Branding

A scarcity of meaningful brands

In a recent study, Havas Media found that consumers wouldn’t care if 70% of brands disappeared. That sobering statistic is partially a result of consumer’s higher expectations for brands in 2013: it is not enough to simply sell a good product/service. Brands are also expected to positively impact “the wellbeing of individuals, communities and the environment.”  Those that don’t, consumers say, would not be missed if they went away.

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Boomers Love Beauty Brands

A new study of female boomers, courtesy of website Vibrant Nation, focused on the Internet habits of 700 readers. The study found that beauty brands were doing the best job of engaging with readers online. In the study, 78% of women reported visiting a beauty brand site in the past month.

The next most visited category, household product brands, only claimed the attention of 54% of respondents in the past month. While social media numbers were lower overall, 28% of respondents said they followed a beauty brand on Facebook or Twitter, as opposed to 19% for the next most followed category (also household product brands).

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Consumer Reports 2013 Car Brand Perception Survey

The results of the 2013 Car Brand Perception Survey again show two Japanese brands (Toyota and Honda) and two American brands (Ford and Chevy) at the top of the list, but with narrower margins. While things are looking good for #1 Toyota, there may be a call for some new strategies at corporate HQ to help sister brand Lexus, which was unseated from the leader board by Dodge this year

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UK charity gets a hard lesson in brand equity

RSPCA, the leading animal welfare charity in the UK, won a settlement last year against two fox hunters—and its brand is suffering because of it.

The public is unhappy with the charity not because they spoke out against fox hunting, but rather because they reportedly spent £326,000 to obtain a judgment of under £7,000 from the two hunters.

At a time when charitable contributions are on the decline, Brits saw this “political” prosecution as a poor use of funds (among other complaints).  The fallout of this perception for the RSPCA is quite apparent in YouGov’s analysis, which charts the decline of brand buzz, value, attention, and reputation in the aftermath of the trial.

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Made in Vermont

Amidst cries that the dairy industry in the US in “in crisis,” Vermont Farmstead Cheese company has begun shipping in milk from surrounding dairy farms because the approximately 2400 pounds of milk its herds produce each day is not enough to supply its expanding operations. Part of this success can be attributed to its quality cheeses like Lillé Coulommiers and WindsorDale, but part of it comes from the brand cachet of the state of Vermont. Associated with pastoral images of “pristine” farms, Vermont is a growing market force among organic-loving, Whole Foods-shopping consumers.

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