beds - Brand Autopsy

Transcription

A SPECIAL REPORT
pEr
supEr
nD
r
ranD
a
s
B
JUNE 21, 2004
Featuring: AMERICA’S TOP 2000 BRANDS
www.brandweek.com
JUNE 23, 2003
00
Superbrands
TABLE OF CONTENTS
4
EDITOR’S NOTE By Karen Benezra
FEATURE
6
THE MERCENARY CMO By Todd Wasserman
Marketers in demand: They make a splash—and then make a leap—from brand to brand.
Do Super CMOs do more harm than good? Plus: How the CMO title itself became a star.
6
CATEGORIES
20 APPAREL
By Sandra O’Loughlin
21 APPLIANCES
By Karl Greenberg
22 AUTOMOBILES
By Karl Greenberg
26 BEER, WINE &
LIQUOR By Mike Beirne
& Kenneth Hein
30 BEVERAGES
By Kenneth Hein
32 COMPUTERS
By Scott Van Camp
33 CONSUMER
ELECTRONICS
By Kenneth Hein
34 COSMETICS/
FRAGRANCES
By Christine Bittar
36 CREDIT CARDS
By Hilary Cassidy
38 ENTERTAINMENT
By Becky Ebenkamp
42 FAST FOOD
By Kenneth Hein
43 FINANCIAL SERVICES
By Todd Wasserman
44 FOOD
By Sonia Reyes
22
30
38
50 FOOTWEAR
By Hilary Cassidy
52 HEALTH & BEAUTY
By Christine Bittar
56 HOUSEHOLD
By Christine Bittar
58 PETROL
By Karl Greenberg
60 PHARMACEUTICAL/
OVER THE COUNTER
By Christine Bittar
61 PHARMACEUTICAL/
PRESCRIPTION
By Christine Bittar
62 RETAIL
& Barry Janoff
64 TELECOM
By Todd Wasserman
65 TOBACCO
By Mike Beirne
66 TOYS
By Todd Wasserman
67 TRAVEL
By Mike Beirne
69 WORLD WIDE WEB
By Catharine P. Taylor
58
America’s Top 2000 Brands . . . Page 70
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JUNE 21, 2004
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Superbrands
EDITOR’S NOTE
Heeding the Cry: Quick, Get
Me Super Man (or Woman)
As for telecom, the rush to wireless gadgets keeps fueling a mulirst came the supermarket, then the supermodel, and thanks
titude of expensive campaigns. In 2003, six wireless firms crashed
to Brandweek, the Superbrand. Now say hello to another outthe ranks of big media spenders on our Top 2000 list, led by Versize player, the Super CMO. It was bound to happen, of course,
izon Wireless ($841.5 million) for the second year in a row. Pharin a world where egos have grown alongside paychecks and commaceutical marketers weren’t far behind with category spending
panies are seeking extra wattage to win attention, be it from star
up 24% to $3.23 billion, as competition between over-the-countpersonalities (Donald Trump for Visa) or long-term alliances (Nexer and prescription drugs intensified. Other issues covered in the
tel’s $40 million annual pledge to Nascar over the next decade).
essays on the following pages include the parade of carb-related
For those companies who’ve spent years looking for a savior—
food items, more consolidation at retail, brands getting “embedno, not the type Mel Gibson delivered at theaters this spring—
ded” in entertainment properties and higher-end products being
we present the first class of “super marketers,”
purchased by folks who aren’t regarded as part of the luxury crowd.
which we’ve defined as top executives who made
Driving the latter trend, say experts, is an interesting phetheir mark at three separate brands in more than
nomenon. Consumers who are worried about world events and
one industry. Industry hopping aside, Todd
their own personal safety are more focused on their overall wellWasserman’s story of this elite class (beginning
being and willing to pamper themselves with higher quality prodon page S6) offers a dossier of some of the betucts and experiences. So, a golf fanatic earning $50,000 a year
ter-known players, and more notable campaigns
might have a $3,000 set of clubs and a vacaand ploys that have remade
tion itinerary that includes a round at Pebble
entire businesses.
Beach, Calif.
