Tag Archives: social responsibility

10 Healthiest Brands in the U.S.

What makes a healthy brand? According to YouGov Brand Index, overall brand health takes into account “consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation, and willingness to recommend the brand to others.”

Which brands are ranked the healthiest? There are few surprises in this year’s list. Here are the top brands across all categories:

      1. Band-Aid
      2. Amazon
      3. Google
      4. Craftsman
      5. Dawn
      6. YouTube
      7. Clorox
      8. M&M’s
      9. Lowe’s
      10. Quaker

The index also included ranks for various industries. For example, in airlines, Southwest ranked number one. Toyota topped the car category, and Dove topped the hair and skin care category.

Top brands with the best advertising awareness were also included. Leaders in this year’s list include Geico, McDonald’s, Verizon, AT&T, and Walmart. Brands that made the biggest awareness gains since 2016 include Uber, Blue Apron, Trivago, Dollar Shave Club, Lyft, Hulu, and Nintendo. Consumers value innovation and usefulness when evaluating brands. Each company on the list works hard to be the top in its category.

Which brands do you value and recommend to others?

Group Activities and Discussion Questions:

  1. Class discussion: What makes for a strong brand?
  2. What are favorite brands in the different industries such as automotive, appliances, cars, hotels, food, etc. (see the industry list on YouGov).
  3. Show the YouGov brand index: http://www.brandindex.com/ranking/us/2017-index
  4. Compare the students’ list with the rankings and discuss the findings.
  5. Now have students list brands that are weak or for which they have negative feelings.
  6. What could those brands do to improve their overall rankings?

Source:  YouGov Brand Index, Brandchannel.com

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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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ReUse and ReCycle IKEA Products

Sustainability is an important topic to consumers and companies alike. We all hate to waste products and materials if they might have a future use. And, yet, it sometimes seems as if certain products are made to deliberately fall apart sooner than we consumers thinks they should. What should a consumer do? Well, one answer is to repurpose the aging item. Case in point: IKEA’s Stockholm carpet.

IKEA continues its efforts to help consumers think of ways to reuse its products (remember the “Big Blue Bag” article we wrote recently?). The latest idea from the company is 18 different ways to turn an old Stockholm carpet into new items, instead of just throwing it out. Some of the creative ideas include:

  • Doormat
  • Dog blanket
  • Shopping bag
  • Snowshoes
  • Stair carpet
  • Punching bag
  • Compost insulator
  • Scratching post

Think of items in your house. Can they be reused instead of tossed in the trash?

Group Activities and Discussion Questions:

  1. Discuss how companies can take initiatives on recycling and reusing worn items. What are examples that students can think of?
  2. Show IKEA’s Stockholm blog: https://m2.ikea.com/no/no/ideas/-ebc301c155a511e7b6087300b3bddef9, and play the video.
  3. What are other products and companies that could use a similar approach to recycle and reuse?
  4. Divide students into teams. Have each team work on a product that could be reused into a new product.
  5. Alternative: Bring in old rugs or other products and have each team work on repurposing the item into something new.

Source:   Creativity Online

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