We all know how important a strong brand is. In fact, market research has shown that company image is directly responsible for 5% of a company’s stock value. So, if your brand reputation takes a hit in some way, it’s vital to take action to sort out the problem quickly and efficiently.
And that’s what Toyota looks to have done. After a shaky few months, the car giant looks to have steadied the ship somewhat. Or that’s certainly what the latest BrandIndex report of the Top 20 Most Improved Brands by YouGov indicates. While the brand is still struggling with an overall negative perception, it was the most improved brand in the second quarter of 2010.
The Top 10 biggest improvers are shown below:
|
Rank |
Brand |
January-March |
April-June |
Change in score |
|
1 |
Toyota |
-29.8 |
-19.4 |
10.4 |
|
2 |
Dairy Queen |
22.2 |
29.6 |
7.4 |
|
3 |
Sea World |
4.9 |
11.9 |
7.0 |
|
4 |
Capital One |
-2.9 |
2.8 |
5.7 |
|
5 |
Volkswagen |
12.7 |
17.9 |
5.2 |
|
6 |
Six Flags |
9.9 |
14.9 |
5.0 |
|
7 |
Lowe’s |
37.7 |
42.5 |
4.8 |
|
8 |
Sprint |
4.1 |
8.8 |
4.6 |
|
9 |
NBC |
-9.2 |
-4.6 |
4.6 |
|
10 |
Crocs |
0.2 |
4.8 |
4.6 |
As well as Toyota, a number of other auto manufacturers (Volkswagen, Chrysler and Chevrolet) made the Top 20. Several financial institutions have also seen improvements in their brand reputation – including Capital One, MasterCard, AIG, Citibank and Chase.
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