Arguably, the CMO job is
If it wasn’t a long time coming already,
harder today, too: marketing has
2003 also marked the year that mainstream
grown more costly and complex, and is
companies finally began targeting the Latino
becoming even more so as key audiences flee
market in earnest. Major brands got into the
primetime network television for cable,
act with new products in beauty aisles (Panvideogames and Web surfing. Finding the
tene Pro V, L’Oréal’s Vive lines), while Herright person who can mesh with the CEO and
shey struck a wide-ranging endorsement deal
has the chops to lead a brand organization is
with songstress Thalia Sodi for a new line of
a given. But what’s better, a consensus builder
candies. Indeed, total media spending on Latiwho can direct strategy, a customer-focused Makeover boom: ABC Family movie
no TV networks hit a record $68.8 million in
thinker who can align partners, or a creative promos carry cues from Sears.
2003, according to Nielsen estimates, or more
maverick who’ll have rivals cursing your comthan twice the amount spent on outdoor ads, and roughly on par
mercial genius? You decide.
with magazines and radio outlays combined. Look for more creOnce aboard, just how a CMO decides to spend a marketing
ative spending options in the year ahead.
budget is another matter. Saying they didn’t want to pay huge costBut back to our first point, for a moment. Lest we think that
per-thousand increases, automakers were adamant earlier this year
all things super are better, it’s worth noting that the “super-sized”
about finding alternatives to the broadcast networks. And yet,
options at McDonald’s are being discontinued as the fast food
media sellers participating in this month’s upfront market for fall
giant staves off critics on obesity claims and portion control. Talk
ad sales report growth from autos, financial services and telecomabout a super idea.
—Karen Benezra
munications firms offsetting declines in packaged goods.
F
Note of Credit:
Superbrands is an annual publication conceived and developed by the staff of Brandweek magazine.
Editor: Karen Benezra Executive editor: Barry Janoff Project director: Chuck Stogel Senior features editor: Michael
Applebaum News editor: Todd Wasserman West Coast Bureau Chief: Becky Ebenkamp Senior editors: Jim Edwards
Kenneth Hein, Scott Van Camp Senior reporter: Mike Beirne (Chicago), Reporters: Christine Bittar, Karl Greenberg, Sandra
O’Loughlin, Sonia Reyes Editorial contributors: Hilary Cassidy, Catharine P. Taylor Art director: Kevin Begovich
Photo editor: Debbie Cohn-Orbach Senior researcher: Jim English Copy editor: Ian Blair Production mgrs: Adeline Cippoletti,
Elise Echevarrieta Ass’t production mgrs: Noah Klein, Craig Russell, Cindee Weiss Production assistant: Michelle De Roche
Production coordinator: Eileen Cotto Editor-in-chief: Sid Holt Publisher: Charlotte Erwin
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JUNE 21, 2004
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Superbrands
THE
MERCENARY
(a.k.a. ‘SUPER’)
C
CMO
MO
First CEOs became celebrities.
Then, top marketers followed
suit. Is the culture of the star
CMO good for business—or do
they ride in, make a splash and
leave a mess in their wake?
By Todd Wasserman Illustration by Peter Hoey
C
all them mercenary, or Super, CMOs. They parachute in from company to company, from industry to industry, firing and hiring ad agencies
and staff. They make noise. They launch memorable ad campaigns.
Some become brands in and of themselves.
In the marketing world, this is a relatively new phenomenon, spawning a small,
elite class. Though there are thousands of companies in the U.S. and even more
brands, there are only a handful of CMOs who fit that description.
The short list, based on those who have been a top marketer at three major
brands and in more than one industry, would include the likes of John Costello,
who introduced the previously unknown “Softer Side of Sears,” then briefly went
to Yahoo! and is now running marketing at The Home Depot; Jim Garrity, who
spent 20 years at IBM before taking over marketing at Compaq and then First
Union, which became Wachovia; Steve Wilhite, who was behind the 1998 reintroduction of the Volkswagen Beetle, then went to Apple to help launch its iMac
before decamping to run marketing for Nissan; Janine Bousquette, who’s known
for reinvigorating Mountain Dew and Pepsi’s flagship brand before jumping
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JUNE 21, 2004
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Superbrands
over to eToys and landing at Costello’s old
spot at Sears; Jerry Gramaglia, whose
resume includes top marketing jobs at Taco
Bell, Sprint and E*Trade; Russ Klein, currently CMO at Burger King, who also ran
marketing at 7-Eleven and, before that,
7 Up. Finally, there’s Joe Tripodi, who was
CMO at MasterCard, then Seagram &
Sons before overseeing marketing at Bank
of New York and now Allstate.
