March 26, 2010
What’s Wrong with Gatorade? G, I Don’t Know
In recent attempts to expand and grow its brand Gatorade has broadly extended its product lineup and refashioned its long-standing logo.
At a recent analyst meeting PepsiCo CEO Indra Nooyi said the company has not been happy with its North American beverage business. Last year volume dropped by 12% along with a 10% decline in sales per BusinessWeek. Both the Gatorade and Tropicana brand refreshes by PepsiCo have been publicly criticized. Gatorade’s brand refresh inlcuded a new logo coupled with a tweak on the product name to G. These changes may have been too much for consumers to swallow.
Gatorade Logo vs. Name Awareness
Using E-Score Brand data we looked at the recent awareness scores for Gatorade. In January 2010 Gatorade received a name awareness score of 80% while the logo received an awareness of just 34%. In reports using the older logo, Gatorade had awareness levels of 82% for both name and logo.
E-Score Brand has the power to dig deeper and uncover the source of problems as well as possible solutions. Looking at Gatorade’s numbers by age reveal a trend. The 13-17 demographic has an image and logo awareness discrepancy of only 1 point. As you move older the gap grows widely. Ages 18 to 24 has a discrepancy of 12 points, 18 to 49 a discrepancy of 34 points and 25-54 a gap of 47 points. Younger audiences that have a short history with Gatorade and a more plastic view of the logo have recognized the change where older consumers still hold on to the classic design.
Gatorade’s universally recognizable lightning bolt and green font had become a standard in sports. A change in logo and product lineup created confusion between logo and name that Gatorade’s maketing has not yet overcome. Understanding consumer connections not only with the product but the logo itself can help steer a successful brand strategy.
Source: E-Score Brand January 2010 Fielding
March 19, 2010
This Week’s Trivia Question:
- The Price is Right
- Wheel of Fortune
March 15, 2010
This Week’s Trivia Question:
According to E-Score Brand
which of the following brands is most considered “a leader”?
March 15, 2010
Comprehensive Search Tool
Part of MediaSYNC’s Answer Center, the Comprehensive Search tool is an easy way to generate ranked lists using date range, demographic and/or behavioral filters. Lists can be created by specific awareness, attribute and appeal scores. Reports can be easily downloaded and viewed as an Excel file.
Most Stylish Celebrities Among 18-34 Year Olds
To demonstrate the Answer Center’s Comprehensive Search we performed a query generating a list of the most Stylish celebrities according to 18-34 year olds during the year 2009.
When creating an Answer Center query, you will select parameters for date range, category and traits desired. Then you will select any desired filters using either existing E-Poll “quick filters” or custom filters of your own design.
In this case, we specified E-Scores from January 1st to December 31st, 2009 in all categories ,with Stylish scores greater than or equal to 20% and Awareness greater than or equal to 10 percent. Finally, we specified a demographic filter of ages greater or equal to 18 and less than or equal to 34. The resulting list shows that Tim Gunn is considered the most stylish celebrity among ages 18 to 34.
March 12, 2010
Troubles for Toyota
Toyota’s troubles over the past year have been well documented since acceleration problems first surfaced in September 2009, and continuing through several recalls covering millions of vehicles. However, new E-Score Brand data shows that Toyota’s situation has taken a drastic turn for the worse in the past month following a Congressional inquiry and high-profile apologies by company executive.
A Drastic Decline
As recently as early February 2010, Toyota was showing a decline of about ten percent on average on a selection of key brand equity attributes measured by E-Score Brand from pre-crisis levels in August 2009. However Toyota’s most recent E-Scores are showing an average decline of 26 percent in just the past month – more than 34 percent since the story broke. While all parts of the company must respond decisively to the situation, the message to brand and crisis managers is clear: frequent and timely monitoring of brand equity is crucial.
Decline in Core Brand Attributes
Before the recall, Toyota’s High-Quality and Reliable scores were both well above the auto category average and among its top scoring attributes, reflecting Toyota’s strong brand position. Based on the most recent survey, Toyota’s scores on these core brand attributes are now at or below industry averages, indicating the magnitude of the problems facing Toyota.
E-Score Brand can help determine what actions a brand needs to take to achieve their desired position in the eyes of consumers, measuring brand equity not only on a timely basis, but also assessing the impact on core brand attributes.
Source: E-Score Brand
March 11, 2010
Lindsay Lohan is suing the online trading website E-Trade, claiming the boyfriend-stealing, “milkaholic” baby in its latest commercial named Lindsay was modeled after her. Lohan is claiming E-Trade is banking on her first name that she claims has awareness equal to Oprah or Madonna.
Conveniently enough E-Poll Market Research tracks the awareness of more than 5,000 celebrities and has already made a similar comparison. Our E-Score Celebrity service (no relation to E-Trade) measures awareness of both name and face and here’s what it shows: data from E-Score Celebrity, by E-Poll Market Research.
Lindsay Lohan 77%
Oprah Winfrey 89%
Image (Face) Awareness:
Lindsay Lohan 69%
Oprah Winfrey 92%
On a full name basis, Lindsay Lohan has substantially lower awareness than Oprah Winfrey and Madonna.
March 5, 2010
Do You Know Me?
A famous American Express ad campaign featured celebrities giving clues to their identity and asking the question, “Do you know me?”
For those whose business involves celebrities, awareness is a critical issue, and one that can be complicated to evaluate. For example, the American Express campaign relied on celebrities who are recognizable by name but not by their faces.
This is why a unique feature of the E-Score Celebrity methodology measures both name and face recognition to determine total awareness among your target.
Image vs. Name Awareness
Using E-Score Celebrity you can determine the source of a famous personality’s recognition. We looked to see which celebrities have the largest gaps between face and name recognition. In TV, gaps in name to face recognition came from John C. McGinley (Dr. Cox on Scrubs) and Ed O’Neill (Al Bundy from Married With Children and more recently Jay Pritchett of Modern Family ). Both actors have a face recognition 40 points higher than their name.
The situation can be reversed in sports and other fields, where name recognition is more prominent. Personalities with considerably better known names over faces included J.K. Rowling, Lance Armstrong and Shania Twain. In today’s multi-platform media environment, a clear understanding of a personality’s fame can help determine the best way to use their celebrity effectively.