Upscale brands regaining popularity

Miller, Cyndee
May 1994
Marketing News;5/23/94, Vol. 28 Issue 11, p3
Trade Publication
This article reports on Total Research Corp.'s annual EquiTrend study about the general health of brands in the U.S. Walt Disney Co. again snagged top honors in the company's survey of brand quality. The only big shocker this time around was that with the two parks listed as separate brands for the first time, Disney World edged out Disneyland for the number one spot. Rounding out the top 10 were, Kodak photographic film, Hallmark greeting cards, Mercedes-Benz automobiles, Fisher-Price toys, Reynolds Wrap aluminum foil, AT&T's long-distance telephone service, Levi's jeans, and Ziploc bags.


Related Articles

  • Hi-tech TV comes to the Magic Kingdom. Ross, Rich // Brand Strategy;Feb2006, Issue 199, p11 

    The article shares an author's opinion on his prediction to the television technology and branding for the next generation in the U.S. The Disney channel is serving a connection generation to kids and teenagers who are more technology savvy. The Walt Disney Co. and Apple deals with the consumers...

  • How to become a Superbrand. Gray, Robert // Marketing (00253650);1/8/2004, p15 

    As the winners of Superbrands' 2003 Business Awards are unveiled, this article discovers what it takes to join this elite class of brands. There might be something in common between the brands Sellotape, Rolls-Royce, DHL, Virgin Atlantic and Intel, but not much in terms of the categories in...

  • Brand personality clusters offer vivid consumer profiles.  // Marketing News;5/13/1983, Vol. 17 Issue 10, p1 

    The article considers the use of clusters of brand personalities in marketing research. This was suggested by Arthur J. Kover of Cunningham & Walsh Inc., who also emphasized the role of brands in building communities. He analyzed the sales of brown liquors to explain the concept of brand...

  • BRAND'S NEW DAY. Bailey, Michael // BRW;11/1/2012, Vol. 34 Issue 43, p43 

    The article discusses the disadvantage of buying branded stocks like one is buying designer clothes, which according to the author is caused by the brand not having value unless it can deliver reliability and reasonable performance for one's investment.

  • notebook.  // New Statesman;1/9/2006, Vol. 135 Issue 4774, p31 

    The author observes how the Disney Princess has grown into a hugely successful multinational brand in Britain and elsewhere. Five years ago Disney executives realised that they had an opportunity for a brand aimed at girls between three and six years old. That brand is now worth billions. There...

  • Brand Personality and Mobile Marketing: An Empirical Investigation. Bouhlel, O.; Mzoughi, N.; Hadiji, D.; Slimane, I. Ben // Proceedings of World Academy of Science: Engineering & Technolog;May2009, Vol. 53, p703 

    This research assesses the value of the brand personality and its influence on consumer's decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually...

  • Recapturing the glory days. Clegg, Alicia // Marketing Week;5/3/2007, Vol. 30 Issue 18, p43 

    The article presents a study on the utilization of legacy brands via the Internet radio, podcasts, and other digital means by BBC World Service company's research-based consultancy The Depot. Such a study involves the adoption of a context-based approach, including ethnography and road-testing...

  • Brands, Competition, and the Law. Desai, Deven R.; Waller, Spencer // Brigham Young University Law Review;2010, Vol. 2010 Issue 5, p1425 

    Brands matter. In modern times, brands and brand management have become a central feature of the modern economy and a staple of business theory and business practice. Coca-Cola, Nike, Google, Disney, Apple, Microsoft, BMW, Marlboro, IBM, Kellogg's, Gucci, and Virgin are all large companies, but...

  • New Miracle Bongo. Fitzpatrick, Michael // NZ Marketing Magazine;Jul2007, Vol. 26 Issue 6, p14 

    The author focuses on the good perception of New Zealand as a brand. He says that people living overseas have a very positive opinion of the country. Also mentioned are factors that contribute to the New Zealand brand, including tourism. He suggests that the product of the country continues to...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics