I don't care what type of soap it is, heck I take hot water at this point.
America's Dot.coms Still Alive And Kicking According to Corporate Branding, LLC
STAMFORD, Conn.--(BUSINESS WIRE)--Dec. 6, 2000--Despite foreboding predictions, the nation's e-brands are still strong, according to results from the e-Branding Index(TM) by Corporate Branding, LLC, a global brand communications firm. While some e-brands, including America Online, Yahoo!, and Amazon.com saw dips in their CoreBrand(TM)Power, these declines were not nearly as dramatic as might be expected given recent dire warnings of the demise of the dot.com. And, there were a few e-brands, like E*TRADE and Ameritrade, that did not lose power. While investment potential was a concern, other drivers such as familiarity and overall reputation remained relatively strong.
"The timing of this study is critical," said Corporate Branding CEO Jim Gregory. "We conducted the survey just after the precipitous fall in the dot.com market, yet we didn't see declines in CoreBrand Power commensurate with that drop. Keeping an eye on the impact that continued market fluctuations may have on this category will be extremely important."
For the study, Corporate Branding compiled CoreBrand Power scores for publicly traded companies in the U.S. CoreBrand Power gauges how familiar and favorable a company is to key business decision-makers, a group defined as vice presidents or higher at the top 20% of US corporations based on revenue. For this study, Corporate Branding conducted 300 national interviews in 1999 and an additional 300 during the second quarter of 2000. CoreBrand Power Scores ranked for the top 25 e-brands in 1999 and Q2 2000 are:
e-Brand 1999 Q2 2000 CoreBrand
Power Change
America Online, Inc. 69.8 63.7 -6.1
Yahoo! 68.2 65.5 -2.7
Amazon.com, Inc. 56.6 54.2 -2.5
Netscape Communications 50.4 47.0 -3.4
Ebay, Inc. 46.1 45.4 -0.7
Prodigy 38.7 34.0 -4.7
Infoseek Corporation 35.8 25.5 -10.3
E*Trade Group, Inc. 33.0 34.8 +1.8
Lycos, Inc. 32.7 32.1 -0.6
Priceline.com 30.2 31.7 +1.5
Ameritrade Corporation 29.4 31.2 +1.8
Excite, Inc. 28.4 26.7 -1.7
Alta Vista 27.6 26.5 -1.1
Earthlink Network 27.2 24.0 -3.2
Go Network 26.2 20.4 -5.8
Mindspring Enterprises 25.5 22.2 -3.3
Juno.com 24.8 23.0 -1.8
Egghead.com 23.8 20.0 -3.8
Macromedia 22.9 19.2 -3.7
iVillage 19.1 16.6 -2.5
CDNOW.com 17.1 14.9 -2.2
ZDNet 15.3 14.8 -0.5
Wingspan.com 15.0 9.5 -5.5
About.com 14.8 11.7 -3.1
Hot Bot 14.8 13.5 -1.3
"It is clear from the data that decision-makers are beginning to put e-brands into perspective," said Mr. Gregory. "A strong brand is not a substitute for financial performance, but powerful brands, whether e-brands or brick-and-mortar, are more resilient and can withstand market volatility better than weak ones. However, this is a category that is full of surprises...stay tuned."
Corporate Branding, LLC., is a global brand strategy and communications firm that specializes in helping companies measure, understand, craft and express their corporate brands. Headquartered in Stamford, Connecticut with offices in New York, Philadelphia, and Tokyo, the company works with many of the largest and best-known brands in the world.
CONTACT:
Corporate Branding, LLC
Stefanie Kubanka, 203/327-6333
skubanka@corebrand.com
KEYWORD: CONNECTICUT
BW2584 DEC 06,2000
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