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Computerworld Minute | |
October 23, 1998
Web posted at: 11:30 AM EDT
by Maryann Jones Thompson
(IDG) -- How famous is your company? A recent study identified seven "Internet brands" recognizable by at least 50 million Americans - not bad for companies that are mostly five years old or less.
"It is amazing what the Internet has done for building brands," says James Dettore, president and CEO of the Brand Institute and a consultant on the study. Dettore points out that the proliferation of both online and offline media has increased the opportunity for consumers to receive brand messaging, thereby enabling brands to become well-known - fast.
But what if your brand is still unknown? Tom Fornoff, VP of corporate marketing at IntelliQuest, which has measured Internet brand awareness for two years, feels that "the next opportunity for growth in recognized brands is with small, niche audiences."
Now that Web brands are becoming household names, the marketing bar has been raised. "Awareness is obviously important, but it's just one facet of overall brand health," says Jay Dean, chief strategy officer at Young & Rubicam.
Internet Brands Become Household Names
* "Aided" brand awareness measures the number of respondents who acknowledge awareness of a particular brand after being prompted with its name. For example, a question might read, "Are you aware of Yahoo?" Results are based on a telephone survey of 1,013 adults in Sept. 1998 and projected to the U.S. population overall.
Source: Opinion research for Priceline.com
AOL, MS, Yahoo Are Top-of-Mind Internet Brands
U.S. Consumers Age 16+ Aware of Internet Brands – Unaided*
* "Unaided" brand awareness measures the number of respondents who name a particular brand without being prompted. For example, a question might read, "When thinking of internet products, what companies come to mind?" From a telephone survey of approximately 1,100 Americans of age 16 or older.
Source: Intelliquest Worldwide Internet tracking service
Popular Brands Have Both Strong and Weak Points
Young & Rubicam's Brand Asset Valuator is a sophisticated method of evaluating brands that measures more than 12,000 brands in 33 countries. It measures four "pillars" of a brand: differentiation, relevance, esteem and knowledge. Although the information is quite dated – early 1997 – the analysis demonstrates how even the strongest Internet brands have weak spots.
Data comes from a survey of frequent Internet users and reflects the percentile ranking of each brand, among all brands measured.
* Combined measure of relevance and differentiation.
** Combined measure of knowledge and esteem.
Source: Young & Rubicam