Reynolds Wrap? According to a Harris Interactive survey, Reynold’s aluminum foil has the strongest brand equity in the U.S. The top 10 was filled with unsexy package-goods staples in commodity categories, like Ziploc Bags, Windex, and Clorox Bleach.
Reynolds was able to top the list with only $7.5 million in media support last year. Compare that to $27.9 million on Clorox Bleach, $413,800 for Heinz, and $25,400 for WD-40 (the lowest spender of all).
Icons like Coke, Pepsi, McDonald's, Nike, even the ultra-cool iPod couldn’t crack the top 10, listed here:
1. Reynolds Wrap
2. Ziploc Food Bags
3. Hershey's Candy Bars
4. Kleenex Tissues
5. Clorox Bleach
6. WD-40
7. Heinz Ketchup
8. Ziploc Containers
9. Windex Glass Cleaner
10. Campbell's Soup
I have no idea how much Coke spent on marketing last year, but it must be astronomical in comparison. Still, transferring brand equity into profit is a hard challenge. Brands that didn’t make the top 10 are probably raking in huge amounts of cash compared to the smaller players that did.
Why do the brands with the strongest equity seem to spend the smallest amount in advertising? Does their heritage to pull them to the top, or do they just have very little competition from other products? I don't know, but it’s time for me to go get lunch.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment