SOURCE: CoreBrand

March 19, 2008 10:00 ET

Microsoft Plummets, Retail Falls While Beauty Gains in CoreBrand 2007 Brand Power Rankings

CoreBrand Power 100 http://www.visibilitypr.com/pdfs/BrandPowerRankings07.pdf

NEW YORK, NY--(Marketwire - March 19, 2008) - The annual "CoreBrand Brand Power 100" (http://www.visibilitypr.com/pdfs/BrandPowerRankings07.pdf) Corporate Branding Index® of 1,200 US corporations ranks Coca-Cola Company and Johnson & Johnson at #1 and #2 respectively, unchanged since 2004. Meanwhile, Microsoft's corporate brand declined in stunning fashion over the past four years, falling from 11 in 2004 to 59 in 2007 Microsoft, a decline of 48 places!

"The effect of Apple's 'Hi, I'm a MAC' advertising campaign may have taken its toll on Microsoft. The launch of a series of new products, following a long, relatively dormant period, will be closely watched to see if it will have a positive impact on the Microsoft brand," said James Gregory, CEO, CoreBrand.

"The value of the intangible asset known as the 'corporate brand' is the lifeblood of the contemporary corporation as it measures consumer confidence, investment and revenue potential," said Gregory, whose firm CoreBrand conducts 12,000 telephone interviews annually among senior business leaders in 49 industries to measure "familiarity and favorability" data, which is the basis of Brand Power, a single measure of the size and quality of a corporate brand.

Rivalries can be found in the automotive sector where number one Toyota (#14) struggles to maintain its lead while American manufacturers, Ford (64) and GM (24) continue to fiddle.

In toiletries, firms like Revlon (39 in '07; 51 in '06), Esteé Lauder (40 in '07; 54 in '06) and L'Oreal (68 in '07 from 86 in '06), having put a great deal of effort into their brands, are seeing a payoff in huge leaps in their rankings.

Companies dropping fast include: Whirlpool (78 in '07; 66 in '06), Nestle (81 from 72), Kraft Foods (83 from 79), Sara Lee (92 from 88), Motorola (94 from 83).

Companies ascending quickly over the past year include: Bayer (27 from 37) , Visa (36 from 40), Mattel (37 from 39), MasterCard (43 from 52), Fruit of the Loom (58 from 70), Nissan (61 from 68), and Toshiba (71 from 81).

Other industries, especially retail, took it on the chin as stalwarts Wal-Mart dropped 11 places since 2004, eight spots last year alone. Home Depot dropped 34 places since 2004, but slowed the bleeding, dropping only five spots since last year.

Home Depot Brand Ranking
54-2007
49-2006
20-2004

2006-07 Variation -5
2004-07 Variation -34

Wal-Mart Brand Ranking
32-2007
24-2006
21-2004

2006-07 Variation -8
2004-07 Variation -11

Starbucks' meteoric band rise, 12 places since 2004, slowed slightly as the brand moved up three places in 2007.

Starbucks Brand Ranking
10-2007
13-2006
22-2004

2006-07 Variation +3
2004-07 Variation +12

Harley-Davidson continues to rev its brand engine, having improved five places since 2004 and two in the past year to attain 4th place!

Harley-Davidson Brand Ranking
4-2007
6-2006
10-2004

2006-07 Variation +2
2004-07 Variation +5

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