This year, Heinz claimed the No. 1 equity score in Harris Interactive’s EquiTrend brand-equity study. It has ranked consistently among top brands.
EquiTrend is a study that measures more than 1,000 brands across 39 categories based on six base measures: familiarity, quality, purchase consideration, brand expectations, distinctiveness, and trust.
Total number of brands rated was 1,170.
The study was conducted among 20,289 US consumers age 15+. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings.
This year’s study included specific questions that help quantify the level of WOM marketing within a category. In order…
Recently Travelocity won a branding award for the Roaming Gnome campaign. Conducted by the Association of Travel Marketing Executives, these are the only results-driven marketing awards in the travel industry.
The strange, stiff little wizard-like creature became the spokesperson of Travelocity in January 2004. Ever since, he has been globetrotting, experiencing more adventures than I could ever hope to have.
The award means that Travelocity used breakthrough thinking, and that the campaign gained positive results.
Travelocity’s CMO commented that despite many critics disparaging a campaign based on a lawn ornament, the gnome “has become a pop culture celebrity and ambassador for getting out…