The archetype of the Super CMO is Sergio Zyman, the so-called “Aya-cola” of
Coca-Cola fame. Zyman, who joined Coke
in 1979, had a brilliant start, bowing both
Diet Coke and the “Coke is It” campaign
in 1982. But he also midwifed New Coke
in 1985 and, after that fiasco, left the company to work as a consultant at Microsoft,
Miller Brewing, General Mills and
McDonald’s. Zyman came back to Coke in
the ’90s, but left again in 1998 and now
runs the Zyman Group, which consults for
various companies, most notably ConAgra.
Prior to the ’90s it was unusual for
marketers, even the top ones, to move
around much in their careers. Spencer
Stuart, the Chicago-based recruitment
firm, reported that since 1999 more than
60% of its marketing candidates were
placed into a different industry than their
former position. That’s a big jump over
1994-98, when only 38% of marketing
execs transitioned to other industries.
In the past decade there was a convergence of trends that formed the super
CMO. Press attention, for one, including
the likes of Brandweek. A similar phenomenon happened on a grander scale with
John Costello:
The Ladies’ Man
Monkey biz: Klein’s “pouch” spot for Burger King
(top); Gramaglia bowed E*Trade’s pitch chimp.
charged that new CMOs often “[send] the
current advertising agency into an unproductive frenzy when they . . . immediately
question their predecessor’s strategy.”
Moreover, they can “demoralize the more
junior marketing professionals on the team”
when they come on board, the report said.
The report found only 14% of CMOs
“for the world’s top [100] brands” have
been at their companies for more than
three years. The chief reason for the
turnover was that CEOs (who have a much
longer average tenure)
often do not share high
“The real challenge is consisexpectations for marketing. “And when there is
tency. It can be a risk when
the added pressure from
people move from brand to
shareholders, the media
and board of directors
brand.” John Costello, speaking at
for nearly instantaneous
The Economist’s Marketing Roundtable results,
the differences in
expectations can cause
CEOs. By the ’90s, many chief executives major strife within the organization.”
Many observers also question the prehad hit a Page Six level of notoriety. Not
surprisingly, their pay skyrocketed and they Enron orthodoxy that superstars needed to
caromed from firm to firm. At the same be promoted and cultivated at the expense
time, after Marlboro Friday, Wall Street of other employees. “What makes a star anybecame sold on the value of brands and way?” asked Al Ries, of Ries & Ries, Atlanta.
marketing moved to center stage. Still one “It’s pr, publicity . . . Maybe they’re out promore trend was the rise of the title of chief moting themselves instead of the compamarketing officer itself (see sidebar, page 12). ny.” In each case of the mercenary CMO,
But has the cult of the star CMO been the marketers, perhaps unfairly, become
good for business, or do these marketers known for doing one thing particularly
just ride in, make a splash—and leave well. Like a brand known for a certain product or positioning, they are often defined
behind a mess in their wake?
A recent report by Spencer Stuart by those narrow confines.
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JUNE 21, 2004
John Costello is a prime example. A veteran of Procter & Gamble (where he
worked on Crest’s first Hispanic TV ads)
and Pepsi, Costello joined Sears as
evp/gm of the retailer’s marketing unit
in 1993, replacing Matthew Howard, a 31year Sears veteran. About six months after
joining Sears, Costello rolled an ad blitz
announcing “The softer side of Sears.”
The effort is remembered as one of the
top campaigns of the ’90s, but it may have
done more harm than good. “It was an
extremely successful campaign. It
brought in women,” said Kurt Barnard,
editor of the Upper Montclair, N.J.-based
Barnard’s Retail Report. “The problem was,
they were terribly disappointed.” The
retailer’s apparel just didn’t live up to the
hype, Barnard said. “Sears got a reputation as America’s dowdiest store. It drove
[women] away in droves.”
