Most consumers have no relationship or a problem relationship with the major brands they use, according to a study released today from Impiric, WPP-owned Young & Rubicam's marketing-services arm. "Brand Partnership: What Consumers Want from 1-to-1 Marketing" found that only 35% of the 1660 U.S. adults surveyed in conjunction with Harris Interactive said they have solid relationships with brands in seven categories ranging from airlines to retail stores to ISPs. The few winning brands in consumers' minds were in the credit-card and retail categories, including American Express, Dell Computer, Palm and Walmart, while airlines, Web sites and telecoms - including Priceline.com and Sprint - were among the worst. The study found that consumers have better relationships with brands that value them and understand and meet their needs.
Copyright February 2001, Crain Communications Inc.