Virgin Blue is the best, consumer survey finds
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Virgin Blue is the best, consumer survey finds
Thurs "Sydney Morning Herald"
Virgin Blue is the best, consumer survey finds
By Julian Lee
February 19, 2004
Virgin Blue has swept the board in the most recent list of top 10 corporate reputations in Australia, beating other companies in four out of six key areas rated as most important to consumers.
The airline was judged to have the best products and services, to treat its staff fairly, to have the best leaders and to have the strongest emotional appeal to customers - confirmation, were it needed, of Virgin's savvy marketing.
The reputation quotient (RQ) survey for 2003, the fourth to be conducted by Harris Interactive Australia, demonstrates the importance of connecting with the consumer at an emotional level, a factor that can buoy weaker scores in other categories such as financial performance or vision and leadership.
"Every other category feeds into that key pillar of emotional appeal," Harris Interactive chairman Brian Fine said. "The better you feel about the brand, the more likely you are to buy the product, stay loyal to it, or even consider working for the company."
The most recent survey saw several companies drop out of the top 20, including last year's winner, Sony. Coca-Cola, IBM and Microsoft also failed to register on the radar of the 1800 consumers who were asked to nominate the brands up for evaluation.
A store revamp program and a surge in advertising activity was cited as the reason for David Jones's strong performance in the emotional appeal category, after it came back in at number nine after a year's absence. Coles Myer climbed back up to eight, evidence that it has overcome the boardroom squabbles that dogged it in 2002, and an aggressive advertising campaign helped it score highly in the products and services and emotional appeals categories.
Growing regional Bendigo Bank bucked the trend of banks lurking at the bottom of the top 20 to come in at number four, enjoying a period of goodwill among consumers as it opens yet more community banks in bank-free towns and suburbs. "It's seen as being different from the others," Mr Fine said. "It has a unique position and people see it as 'doing the right thing'.
"It's a position that St George enjoyed at one point, though now perhaps it is seen as one of the majors."
Elsewhere, Woolworths climbed from eighth to second place and Toyota made a reappearance after a three-year absence, largely due to the fact that it is now Australia's top-selling car brand.
TOP 10 CORPORATE REPUTATIONS
1. Virgin Blue (3)
2. Woolworths (8
3. Toyota (new entrant)
4. Bendigo Bank (new entrant)
5. Holden (no change)
6. Qantas (9)
7. McDonald's (6)
8. Coles Myer (12)
9. David Jones (new entrant)
10. BHP (14)
Figures in brackets denote position last year
SOURCE: HARRIS INTERACTIVE AUSTRALIA
Virgin Blue:
#1 – best products and services
#1 – at treating staff fairly
#1 – to have the best leaders
#1 – to have the strongest emotional appeal to customer’s confirmation
===========================================
Virgin Blue is the best, consumer survey finds
By Julian Lee
February 19, 2004
Virgin Blue has swept the board in the most recent list of top 10 corporate reputations in Australia, beating other companies in four out of six key areas rated as most important to consumers.
The airline was judged to have the best products and services, to treat its staff fairly, to have the best leaders and to have the strongest emotional appeal to customers - confirmation, were it needed, of Virgin's savvy marketing.
The reputation quotient (RQ) survey for 2003, the fourth to be conducted by Harris Interactive Australia, demonstrates the importance of connecting with the consumer at an emotional level, a factor that can buoy weaker scores in other categories such as financial performance or vision and leadership.
"Every other category feeds into that key pillar of emotional appeal," Harris Interactive chairman Brian Fine said. "The better you feel about the brand, the more likely you are to buy the product, stay loyal to it, or even consider working for the company."
The most recent survey saw several companies drop out of the top 20, including last year's winner, Sony. Coca-Cola, IBM and Microsoft also failed to register on the radar of the 1800 consumers who were asked to nominate the brands up for evaluation.
A store revamp program and a surge in advertising activity was cited as the reason for David Jones's strong performance in the emotional appeal category, after it came back in at number nine after a year's absence. Coles Myer climbed back up to eight, evidence that it has overcome the boardroom squabbles that dogged it in 2002, and an aggressive advertising campaign helped it score highly in the products and services and emotional appeals categories.
Growing regional Bendigo Bank bucked the trend of banks lurking at the bottom of the top 20 to come in at number four, enjoying a period of goodwill among consumers as it opens yet more community banks in bank-free towns and suburbs. "It's seen as being different from the others," Mr Fine said. "It has a unique position and people see it as 'doing the right thing'.
"It's a position that St George enjoyed at one point, though now perhaps it is seen as one of the majors."
Elsewhere, Woolworths climbed from eighth to second place and Toyota made a reappearance after a three-year absence, largely due to the fact that it is now Australia's top-selling car brand.
TOP 10 CORPORATE REPUTATIONS
1. Virgin Blue (3)
2. Woolworths (8
3. Toyota (new entrant)
4. Bendigo Bank (new entrant)
5. Holden (no change)
6. Qantas (9)
7. McDonald's (6)
8. Coles Myer (12)
9. David Jones (new entrant)
10. BHP (14)
Figures in brackets denote position last year
SOURCE: HARRIS INTERACTIVE AUSTRALIA
Virgin Blue:
#1 – best products and services
#1 – at treating staff fairly
#1 – to have the best leaders
#1 – to have the strongest emotional appeal to customer’s confirmation
===========================================
Last edited by Wirraway; 20th Feb 2004 at 12:34.