Barnard is quick to add that Costello
had nothing to do with Sears’ apparel and
that he considers him a brilliant marketer.
Yet in that instance, brilliant marketing
backfired. Who was to blame?
Harry Bernard, a partner at Colton
Bernard, a San Francisco-based apparel
consultancy, said neither Costello nor
then-CEO Arthur Martinez nor even
Robert Mettler, the man who headed
Sears’ apparel business at the time of
the “Softer Side” campaign, are
culpable. (Mettler is now running West
Coast operations for Federated and
declined comment.)
“Martinez came in, it became apparent he was going to have to fight and the
old culture won,” said Bernard. “They
have not found it easy or affordable in
their terms to really develop a serious fashion apparel business. The bottom line is
I don’t think they believed in it and
understood what had to be done.”
The issue continues. After considering
abandoning apparel in 2001, Sears is having another go of it with new-format stores.
In the mid-’90s, with Sears on the comeback trail, Costello became a hot property. “One thing Sears had in the wake of its
first turnaround was a rich field of experienced executives, and the headhunters
knew what they had done and where they
were,” wrote Martinez in his book, The
Hard Road to the Softer Side. But in the grand
scheme, Sears’ comeback didn’t last. “Sears
at the time was at the forefront of the
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ing the Dew Dudes, brought the whole
brand, which eventually co-opted the
tagline, more mainstream success.
Throughout the ’90s, Pepsi sought to
connect with Gen X consumers by aligning Dew with extreme sports. In 1996, with
the Internet still in its infancy, Bousquette
launched a Web site for the
brand and, years before
“In my experience, there are
mobile marketing campaigns
two types of CMOs: those who became commonplace, offered 500,000 beepers with
know how to make money
free airtime for six months.
Pepsi used the beepers to
and those who know how to
broadcast various contests.
spend it.” Jerry Gramaglia
Bousquette’s penchant
for technology-aided marketing solutions (and no doubt the
At Pepsi, Bousquette’s greatest success lure of a flood of IPO cash) prompted her
was Mountain Dew, whose volume grew to join eToys as svp-marketing. In the 1999
from 455 million cases in 1994 to 665 mil- holiday season, as flip dot-com ads floodlion in 1998, when she left for eToys. In the ed the airwaves, eToys took a more level1960s, Mountain Dew was a hillbilly headed approach. In one notable ad, a
brand. TV ads showed rowdy cartoon mother finds her tot interested in fish, so
characters in some dogpatch mouthing the she types “fish” onto eToys’ site’s search
tagline: “Yahoo Mountain Dew.” In the engine and dozens of toys pop up. “This
’70s and ’80s, the brand’s ads featured is about creating a lasting bond with parJanine Bousquette:
Rocky Mountain High settings and ents instead of a sharp poke in the eye,”
The Straightwoman
Mountain Dew built a following among said Bousquette at the time. (She declined
teens and young adults. The breakthrough comment for this article.)
The eToys ads were well-received, and
Janine Bousquette inherited Costello’s old came in 1993, when Diet Mountain Dew’s
job at Sears, signing on as CMO for the “Been there, done that” campaign featur- the upstart sold more toys that holiday season than Toys “R” Us could online. Of
course, the dot-com would also flame
out spectacularly. By January 2001,
eToys had fired most of its staff and
was eventually bought by KB Toys,
which is now itself in bankruptcy.
hen Kraft appointed Paula Sneed as its chief marketing officer in 1999, George Lazarus, the
Bousquette resisted goofy ads for
Chicago Tribune’s marketing columnist, mused that it may have become fashionable to hire
eToys and has shown the same
such a person so the CEO can brag, “We’ve got one, too” at the next cocktail party.
restraint at Sears so far. Since joining,
Lazarus’ implication was that the CMO title had become a fad. The appellation, however, had been
she has changed the retailer’s tagline
around for awhile, though seldom used before the ’90s. The term “chief marketing officer” was evoked
to “Sears. Good life. Great price,” an
28 times in The New York Times prior to 1986. The first mention, of someone named E.E. Wall’s promoecho of a tagline a few years prior,
tion to the title for the California Oil Co., came in 1957. The first high-profile CMO was Paul Schrage at
“Good life at a great price.” Initial
McDonald’s, who was listed as evp-marketing in 1970, but by 1981 was called chief marketing officer.
