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Survey: Most-battered brands of the year

Sun, 12/16/2001 - 7:00pm
Anne Kerven

Can't quite quantify exactly how bad business was this year? The 2001 Bruised & Battered Brands Poll wants to help point out winners and losers in "what may be high-tech's biggest brand recession ever."

The survey, conducted online by The Sausalito Group, and released today by brand marketing firm Liquid Agency, queried marketing execs at tech companies worldwide about industry brands and how CEOs contributed to the company image.

Some companies made best and worst lists — Cisco Systems placed third on the list of tech companies that have done the worst job at maintaining brand value. Conversely, it placed fifth on the list of companies doing the best job.

Cisco chief John Chambers place fifth on the list of tech CEOs who best personify their brands — and fifth on the list of CEOs who have most damaged or compromised their brands. "John Chambers couldn't foresee Cisco revenues would drop off a cliff — they don't manufacture," one respondent said in the report.

Microsoft's Bill Gates landed in the top three of both CEO lists, as did Oracle's Larry Ellison.

Also on the list of tech companies ending up with the worst brand value for the year are Lucent Technologies, which tied with Cisco for thrid place, Microsoft in sixth place and Nortel Networks in the seventh spot. Hewlett-Packard topped the list.

The survey measured responses of 700 technology marketers in 17 countries, via an online survey.

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