking companies are:

  1. Amazon
  2. Wegmans
  3. Publix
  4. Johnson & Johnson
  5. Apple
  6. UPS
  7. Walt Disney
  8. Google
  9. Tesla
  10. 3M Company

According to the study, the biggest risks are intentional wrongdoing or illegal actions, lying or misinterpreting the facts about a product, and intentional misuse of financial information for financial gain.

Big losers this year included a significant drop for Wells Fargo by 20 points, and the lowest ranking company is air bag manufacturer Takata.

What companies do you admire (or not)?

Group Activities and Discussion Questions:

  1. Discuss the importance of corporate reputation in marketing and branding.
  2. Poll students: Which companies do they thing would be ranked as high, and which as low?
  3. View and discuss the Harris Poll report: http://www.theharrispoll.com/reputation-quotient/
  4. Divide students into team. Have each team select a low ranked company and devise a program to help improve their reputation.
  5. Or, have students analyze why the top companies were ranked at those levels.

Source:  Harris Poll

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Harley-Davidson Takes Over Ryder, ND

The motorcycle season is upon us, and this season, motorcycle manufacturer, Harley-Davidson, has a goal to take over an entire town and help every town resident get a motorcycle license. The town is Ryder, North Dakota, population 85. (Yes, that’s correct, 85 people.)

The company is partnering with Ryder, which has agreed to change its name to “Rider” for the 2017 motorcycle season. The town is the envy of other small towns as Harley-Davidson repainted the town’s water tower (which is a replica of the company’s water tower) and included the company name on one side. As the mayor stated, “The tower was in dire need of a paint job.” There has also been a street dance and party, along with stationary motorcycle for practice shifting gears. Harley-Davidson’s goal is to have Ryder become the first town in America where everyone has a motorcycle license.

Will this be enough to help the company though? Harley-Davidson is seeing slow sales, increased competition, an aging Baby Boomer consumer base, and an uninterested millennial market.

How about it – do you have a motorcycle license?

Group Activities and Discussion Questions:

  1. Discuss how to build and use a SWOT analysis grid: strengths, weaknesses, opportunities, and threats (internal and external factors).
  2. Show Harley-Davidson Web site: http://www.harley-davidson.com
  3. Video of the promotion: https://youtu.be/Ds3HugeXjHs
  4. For Harley-Davidson motorcycles, break students into teams and have each team build a SWOT analysis grid.
    1. Strengths: what is company good at?
    2. Weaknesses: what needs work?
    3. Opportunities: what is going on in marketplace?
    4. Threats: what should company be wary of?
  5. Based on the analysis, what are the issues and risks that might occur?
  6. Debrief by building SWOT analysis grid on the white board.

Source:  Milwaukee Journal Sentinel, Brandchannel.com, other news sources

 

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Technology Embedded in Daily Life

If consumers were asked what are the top companies embedded in their daily lives, most would quickly list the top five as Amazon, Apple, Facebook, Google, and Microsoft. These five companies are counted among the world’s most valuable companies, worth trillions of dollars collectively. (Apple, alone, has a market capitalization of $800 billion, plus is rolling in billions of cash.) Four of these five companies are all in the top 10 most valuable global brands, with the fifth company ranked as number 15 in the 100 list.

Think about it:  how do we shop, do research, write documents, and stay in touch with friends, family, and world events? What devices do we reach for and carry around continually? It would be difficult for today’s consumers to imagine a world without the technology from these companies. And it has all happened relatively quickly.

What do you use every day? And, can you do without it?

Group Activities and Discussion Questions:

  1. Discuss the role of technology and branding in today’s world.
  2. Poll students about the technologies they use the most. Tally the votes and see if their top companies matches the ones in this article.
  3. Break students into five teams: Amazon, Apple, Facebook, Google, and Microsoft. Have each team research facts about one of the companies.
  4. Show the global brand value: http://interbrand.com/best-brands/best-global-brands/2016/ranking/
  5. Have each team debrief the class as to the importance of its technology.
  6. Which company would students give up? Why?
  7. Which company would students keep the longest? Why?
  8. Finally, discuss factors that make these companies successful.

Source: New York Times

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