ads, via Young & Rubicam and
Schrage, who is retired and splits his time between Scottsdale, Ariz., and Chicago these days, recalled
Ogilvy & Mather, both Chicago,
that during the 1984 Olympics, then-baseball commissioner Peter Ueberroth remarked that he’d never
ditched the humor of previous ads in
heard of a title like CMO before. “That kind of set me back,” said Schrage. “I started to pay attention to
favor of emphasizing products. Perannual reports [from other companies] and I didn’t see it anywhere.” Schrage said an upper echelon exec
haps more significantly, Bousquette
bestowed the title on him. “I didn’t come up with it. One of our senior managers or the CEO did.” He specis once again tinkering with the traulated the moniker was a sort of payback for his increasing responsibilities. “We went international in the
ditional marketing format, this time
late ’60s and I was there and I did the U.S. and as we expanded, I did the other stuff, too. I think [the title]
by testing the entertainment integrawas just out of recognition that, ‘We’ve got to do something for the guy.’” Though a few others, like Whirlpool,
tion waters. In December, Sears
followed suit with their own CMOs, the designation didn’t really take off until the latter part of the ’90s.
began sponsoring ABC’s Extreme
Al Ries, of Ries & Ries, Atlanta, said that the decline of one-stop ad shops hastened the rise of the
Makeover: Home Edition and has since
title. When a marketing chief had to deal with separate agencies for creative, media buying and promosigned on to run eight minutes of
tions, among other things, it became necessary to give him or her a more highfalutin title. “It used to be
interstitials for ABC Family’s Friday
marketing manager, sometimes vp-marketing, but the addition of the word ‘chief’ makes a big difference,”
night movie for the next year. It also
he said. Whatever the reason, the CMO is now ubiquitous, but its staying power may be in doubt. Kraft,
hired NMA, the Los Angeles product
for instance, declined to name a new CMO after the company promoted Sneed in 2002. Perhaps the
placement firm, to oversee its entercocktail party circuit had wound down by then.
—T.W.
tainment tie-ins.
decline of the department store,” said
Barnard. “Nobody could have stopped it.”
After Sears, Costello went on to Republic, home of AutoNation, and later became
CMO of Yahoo! Now he’s evp-merchandise and marketing at Home Depot,
where, as at Sears, he has focused on bringing women into the stores
with how-to clinics and
sponsorships of TV shows
like Trading Spaces and While
You Were Out, as well as a holiday catalog. “They have
done a better job in attracting women,” said Walter
Loeb, president of Loeb
Associates, a New Yorkbased
retail
consultancy.
“There’s more decor, more neatness, but
it’s still an uphill struggle.” Home Depot
rival Lowe’s is better at attracting women
to its stores, he added, though the comparison is not completely fair, since Lowe’s
has a different format that relies more on
consumers than contractors.
retailer in October 2002. Bousquette got her
start at cosmetics firm Noxell, which was
bought by Procter & Gamble in 1989 and
switched to its Max Factor brand in 1991.
She later surfaced at Pepsi, rising through
the ranks with current CMO Dave Burwick and Dawn Hudson, now president.
The Marketing of ‘Chief Marketing Officer’
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JUNE 21, 2004
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Jerry Gramaglia: Robert Houser
W
Superbrands
Jerry Gramaglia:
The Sportsman
While Bousquette managed to resist the
lure of “look at me” dot-com advertising,
Jerry Gramaglia built his career on advertising that was hard to ignore, especially
with E*Trade.
Gramaglia came to E*Trade in June
1998 after spending much of the decade
as head of marketing for Hardee’s, Taco
Bell and Sprint. At Taco Bell, Gramaglia
once set up a one-on-one basketball match
between Shaquille O’Neal and Hakeem
Olajuwon in Las Vegas. He showed a similar flair for big-bang events with E*Trade.
