Liquid Agency Brand Marketing

Liquid Agency names winners of Brand Impact Awards 2007.

Google receives the overall Brand of the Year Award. Additional awards given to 22 technology brands in B2C and B2B categories.

San Jose, Calif., May 16, 2007 – Last night at the Brand Summit Awards Dinner at the Four Seasons in Palo Alto, Calif., Liquid Agency, a leading Silicon Valley brand marketing firm, presented the first Brand Impact Awards to 12 B2C and 10 B2B companies with Cisco, Google, HP, IBM, Sony receiving the most recognition. Google received an overall Brand of the Year Award as well as the award for B2C Brand of the Year. Cisco received the B2B Brand of the Year award.

Liquid Agency and its research partner, Socratic Technologies completed a quantitative study of more than 200 technology brands in 22 categories. The study examined a brand’s relative strength or impact within its category based on how well it retained customers moving from stage to stage in the sales cycle process. The study enables companies to clearly identify areas for improvement of a brand’s effectiveness along the sales cycle.

The Brand Impact Awards criteria included the results of the study along with an expert panel’s review. The expert panelists included representatives from Consort Partners, Creative Strategies, Enderle Group, Gravity Branding, Karen Kang Consulting and Rockrise & Associates.

Three key metrics used to determine the winners of the Brand Impact Awards were:

Brand Power Rating: This indicator measures the power of a company’s brand through its marketing activities, specifically measuring awareness (A), consideration (C), preference (P) and purchase intent (P). The ACPP shows the brands ability to directly influence those who are aware of the brand and convert them to loyal, repeat customers.

Brand Reputation: A quantitative assessment of a brand's ability to deliver quality products in the category of interest.

Judges Rating: Expert judges reviewed the Brand Power Rating and Brand Reputation findings and evaluated the category and key brands relevant to that category. Judges then awarded a first, second, and third place brand within each category based on who they felt has done the best job of positioning their brand within a given category.

"We developed the Brand Impact Award as a comprehensive way to set new standards for measuring the effectiveness of technology brands," said Scott Gardner, president and CEO of Liquid Agency. "This year’s winners are great examples of companies who have built strong brands by delivering great products and services and maintaining customer loyalty."

The Brand Impact Award winners are:

Brand of the Year: Google
B2C Brand of the Year: Google
B2B Brand of the Year: Cisco

B2C Category Winners:

HDTV: Sony
MP3: Apple
Printers: HP
Home Hard Drives: Seagate/Maxtor
Mobile Phones: Nokia
Gaming Consoles: Sony
Video Game Software: EA
Home Computers: HP
Home Networking Devices: Linksys
Internet – Social Networking Sites: MySpace
Internet – Search Engines: Google
Internet – The Site You Can’t Live Without: Google

B2B Category Winners:

Networking / Communication Devices: Cisco
Integration Software / Middleware: IBM
Enterprise Application Software: Oracle/Siebel
Messaging, Conference and Communications: Microsoft Live Meeting
Antiviral / Security Software: Symantec
Multimedia, Graphics, Publishing Software: Adobe
Servers: HP
Semiconductors: Intel
Enterprise Storage: IBM
Smart Phones: RIM BlackBerry

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