I’m not sure how much weight to much into this, but the 2004 Brand Keys’ Customer Loyalty Leader rankings have been released. Click here for a pdf of the article that ran in Brandweek. Or, click here to download the full rankings from #1 (Google) to #203 (Diet Dr. Pepper) [downloaded as a Word document] .
Of course, clicking is optional as these loyalty rankings may carry no weight at all in today’s real marketing world. I found these brand loyalty rankings to be as irrelevant as Billboard Magazine’s latest Top 50 Hot Singles rankings.
Top 20 2004 Customer Loyalty Leaders
[as measured by Brand Keys]
(’04 Rank | Brand | ’03 Rank)
1. Google (2)
2. Avis (1)
3. Verizon Long Distance (4)
4. KeySpan Energy (9)
5. Samsung Mobile Phone (7)
6. Hyatt Hotels (19)
7. Sprint Long Distance (3)
8. Canon Copiers (8)
9. Yahoo (14)
10. Miller Genuine Draft (5)
11. Ritz-Carlton Hotels (17)
12. PSE&G (15)
13. Amazon.com
14. Marriot Hotels (13)
15. Swissotel (NR)
16. Discover Card (27)
17. Diet Pepsi (31)
18. Budweiser (16)
19. Motorola Mobile Phone (10)
20. Coors (20)
Did I miss something? What exactly did they ask these consumers in order to come up with the rankings? They don't seem to mention this in the article.
Posted by: Jackie Huba | October 30, 2004 at 01:49 PM
Good question. We’d know more if Brand Keys told us more than the study is conducted twice-yearly and polls 16,000+ men and woman aged 21-60.
According the Brand Keys website, the study “… provides leading-indicator assessments that probe customers' relationships with 203 brands in 32 categories, and identifies the drivers that bond customers with the ‘ideal’ brand in each category. The brand whose set of category drivers comes closest to meeting or exceeding those of the ideal is the one whose customers will demonstrate the highest levels of loyalty and profitability over the coming months.”
After reading that description I am still in the dark. You?
Maybe these loyalty rankings would have more relevance to us if Brand Keys was more transparent in telling us how they probed customers’ relationships with these brands. Curious marketing minds want to know.
Posted by: johnmoore (from Brand Autopsy) | October 30, 2004 at 02:54 PM
Google i get. But, Sumsung mobile phone???
Posted by: Ivan Raszl | November 04, 2004 at 03:11 AM
I figured Google would be on top. Way to go Google!
Posted by: Joe | November 04, 2004 at 08:20 AM
go check out Samsung phones and what they have in the up and coming.... they rock! I just watched TV on one of the ones that isn't out yet two weekends ago. Right now we can take our music with us everywhere... but just wait... the day is coming when we can even take our movies, videos, and TV with us without carrying huge amounts of equipment.... and Samsung is taking us there!
Posted by: Lynn | November 22, 2004 at 01:14 PM
It's quite surprising that Canon copiers were ranked in the top ten. Never would've guessed that one.
Posted by: mark | December 18, 2004 at 02:40 PM
Avis, KeySpan, where have I been? How are these in the top 10? ...
Posted by: Patrick | September 07, 2005 at 02:01 PM
I smell a rat. Could this really just be the list of the biggest-spending clients of the buh-rillions of ad agencies who advertise in/subscribe to Brandweek? Is this REALLY about consumer loyalty?
Posted by: Thomas | September 09, 2005 at 03:11 PM
No way I don't believe it. Surely eBay should be up there in the top 10?
Posted by: Thanesh | November 12, 2005 at 04:22 AM