In particular, Gramaglia targeted the
Super Bowl. E*Trade sponsored the halftime show (pre-Janet Jackson) three years
in a row and ran ads during the game featuring a chimp, the E*Trade mascot.
The strategy worked in one respect:
E*Trade became one of the top online brokers. But after the dot-com bust, the
brand’s Super Bowl monkeyshines linked
it in some minds to the frothy likes of
Pets.com. As online stock trading cratered,
E*Trade moved into boring-yet-stable businesses like home mortgages and insurance.
In 2003, Pamela Kramer, who succeeded
Gramaglia as top marketer at the broker,
called for a more button-down approach.
“When online was hot, the message was the
right message,” she said of Gramaglia’s
approach. “We’re trying to match the message to where we are at the time.”
Jaime Punishill, principal analyst with
Forrester Research, Cambridge, Mass., said
E*Trade’s big mission now is to appeal to
an older investor. “They had wide appeal
to emerging investors, but they’re having
trouble getting entrenched investors to
hand over their money.”
Gramaglia, now at ArrowPath Venture
Capital, Menlo Park, Calif., said he delivered results, something on which CMOs
should be judged. “In my experience there
are two types of CMOs: those who know
how to make money and those who know
how to spend it,” he said. Indeed, Punishill
CMOs Gone Wild: Some More Switchers
Super CMOs aren’t the only marketers to have made a big splash.
The following have held top marketing slots at two big brands.
S14
NAME
MADE THEIR MARK AT . . .
WENT TO . . .
Bill
McDonald
Boston Market, with a Calvin Klein parody ad for
Extreme Carver line telling the waifs to “eat something!”
Bank One
Cammie
Dunaway
Frito-Lay, where she targeted ads via the Internet
instead of TV, which proved better at reaching teens.
Yahoo!
Randy
Gier
Pizza Hut, where he introduced Twisted Crust
pizza with a $70M TV campaign.
Cadbury
Schweppes
Brad
Ball
McDonald’s, thanks to 1980s’ ads with a moon
Warner Bros.
John
Cywinski
Burger King, where he beat out McD’s for rights
Jody
Bilney
Verizon, at which she oversaw the telco’s early
days after it was rechristened.
Charles
Schwab
Becky
Saeger
Visa, where she targeted “real NFL fans,” and drew
closer ties with the league.
Charles
Schwab
Geoffrey
Frost
Nike, where he shifted the ad focus to products
Motorola
Jerri
DeVard
Citigroup, at which she oversaw the company’s
Michael
Sievert
E*Trade, where he teamed with Kellogg to get its
name out to bleary-eyed traders at breakfast.
singing “Mac Tonight,” to the tune of “Mac the Knife.”
Applebee’s
to Disney’s The Lion King.
after a backlash over the company’s brash tactics.
Verizon
e-Consumer line of business.
JUNE 21, 2004
AT&T Wireless
noted that although E*Trade was “certainly sassy” in Gramaglia’s time, the firm was
no more profligate than rivals like Charles
Schwab and Ameritrade. E*Trade’s ads
were more memorable than those rivals,
though, complicating efforts to redefine the
brand. One ad, which ran in 2000, was voted the No. 4 most memorable Super Bowl
ad of all time in a 2001 USA Today/CBS poll.
Jim Garrity:
The Explainer
As Gramaglia knows, marketers from
industries like technology and financial
services have to simplify their messaging
for the layman, and some do it better than
others. Jim Garrity is one such standout.
Garrity came from the tech side, putting
in 24 years at pre-Lou Gerstner IBM before
landing at Compaq in 1992. At the time
Compaq did little consumer advertising
and had a reputation for well-designed,
high-priced PCs. But Dell and Gateway
were flooding the market with cheaper
units, putting price pressure on everyone.
Garrity ran advertising for the firm as
it cut prices and went full bore for the
mass market. The first of many such
efforts lampooned the techno-babble that
often confronted new PC purchasers. The
ad was set in a classroom where adults
tried to master the jargon, repeating,
“Megabytes, Gigabytes,” and finally,
“Wysiwyg.” The wave of Compaq ads
during Garrity’s tenure there prominently featured women. Garrity also got
Compaq to drastically up its ad budget.
