Liquid Agency Brand Marketing
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Liquid

March-April, 2002

BRUISED AND BATTERED BRANDS

Liquid agency, a technology brand marketing firm in San Jose, Calif., in conjunction with The Sausalito Group, a strategic intelligence company, and Neale-May & Partners, a strategic marketing and communications agency, recently conducted a poll of marketing/communication professionals with high-tech firms to assess the damage done to technology market brands during 2001. The results show that some brands were merely bruised, while others were seriously battered.

The top three responses to the survey question, "Which leading technology companies have done the best to maintain brand value in the past year" were Microsoft, IBM, and Dell, while the companies that did the worst at maintaining their brand value were reported to be Hewlett-Packard, Compaq, and a tie between Cisco Systems and Lucent. In addition to sharing key findings about the effects of the economic downturn on technology brands, the report discusses what must be done to recover form one of the worst years on record for the technology industry and the requirements for creating ideal technology brand. Respondents indicated that the most effective ways to create demand for a technology brand in tight economic climates include a strong public relations campaign, a focus on customer relationship management, brand advertising, educational seminars and programs, guerrilla marketing campaigns, direct-response marketing, sales promotion, and trade show participation.

On Feb. 28, Liquid Agency hosted the Brand Recover Summit 2002 to explore therapeutic strategies and best practices for reviving ailing brands. For a copy of the full report from the conference, or to find out more about Brand Summits, visit the site at www.liquidagency.com.

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