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March 20, 2009 11:57 AM

Microsoft, Starbucks see brand power slip in survey

Posted by Benjamin J. Romano

If you're spending $300 million on a major ad campaign for your biggest product, this is not the line you want to read in Advertising Age: "Your brand power is waning."

That's the message for Microsoft, Starbucks and Pepsi in CoreBrand's Brand Power Rankings, according to this Ad Age story.The survey of 400 executives takes in financial performance, perception of management and investment potential. From the story:

"For 2008, two perennial favorites were lodged in the Nos. 1 and 2 slots: Coca-Cola Co. and Johnson & Johnson, which have remained in those positions since 2004. Coca-Cola rival Pepsi is sliding down the ranking, dropping from fourth place in 2005 to 18th place in 2008. Starbucks fell from No. 10 last year to No. 14, and Microsoft tumbled all the way down from No. 26 in 2005 to No. 54."

It's important to note that a lot depends on how brand is defined and measured. I reported on the CoreBrand results last year, when Microsoft was at No. 59. See this post for more background on CoreBrand's methodology and other brand surveys in which Microsoft places much higher.

As Ad Age points out, CoreBrand actually ranks Apple lower than Microsoft. "This isn't a consumer popularity contest," CoreBrand CEO Jim Gregory tells Ad Age. "It isn't just about the logo -- it's about everything these companies say and do."

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