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The influence of brands


A survey recently done by Brandchannel took an unconventional look at trends and issues forefront in the minds of branding professionals and industry enthusiasts.
Not only did the survey measure a brand’s impact, but also the brand’s influence on consumer perception and behavior.

Here’s the result:
(some brands came in tied)

1. What brand would you most like to sit next to at a dinner party?
Top answers:

  1. Apple
  2. Virgin
  3. Google
  4. Coca-Cola
  5. Nike
  1. Chanel
  2. Victoria’s Secret
  3. Microsoft
  4. Nokia
  5. Absolut
  1. ARMANI
  2. Diesel
  3. innocent
  4. BMW
  5. adidas
  1. Disney
  2. PRADA
  3. Starbucks
  4. None
  5. Louis Vuitton

2. What brand, if sent back 100 years would have the biggest impact on the course of history?

Top answers:

  1. Apple
  2. Microsoft
  3. Google
  4. Coca-Cola
  5. Ford
  1. IBM
  2. McDonald’s
  3. Virgin
  4. Nokia
  5. Nike
  1. None
  2. Sony
  3. Greenpeace
  4. Toyota
  5. Durex
  1. Boeing
  2. Intel
  3. USA
  4. GE
  5. Starbucks

3. What brand that no longer exists would you resurrect?
Top answers:

  1. None
  2. Pan Am
  3. ATARI
  4. TWA
  5. Cingular
  1. Oldsmobile
  2. Marathon
  3. Compaq
  4. IBM
  5. MG
  1. Polaroid
  2. Baniff
  3. Eaton’s
  4. Studebaker
  5. Netscape
  1. Ansett
  2. Fresca
  3. Amena
  4. Plymouth
  5. TAB

4. Which brand do you want to argue with?
Top answers:

  1. Microsoft
  2. Apple
  3. None
  4. Coca-Cola
  5. McDonald’s
  1. Wal-Mart
  2. Starbucks
  3. Nike
  4. Sony
  5. Google
  1. General Motors
  2. Dell
  3. Pepsi
  4. AT&T
  5. BP
  1. USA
  2. Ford
  3. Yahoo!
  4. Levi’s
  5. Shell

5. If you were to describe yourself as being a brand, what brand would you be?
Top answers:

  1. Apple
  2. Nike
  3. Coca-Cola
  4. Virgin
  5. BMW
  1. Audi
  2. Target
  3. Toyota
  4. None
  5. Google
  1. Sony
  2. adidas
  3. Mercedes
  4. Chanel
  5. Pepsi
  1. Volkswagon
  2. Puma
  3. MINI
  4. Starbucks
  5. Disney

6. Which brand inspires you the most?
Top answers:

  1. Apple
  2. Nike
  3. Coca-Cola
  4. Google
  5. Starbucks
  1. Virgin
  2. BMW
  3. None
  4. Target
  5. Nokia
  1. innocent
  2. adidas
  3. Dove
  4. Barack Obama
  5. Mercedes
  1. Disney
  2. Chanel
  3. Toyota
  4. Sony
  5. IKEA

7. If you could rebrand any brand, what brand would it be?
Top answers:

  1. Microsoft
  2. USA
  3. Ford
  4. Coca-Cola
  5. Pepsi
  1. General Motors
  2. None
  3. Gap
  4. Starbucks
  5. Sony
  1. BMW
  2. Nike
  3. Apple
  4. Reebok
  5. McDonald’s
  1. Wal-Mart
  2. Levi’s
  3. Mercedes
  4. Avon
  5. Sears

8. What brand can you not live without?

Top answers:

  1. Apple
  2. None
  3. Coca-Cola
  4. Google
  5. Starbucks
  1. Nokia
  2. Microsoft
  3. Pepsi
  4. Nike
  5. Sony
  1. McDonald’s
  2. Colgate
  3. Nestlé
  4. BlackBerry
  5. adidas
  1. Intel
  2. Procter & Gamble
  3. Dell
  4. BBC
  5. Target

9. What brand is most likely to revolutionize the branding industry in the next five years?
Top answers:

  1. Apple
  2. Google
  3. Doesn’t exist yet
  4. Facebook
  5. Nike
  1. Nokia
  2. Virgin
  3. Microsoft
  4. YouTube
  5. Barack Obama
  1. Sony
  2. Toyota
  3. Coca-Cola
  4. Interbrand
  5. Starbucks
  1. Target
  2. Second Life
  3. China
  4. Samsung
  5. innocent

10. What brand do you think is truly (going) “green”?
Top answers:

  1. None
  2. Toyota
  3. BP
  4. The Body Shop
  5. Honda
  1. General Electric
  2. Virgin
  3. Patagonia
  4. Greenpeace
  5. Whole Foods Market
  1. Marks & Spencer
  2. Apple
  3. Wal-Mart
  4. Starbucks
  5. innocent
  1. Shell
  2. BMW
  3. Seventh Generation
  4. Aveda
  5. Clorox
  • Peter Gan

    This is good stuff. Notice that 7 out of 10, Apple tops in the answers. What it does that tell me is Apple is probably the fastest growing brand around.
    Keep it coming guys.

  • Kelvin Gan

    It would be exciting to see how the Atari Brand can be resurrected. I am sure there is still a huge market for this brand because those people that enjoyed Atari previously have now grown to have their own family and they are the ones that can relate to the Atari brand. They now also have the power to purchase.

  • jennesis

    Atari is the one with the break the brick thingy kinda game, rite???

  • spiderbear

    I LOVE the Atari platform. Although the technology has been resurrected somewhat, I think there is a lot of potential in the current market for Atari to launch a retro games platform and bring back some its core favourites. Although Square Enix HAS bought the rights to SPACE INVADERS, and given it an INCREDIBLE resurrection.

  • Jason I WeeMin

    It would be exciting to see how the Atari Brand can be resurrected. I am sure there is still a huge market for this brand because those people that enjoyed Atari previously have now grown to have their own family and they are the ones that can relate to the Atari brand. They now also have the power to purchase.

  • Jason I WeeMin

    I LOVE the Atari platform. Although the technology has been resurrected somewhat, I think there is a lot of potential in the current market for Atari to launch a retro games platform and bring back some its core favourites. Although Square Enix HAS bought the rights to SPACE INVADERS, and given it an INCREDIBLE resurrection.

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