How does a big, valuable brand can get gets such a low score?
Some brands have many satisfied customers, but also many enemies. Fast food outlets and tobacco companies are examples. Those who dislike the brand but were, perhaps, never likely to be customers anyway mask the success of these brands. The key issue is change – whether the numbers for the brand go up or down or stay steady. Our monthly ‘league tables’ also have a ‘relative score’ column where we measure each brand relative to its sector average, so that a brand which outshines its competitors in a less popular sector will nevertheless score highly as a successful brand.
