NEW YORK – August 14, 2007 – GfK Roper Consulting, a division of GfK Custom Research North America, today announced findings from its annual GfK Roper Reports® Worldwide Power Brands study revealing the continued decline of global brand strength among consumers worldwide with U.S. brands losing ground to their European and Asian counterparts. The brand power scores are based on consumer response regarding three key variables: “familiarity”, “really like”, and “advocacy.”
Fall of the American Icons?
Among the top 15 global brands in this year’s study, five of six U.S. brands on the list witnessed power declines including a number of American icons such as Coca-Cola, Colgate, McDonald’s, Nike and Pepsi. Disney is the only U.S. brand in the top 15 that experienced a surge in brand power.
Biggest Winners and Losers
The "House of Mouse” also owns the greatest annual brand power increase among all American brands in the study. Other top gainers this year include BMW with the biggest power jolt, Sony, Honda, Mercedes-Benz, Volkswagen, and Nestle. Though they’ve yet to break into the top 15 global brands overall, U.S.-based Microsoft, National Geographic and Google were also among the top ten brand power gainers this year.
While the steepest drop felt among all 51 brands included in the study was European-based electronics giant Philips, seven of the ten brands with the largest declines were U.S. based. The ten brands suffering the worst power drains from largest to smallest decline were Philips, Coca-Cola, Kodak, Gillette, Colgate, McDonald’s, Panasonic, Nike, Sony-Ericsson and Ford.