Costco, Cisco and Michael Kors Ranked as Top Three Based on Consumer Perceptions and Financial Indicators
New York, NEW YORK – April 18, 2013 – Vision Critical, the leading provider of insight community technologies, today released its list of America’s top 10 most financially promising pure play brands based on new Brand Equity Relationship Assessment (BERA) findings. Vision Critical’s BERA platform provides brands with voice of the market, voice of the customer, valuation and investment analytics. When combined with Vision Critical Insight Communities, BERA is able to dive even deeper by enabling in-market testing and offering visibility into what marketing mix levers brands need to pull for optimal results.
BERA continuously evaluates 4,000 brands across the U.S. with approximately 20,000 weekly respondents. Recently, BERA took a snapshot of pure play brands to find that Costco presently tops the list in having a positive brand relationship and is best positioned for future financial success. Respondents weighed in on whether or not they would consider buying from a brand and if they felt the brand has a positive future. Consumer insights were then linked with financial data, captured from publically available corporate financial information, to estimate brand worth.
Five of the top 10 most financially promising U.S. pure play brands in order are:
In order to illustrate where pure play brands fall on the BERA relationship lifecycle, the top 10 most promising brand categories were also analyzed and ranked. In looking at both pure play and diversified brands, BERA identified that the tablet, automobile and travel booking categories held the greatest opportunities for future success. Out of the 10 most promising brand categories, BERA found that consumers are in the beginningphases of their relationship with tablets, charities and watches/jewelry.
It is all about the brand. People yawned when KORS announced their cosmetic line last week. But, people will pay $95 for a Michael Kors product over an Estee Lauder of similar product and price. COH is going to be crushed in the luxury handbag and wallet niche market because KORS is being established as the must-have brand.
KORS getting in the mindset of the younger consumer by monopolizing the mobile space with events made for Instagram, Facebook, and Twitter. The management team at KORS is really executing well, and presenting the excellent designs of Michael Kors into the mindset of the consumer. Mindshare becomes market share...