BrandDigital | BrandSimple: The Blog

Brands simplify life. A good brand defines itself clearly and concisely so consumers can easily understand what it stands for and why we should like it. In BrandSimple, I write about how the best brands do this.Lists also simplify life; especially lists of “winners and losers.” They provide a simple filter through which to make judgments. When it comes to branding, it’s a filter that allows consumers to quickly communicate which brands they like, and which they don’t. It’s also a filter that allows brands to assess quickly where they stand with consumers.

In December of 2006, branding experts at Landor Associates and our research specialists at partner firm Penn, Schoen & Berland fielded a study that asked over 2,000 participants to rank 92 brands familiar to them, ranging from products to celebrities. The study assessed which brands were hot in 2006 and which would hold their status into 2007. It also determined which brands would most likely fall in status.

While the Fourth Annual ImagePower® Newsmaker Brands resulted in a list of “Winners and Losers,” there’s a lot of detail behind it. Bottom line, the study concluded that whether product or celebrity, the most successful brands have a clear and simple message. It also concluded that brands that vary their appeal across customer segments were most favored by consumers. Having said this, it came as no surprise that brands including Google and Las Vegas topped the winners’ column for two years in a row.

For now, however, let me simplify your life. Here’s the list:

This entry was posted on Thursday, January 18th, 2007 at 2:14 pm and is filed under Kudos, Main, Trends. By: Allen Adamson You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.