Consumers are embracing new brands at the expense of more established brands.
That’s one finding of Brand Keys’ semi-annual Loyalty Leaders Ranking, which measures brand awareness and loyalty among consumers ages 21-60.
New York-based Brand Keys interviews 16,000 consumers to track unaided mentions of brands. The brands that get the most mentions rank highest.
Twenty-three brands are new to the list this year, including Skechers, Cheap Tickets.com and Bank One.
“Wiser consumers, and the difficulty brands face in differentiating themselves in ways that are meaningful to consumers, contributed to these rankings,” said Brand Keys President Robert Passikoff in a statement. “That so many new brands are showing up is a warning to established brands to consolidate your customer bases or risk seeing newer, ‘trendier’ brands who better meet or exceed market expectations, appropriate your customers.”
Familiar brands still top the list: Google ranked No. 1, followed by Avis and Verizon Long Distance. Others fell in the rankings, including Starbucks, Adidas and Exxon.
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