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Yahoo Brand Undamaged

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Wed, 07/09/2011 - 21:13
Ted Marzilli
Carol Bartz former CEO Yahoo

For all the financial woes that forced CEO Carol Bartz to be fired yesterday, Yahoo still ranks high in the eyes of US consumers.

While the media focuses on Yahoo's financial issues - dropping ad revenues, its Asian holdings, the flailing Microsoft search engine partnership - the public's perception is clearly not fazed.

According to YouGov BrandIndex's Index score - the company's main brand health indicator averaging measurements such as consumer perception of quality, value, impression, reputation, satisfaction and willingness to recommend - Yahoo has not only remained steady all year, but they are well ahead of Microsoft's heavily-marketed Bing.

While Yahoo's Index score has been in the 40-41 range, Bing has been hovering around 8.8 to 11. By comparison, Google is well ahead in the perception race, clocking in in the upper 50's score range.

It is clear the Yahoo brand still carries a lot of clout in consumer perception. How the next CEO capitalizes on that brand goodwill remains to be seen.

A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Index Scores US - Yahoo, Google, Bing
Index Scores US - Yahoo, Google, Bing
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