Tag Archives: marketing

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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Top Marketable Athletes of 2017

Athletes and sports events play a major role in marketing. An individual celebrity who endorses a product can often be seen as an effective spokesperson.  But not always… Think back on athletes who have been dropped as spokespeople after a fall from grace such as Tiger Wood, Lance Armstrong, Michael Vick, etc.

What does it take to make the public view an athlete as a positive role-model, and when do companies employ these people? According to Nielsen Research’s N-Score Talent Tracker, in order for a celebrity to be marketable she or he needs to be likeable, influential, and stylish, savvy on social media, and have a strong public following. Not an easy feat to achieve when the athlete does not always have a home court advantage.

The following is the list of the top marketable athletes in the U.S. in 2017, topped by two strong female athletes:

  1. Serena Williams (N-Score 83) – for winning the Australian Open while pregnant. Her N-Score of 83 topped all pro athletes, even after taking maternity leave and not competing for the remainder of 2017.
  2. Venus Williams (N-Score 79) – landed the number two position thanks to a great comeback tennis season with top results at the Australian Open and Wimbledon.
  3. LeBron James (N-Score 76) – not a stranger to the top list as he led the Cleveland Cavaliers to their third straight NBA Final.
  4. Eli Manning (N-Score 76) – for his two-time Super Bowl MVP.
  5. Tom Brady (N-Score 75) – a four-time Super Bowl MVP.

It’s not always easy for any celebrity to become an effective brand ambassador. The celebrity’s built-in fan base usually comes with specific consumer behaviors and purchases.

Who is your preferred athlete to be a brand spokesperson?

Group Activities and Discussion Questions:

  1. Show the Nielsen rating article: http://www.nielsen.com/us/en/insights/news/2017/tops-of-2017-pro-athlete-marketability.html
  2. Discuss the communication process: sender, encoding, message, medium, decoding, and receiver.
  3. What role do celebrity endorsements play in the communications and marketing roles?
  4. What features make an athlete an effective spokesperson for a product or brand?
  5. Divide students into teams. Have each team identify 10 different athletes that they have seen endorse products.
  6. Are these successful, or unsuccessful, spokespeople?
  7. Finally, select a number of industries or products and have students discuss which athletes best fit the product.

Source:  Nielsen Research

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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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