Survey Shows Americans' Attitude Toward Top Brands

The study identifies iPod, Google, Oprah and eBay among year's winning brands; Howard Stern, Britney Spears and Hummer are in decline.

Landor Associates, a leading branding and design consultancy, and research firm Penn, Schoen & Berland, released the results of a national survey that examines Americans' attitude toward some of the top brands that made headlines this year.

The 2005 ImagePower Newsmaker Brands Survey identifies which high-profile brands came out on top in consumer's minds, which brands suffered, and what Americans think their future holds for 2006.

Conducted in mid-December, the survey examines the year's most noteworthy brands within categories such as Internet, portable technology, telecommunications companies, television programs and networks, and celebrity brands.

The research identifies the top 20 winning and losing brands for 2005, and offers predictions for their performance in 2006. By surveying a representative sample of the population, the survey offers significant insight into brand perceptions and trends for the upcoming year.

"Brands make a powerful impact on people, especially in today's world of ever-increasing consumer choice," said Allen Adamson, Managing Director of Landor Associates in New York.

"This survey highlights the importance that brands play within many aspects of our lives, and reveals some interesting trends, such as the dominance of technology and Internet-based brands. Companies that take a proactive approach to managing their brands are in a much better position to earn respect from their customers, as exemplified by the top-ranked brands on the list."

Top 20 winning and losing brands/celebrities in 2005 and how consumers think their public images will fare in 2006

2005 Winners

1 iPod
2 Google
3 Oprah Winfrey
4 eBay
5 Las Vegas1
6 Lost
7 Amazon.com
8 DVR technology
9 Yahoo
10 Extreme Makeover Home Edition
11 Desperate Housewives
12 Ford Escape hybrid
13 Subway
14 Fox
15 Xbox 360
16 New York City
17 ABC
18 Target
19 National Football League (NFL)
20 Sirius Satellite Radio

2006 Predicted Winners

1 Google
2 Oprah Winfrey
3 eBay
4 Las Vegas
5 iPod
6 Amazon.com
7 Yahoo
8 ABC
9 DVR technology
10 New York City
11 Subway
12 National Football League (NFL)
13 Fox
14 Xbox 360
15 Lost
16 Brian Williams
17 Extreme Makeover Home Edition
18 NBC
19 Kohl's
20 Nascar

2005 Losers

1 United Airlines
2 Howard Stern
3 Britney Spears
4 Blockbuster Video
5 Miami1
6 Hummer
7 Clear Channel Communications
8 National Basketball Association (NBA)
9 Houston1
10 Major League Baseball (MLB)
11 SBC/AT&T
12 The Apprentice (Donald Trump)
13 FIFA World Cup 2006
14 Sidekick
15 Survivor
16 Sears
17 The Gap
18 Sprint/Nextel
19 Weeds
20 Donald Trump

2006 Predicted Losers

1 Britney Spears
2 United Airlines
3 Howard Stern
4 Hummer
5 The Apprentice (Donald Trump)
6 Survivor
7 Blockbuster Video
8 Sidekick
9 Clear Channel Communications
10 Donald Trump
11 National Basketball Association (NBA)
12 Sears
13 SBC/AT&T
14 Weeds
15 Rome
16 Major League Baseball (MLB)
17 FIFA World Cup 2006
18 The Gap
19 Sprint/Nextel
20 iRiver

Among the results, a few key trends stand out:

- Dominance of Internet and technology brands.

The strong showing of Internet and technology companies illustrates the broad appeal these brands have throughout the country. Four Internet brands (Google, eBay, Amazon.com and Yahoo!) are among the top 10 winning brands in 2005, while the iPod brand earned the No. 1 overall spot. The release of the shuffle, nano and video iPods in 2005 combined with effective branding efforts helped iPod continue its domination of the MP3 market. Other technology brands in the top 20 include DVR, Xbox 360 and SIRIUS Satellite Radio.

- Reality TV programs are out, while TV dramas are back in.

In recent years, the abundance of reality television programs has offered audiences plenty of choices, but most Americans now prefer tuning in to dramatic programs. Reality shows "Survivor" and "The Apprentice (Donald Trump)" were named among the top 20 losing brands in 2005, while dramas such as "Desperate Housewives" and "Lost" were named among the winning brands.

- Polarizing celebrity brands.

Britney Spears, Howard Stern and Donald Trump are all deemed "losers" this year, but are all making money with their brand names. Britney Spears has a top-selling perfume, Howard Stern has a $500 million deal with SIRIUS Satellite Radio and Donald Trump continues to grow his brand empire. On the other hand, Oprah Winfrey earned tremendous positive appeal and placed third on the 2005 winning brands list. Oprah continues to generate positive buzz through her giveaways, book club, magazine and various successful extensions of her brand.

- Sports Utility Vehicles lose to hybrid cars.

While SUVs continue to be top-sellers in the U.S., hybrid cars win the battle, as the Ford Escape hybrid makes the winners list and the Hummer ranks No. 6 on the losers list. With the rise in gas prices and increased sensitivity to the environment, drivers realize the importance of hybrid cars and car manufacturers are responding by offering sleeker, more popular models in hybrid form.

Penn, Schoen and Berland Associates (PSB) has nearly 30 years of experience in leveraging consumer opinion to provide clients with a competitive advantage, or more simply -- providing clients with Winning Knowledge.