Amazon’s corporate-leading consumer perception is proving resilient so far in the face of its showdown with Hachette Book Group.
How bulletproof has Amazon’s consumer perception been? Despite stories about its warehouse worker conditions dating back several years, YouGov BrandIndex data ranked Amazon as the best perceived brand in the U.S. last year, ahead of Ford, Subway, The History Channel, and Lowe’s.
Although the dispute with Hachette has received considerable attention, Amazon’s perception changes -- as measured by YouGov BrandIndex’s Buzz scores -- over the past few weeks can best be described as “minute” and word of mouth scores have remained steady.
The dispute between Amazon and Hachette extends beyond the US to overseas markets. In Germany, word of mouth has ticked up over the past week or so, and there has been a corresponding drop off in general perception.
As in the US, Amazon UK appears to be largely unaffected by the Hachette dispute, although, Amazon word of mouth and perception scores are quite a bit lower that in the US.
Amazon was measured with two of YouGov BrandIndex’s scores: Buzz ("If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"), Word of Mouth (“Have you spoken about the brand in the past two weeks – in person, online or through social media”).All respondents are adults age 18 and over and live in three countries: the United States, United Kingdom and Germany.