<Shock> Qantas brand "on the nose" </Shock>

[Paddy55]

This just in:

Google, Apple and Ikea among most trusted brands, while Qantas is on the nose | News.com.au

Love to see a comparison of airline brands... especially QF, JQ & DJ

 

[TheInsider]

This just seems stupid. Ebay and Dyson a top brand??!
And Mr. Sheen a bad trusted brand along with a spread?!

 

[Paddy55]

... but it is news.com.au

 

[JohnK]

My goodness what is happening to the world I live in?

I would not trust any of the 12 brands listed as being "Australia's 12 top brands of the future" except maybe Vegemite but I don't usually Vegemite anyway....

 

[AVC]

How is Vegemite and Mr Sheen a brand? Aren't they just a product?
Same as Windows 7. Windows is a brand, W7 is one of their products.

Oh wait. It was in the media. It must be true.

 

[markis10]

How is Vegemite and Mr Sheen a brand? Aren't they just a product?
Same as Windows 7. Windows is a brand, W7 is one of their products.

Oh wait. It was in the media. It must be true.

Most brands are products, that take on a significance that exceeds the awareness of the maker, one of my relatives thought I worked for Pentium! Your example is a case in point Windows is a brand but made by Microsoft!

 

[oz_mark]

How is Vegemite and Mr Sheen a brand? Aren't they just a product?

How are they not brands?

 

[medhead]

I'm intrigued by the lack of trust mentioned by those "top" brands. Take Microsoft, why not trust them?

Dyson make a great vacuum cleaner. We just got one SWMBO is very happy. BiL rescued one from the dump, fixed it and MiL is very happy. BiL has 2 dysons and the SiL is very happy.

As for Mr Sheen he's got a bad wrap. Not only does he clean, but if anyone ever has a sticky lock spray some Mr Sheen into it. Don't know how but it fixes it up, perfectly.


Sent from the Throne

 

[harvyk]

I'd like to know how they measured something that is very hard to define metrics on? Branding IMHO is one part good planning, one part good product and one part voodoo. Gut feeling plays a big part in a brand, and gut feeling by it's very nature can not be measured.

Furthermore a good brand simply means that it is well known and trusted, but does that really translate into sales?

 

[oz_mark]

I'd like to know how they measured something that is very hard to define metrics on? Branding IMHO is one part good planning, one part good product and one part voodoo. Gut feeling plays a big part in a brand, and gut feeling by it's very nature can not be measured.

Furthermore a good brand simply means that it is well known and trusted, but does that really translate into sales?

This particular survey measured Brand Value, which attempts to measure current value (through Brand Stature), and growth value (through Brand Strength). Do a search on the Brand Asset Valuator and have a read.

 

[harvyk]

This particular survey measured Brand Value, which attempts to measure current value (through Brand Stature), and growth value (through Brand Strength). Do a search on the Brand Asset Valuator and have a read.

Just did, it's interesting stuff, but again re-enforces my idea that branding is part voodoo magic.

I won't disagree that brand value exists, but it's as much an emotional thing which people feel towards a brand. In my opinion they are taking a whole lot of metrics which do not directly relate to a brands strength and then make assumptions on how people feel about that brand as a result. Furthermore there is no guarantee that even with a strong brand, that will translate into sales, and a weak brand will have no sales.

Of course, holding this opinion does irritate just about every marketer I know...

 

[juddles]

Great study. So Windows 7 has a great future??!! Call it a brand or a product, doesnt matter - but the only future any Microsoft O/S has is to be certainly killed off within a year or two. As for Qantas, it has been flavour of the month for media bashing for years.

 

[harvyk]

Great study. So Windows 7 has a great future??!! Call it a brand or a product, doesnt matter - but the only future any Microsoft O/S has is to be certainly killed off within a year or two. As for Qantas, it has been flavour of the month for media bashing for years.

Thus my statement that brand does not equal sales. Windows 7 is about to be superseded, thus any "value" in that brand is going right out the window. Furthermore here is the question, value is normally associated with something tangible, can Microsoft sell the Windows 7 brand (not product) to someone else, would that brands value be retained at all?

I suppose the closest thing you could do to test the true "value" of a brand is to license it out to a start up, at the same time another start up is coming into the exact same market, with the exact same resources and exact same vision, and do a comparison of who was more successful after a short time.