Case Studies

Google.co.uk

Google tops the BrandIndex Top 100 table with phenomenally high scores across the board in all seven criteria. But in the spring of 2006, the picture looked like it might be a rather different one, with Google’s scores plummeting in Buzz and also dropping in Corporate Reputation and General Impression. Google’s potentially catastrophic decision to bow to Chinese government pressure and produce a censored version of its search engine for China was at that point causing something of a consumer backlash.

Popular perception of the brand certainly took a significant hit. When the news broke in January 2006, Google’s Buzz rating fell from +39 to +14 in 4 weeks; however, by the end of February 2006, Buzz had started to recover, moving back up to +20.

Looking at Google scores over the whole of 2006, it is down in all 7 of the criteria which go to make up the overall BrandIndex. General Impression is down a massive 7 points to +61, Buzz down 4 points to +32 and Corporate Reputation down 5 points to +41. Perhaps more worrying for Google’s top management will be the news that its Quality score is down 5 to +51 and its Recommend score – based on how many people would recommend it to others – is down 6 to +60.

Having said that, Google still tops the table in Buzz, General Impression, Recommend and Satisfaction categories. Its lowest position is for Quality, where it is ranked 4th, down 2 places from 2005.

The truth seems to be that if a brand is strong enough, it can ride out problems – to a certain degree, at least. Given the strength of Google’s scores, the world’s favourite search engine seems capable of surviving just about anything, right now. It has become such an integral part of UK consumers’ lives – consumers who are online, at least – that they can forgive a lot, so long as the quality of the service it delivers remains high.

Source: Marketing Week – BrandIndex Best Brand Performers 2007

Marks & Spencer

A lot of credit is due to the advertising. Its agency, Rainey Kelly Campbell Roalfe/Y&R, has created a series of ads featuring leading models (including 1960s icon Twiggy) wearing M&S clothing and generally having fun. The recent Christmas ad in particular was extremely clever: a homage to James Bond movies in general, it featured a slew of beautiful models making their way across a frozen landscape to a hideout worthy of a Bond villain, for a Christmas party. Dame Shirley Bassey – famous for her Bond film theme songs – belts out a cover version of Pink’s 'Let’s Get This Party Started' as the sound track, before appearing in an M&S gown.

Marks & Spencer saw its recovery continue throughout 2006, and its 3rd place in the BrandIndex Top 100 table reflects its major successes in tackling its consumer offering and its marketing in particular.

M&S has moved up a solid 7 places in the overall index – not easy for a long-established brand. Looking at the 7 criteria individually, while its Buzz factor has stayed static at +29, it has improved its scores in all the other 6 categories. Corporate Reputation is up 4 points to +38, General Impression up 5 points to +51, Quality ahead 1 point to +57, Recommended up 5 points to +42, Satisfaction up 3 points to +43 and Value ahead 7 points to +27. Although it still ranks only number 17 out of all the brands in the survey for Value, it has moved up 30 places, compared with last year’s 47th position.