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Study sees Microsoft brand in sharp decline | InfoWorld | News | 2008-03-27 | By Elizabeth Montalbano, IDG News Service

Posted in Microsoft, World Ranking with tags , , , on March 28, 2008 by randynacol2002

Study sees Microsoft brand in sharp decline | InfoWorld | News | 2008-03-27 | By Elizabeth Montalbano, IDG News Service
According to the CoreBrand Power 100 2007 study , which polled about 12,000 U.S. business decision-makers, Microsoft dropped from number 12 in the ranking of the most powerful U.S. company brands in 2004 to number 59 last year. In 1996, the company ranked number 1 in brand power among 1,200 top companies in about 50 industries, said James Gregory, CEO of CoreBrand.

CoreBrand measures brand power using four criteria. It first rates the familiarity of a company’s brand. Once a company has a certain level of familiarity, they are ranked according to three “attributes of favorability”: overall reputation, perception of management, and investment potential, Gregory said. While Microsoft’s brand is still eminently recognizable, the company is declining in all three favorable attributes, he said.

Gregory said that a decline in and of itself is not indicative that a company is losing its mindshare or reputation among customers. However, what’s significant in Microsoft’s case is that the decline has been consistent over a number of years and has plunged dramatically in a brief time.

“When you see something decline with increasing velocity, it’s a concern,” he said.

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