Also, as social media usage increased (primarily Facebook) over time by respondents, there was a measurable decline in specific product brand preferences in a majority of the product brand categories covered in the study.
While long-standing luxury brands will most likely be fine if they deliver true quality and the high level of service well-heeled consumers expect, some other brand categories probably won't survive this new era of non-gratuitous spending.
In 2010 the Ford brand swept both categories, for its Fusion Hybrid sedan in the car category and Transit Connect in the truck segment.
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Brand Keys has researched both categories extensively in our Customer Loyalty Engagement Index and found that what drives brand engagement and loyalty for snack food differs significantly from breakfast cereal breakfast.
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Even more important than brand, and generally those categories found themselves bereft of emotional engagement values, with products being assessed at similar levels, with nothing to differentiate themselves with except.
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The survey asks consumers whether they think the brand can move into many different categories, only related product categories or has limited reach.
Expectations for social media remain high in the buzz, brand-building and customer-loyalty categories and lower in the areas of sales, market share and customer acquisition, according to the survey.
Our company has, in good faith, invested significant sums, taken risks and endured a period of disappointing results in order to re-build the Martha Stewart brand and grow it in important product categories.
Once-upon-a-laugh-track, many brands kept the humor strictly off camera, but Brand Keys has put one of those categories under the research microscope to see how humor is working in a field once thought far too serious to put in the hands of comedy: Car Insurance.
Amazon's main barricade to growth will be the number of categories it can sell without straining its brand.
One Kings Lane focuses on curating top products in each of its categories, which builds trust in the brand, Mack says.
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As a licensor, Atari extends its brand and franchises into other media, merchandising and publishing categories.
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Yet when asked how effective mobile platforms like smart phones are for strengthening a brand, marketers ranked them dead last (out of 22 categories).
Currently, the brand is pursuing an ambitious expansion plan, venturing into new categories, including cosmetics and childrenswear, and dusting off older ones, such as fragrance, all of which will be produced in-house.
Analysts worry that the brand is not yet established enough to stretch easily across new categories, which include houseware and accessories such as perfume and shoes (where most luxury-goods groups make their money).
It showed up in a lot of categories, mostly CPG, where the importance of emotional brand value has decreased significantly or disappeared entirely.
These companies get exclusive sponsorship rights for their categories--that is, the right to associate their brand with the games.
For example, Liberty Mutual, charged with selling insurance, among the most commoditized of categories, determined that pitching "responsibility" would help its brand stand out in a sea of price quotes and same-as-same-old promises.
It will help this brand, not only in North America, but help us globally and possibly across all our other categories.
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In addition to cards, Papyrus has expanded its gift categories to include bath and body, as well as fashion and accessories from their new brand Niquea.d.
Brand Keys assessments for the CLEI are based on an independently validated technique that fuses rational and emotional aspects of the categories to identify the real drivers of emotional engagement.
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