quinta-feira, fevereiro 24, 2005: Indelible Branding

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My latest book, "BRAND Sense," includes the most extensive branding research study ever. Conducted by research institute Millward Brown and 600 researchers across 13 countries, it sought to define brand loyalty. How is brand loyalty manifested, and how are these various manifestations any measure of comparative brand loyalty? Would anyone, for example, be prepared to tattoo a brand's logo onto his arm -- permanently?

Asking consumers what brands they would be prepared to indelibly tattoo on their body takes you to the cutting edge of powerful branding. It points to a new way to demonstrate extreme brand loyalty. Astonishingly, 18.9 percent of respondents declared their willingness to be tattooed with their favorite brand's logo. The most-favored brand was Harley-Davidson. Disney followed with 14.8 percent, Coca-Cola with 7.7 percent.

The fourth brand was the most surprising: Google. In just seven years, the global search engine has captured the hearts of 6.6 percent of consumers who would seriously consider getting a Google tattoo. Microsoft didn't make the list. Neither did eBay, Hotmail, or any other online brand. Why was Google the only online brand to rate in this extreme test of consumer loyalty?
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