Landor and Louis Harris Launch New Version of ImagePower Brand Study.NEW YORK--(BUSINESS WIRE)--Oct. 6, 1997-- Seminal Study Returns to Measure Brand Perceptions Among Business Audiences Landor Associates Landor Associates is a San Francisco-based brand and creative design consultancy. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methodologies that are now standard in the branding industry. and Louis Harris Louis Harris (born 6 January 1921) is an American opinion-polling entrepreneur, journalist, and author. He ran one of the best-known polling organizations of his time, Louis Harris and Associates (LHA) which conducted so-called Harris polls. & Associates announced today the revival of ImagePower(R), the groundbreaking brand measurement study originally created by Landor in 1988. The new ImagePower study will measure the power of brand and company names of business service providers. Significantly, Landor/Harris ImagePower will assess brand perceptions among the actual users of the business services: business executives. The 1997 version of ImagePower will interview executives in 500 large, medium and small companies throughout the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Individual respondents will be in general management, corporate communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. , purchasing, operations and marketing. The categories of business service providers to be evaluated include consulting, telecommunications, insurance/financial services, computer hardware, computer software, package delivery, airlines, hotels, car rental, credit cards, office equipment and transportation. Brand and company names will be evaluated on five key attributes: share of mind, share of heart, appropriateness, uniqueness and momentum. Future Landor/Harris ImagePower studies will focus on different industries and possibly involve varying sets of respondents. "By combining our global branding expertise with the opinion research talents of Louis Harris, I believe the new Landor/Harris ImagePower studies will surpass the standard set by the original ImagePower," says Clay Timon, Chairman & CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Landor. "Together, we'll provide something that is extremely valuable, useful and difficult to find - a thorough, thoughtful, credible and straightforward assessment of how brands are regarded by business executives and decision makers." "By quantifying the attributes of brands of business service providers among the actual users of these services, Landor/Harris ImagePower will enable companies to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. their strengths, rectify perceived weaknesses, and better position themselves among peers and competitors," adds Humphrey Taylor, CEO of Louis Harris. The 1997 Landor/Harris ImagePower study is currently in field-work stage with results expected by November of this year. Select findings will be shared publicly by both companies at their discretion. Complete reports will be available for purchase through Louis Harris & Associates. Landor released the original ImagePower survey in 1988. A subsequent ImagePower was conducted and released in 1990. At the time, ImagePower was the world's most comprehensive study of the power of global and national brands, covering 6,000 brands and 10,000 consumers in the United States, Europe and Japan. Following Landor's acquisition in 1989 by the global communications concern Young & Rubicam Inc., ImagePower served as the inspiration for Y&R's creation of its highly regarded BrandAssetr Valuator (BAV BAV Bavaria Bav Bavarian (linguistics) BAV Brand Asset Valuator BAV Bundesdeutsche Arbeitsgemeinschaft für Veränderliche Sterne (German Workgroup for Variable Stars) BAV Bilim Arastirma Vakfi ), the most comprehensive brand assessment study ever undertaken. BAV measures consumers' brand perceptions around the world and is proprietary to Y&R Inc., which makes BAV data available exclusively to its clients. "Because Landor/Harris ImagePower's respondent base is business executives and not general consumers, the study complements but doesn't conflict with Brand Asset Valuator The Brand Asset Valuator (BAV) is a database of consumer perception of brands created and managed by BrandAsset Consulting, a division of Young & Rubicam Brands to provide information to enable firms to improve the marketing decision-making process and to manage brands better. ," says Timon. Landor Associates is the world's largest, most accomplished and internationally recognized branding consultancy and strategic design firm. Landor comprises a global network of offices, with international headquarters in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden and multidisciplinary consulting and design studios in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Seattle, London, Paris, Hamburg, Hong Kong Hong Kong (hŏng kŏng), Mandarin Xianggang, special administrative region of China, formerly a British crown colony (2005 est. pop. 6,899,000), land area 422 sq mi (1,092 sq km), adjacent to Guangdong prov. , Tokyo and Mexico City. Marketing offices in other major cities include Chicago, Miami, Madrid, Milan, Stockholm, Bangkok, Seoul and Taipei. Louis Harris & Associates is a world-class research firm based in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . Harris serves the research needs of corporations, foundations, universities, associations, not-for-profit organizations, public policymakers and governments around the world. By developing unique, proprietary research techniques, Harris integrates the quality of the best academic research with the practicality expected by clients in both the private and public sectors worldwide. ImagePower(R) is a registered service mark of Landor Associates. CONTACT: Landor Associates Susan Friend 212/614-4475 susan_friend@landor.com or Louis Harris & Associates David Ogilvie 212/539-9650 dogilvie@lha.gsbc.com |
|
Printer friendly
Cite/link
Email
Feedback
Reader Opinion