The spend more than doubled in his first
year at the firm (1993) and continued to
climb. Compaq would eventually be
bought by Hewlett-Packard in 2002.
Though First Union was a smaller
company in a different industry, there
were some parallels to Compaq where
Garrity landed in 1997. First Union was
committed to boosting its ad spending
and was looking for a simple, coherent
message. Early on, Garrity found a way
to make the somewhat arcane world of
financial services palatable to the masses:
by evoking the common denominator,
money. His first ads with the firm featured historic and modern currencies to
explain First Union’s various services.
In 2002, First Union merged with
Wachovia and Garrity emerged as the
lead marketer at the new company. Ensuing Wachovia ads again sought to simplify, this time using metaphors. One of
the first spots showed a couple in formal
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attire rowing a mahogany canoe to shore.
“What can a canoe teach us about investment banking?” asks a voiceover.
“Whether you get soaked depends on
proper balance.”
America, the company was doing so badly that many speculated VW would drop
out of the U.S. market. The sea change
occurred after William Young resigned as
president/CEO in 1993. By the next year,
thanks to an aggressive 100,000-mile limited powertrain warranty, new products
Russ Klein:
and price cuts, sales jumped 96%.
The Animator
Taking the reins for VW’s ads, Wilhite
picked Arnold, Boston, in 1995, for a youthRuss Klein, now CMO for Burger King, focused campaign with the tag, “Drivers
has a similar talent for reducing messages wanted” and a minimalist look that would
to a palatable, entertaining form. In the be emulated by, among others, Apple. Wilsoda world, Klein had found a winning for- hite’s brand philosophy was to cultivate
mula: animating cans. In a 1990 spot tar- “attitudinal vehicles.” At Volkswagen, that
geting teens for Diet 7 Up, Klein, then the was the New Beetle, an update to the iconcompany’s top marketer, masterminded an ic model introduced in 1943.
The ability of one model to lift up a
ad showing a thermometer surging on a
hot day. The viewer next heard the sound whole brand was also evident at Apple,
of a can opening and the mercury falls. The which, in a situation uncannily like VW’s,
rebounded with the first
major update of the Mac“If a company places great
intosh, the iMac, in 1998.
emphasis on the short-term, Apple, no doubt impressed
by Wilhite’s star treatment
[a marketer] is going to think of the new VW bug, hired
him to fill its top marketthe same way. It depends on
ing post, which he held
the individual.” Steve Wilhite
until 2001.
Wilhite then took the
camera zoomed in to a tighter shot of the attitudinal vehicle idea to Nissan, which
thermometer as the mercury transformed he noted had done a good job launching individual vehicles like the Xterra and
into a silver can of Diet 7 Up.
Klein tapped a strikingly similar idea the Maxima, but had yet to create much
seven years later when he was working on distinction for its overall brand.
Wilhite joined Nissan as vp-marketing
the Gatorade account at Foote, Cone &
Belding. A 1997 ad introducing Gatorade’s in 2002. At the time, Nissan was reboundFrost featured sweat-dripping athletes ing from a sales slide that almost promptjoined by an animated character repre- ed bankruptcy. One of Wilhite’s most vissenting heat who claims he “will defeat” ible changes was to unify global advertisthem. At the end of the ad, the character ing from TBWA\Chiat\Day under the
changes to a frosty cool animated icon rep- broader theme, “Shift,” which was augresenting Frost, saying, “I chill to please.” mented from market to market. In Europe,
Klein joined 7-Eleven in September for instance, the tagline is “Shift Expecta2002, but had left by May 2003. At BK, tions,” while in the U.S., the theme varies
Klein has taken the bold step of hiring from “Shift Passion” to “Shift Joy.”
In all three companies, Wilhite worked
Crispin Porter + Bogusky, a Miami firm
known for zany ads for Ikea and BMW’s for a charismatic leader who had a longMini Cooper. The relationship has so far term vision for the brand. At VW, it was
netted “Submissive Chicken,” an online Ferdinand Piech; at Apple it was Steve
effort where a man in a chicken suit fol- Jobs; and now at Nissan, it’s Carlos
lows orders, and offbeat TV ads mimick- Ghosn. Those who have worked with Wiling the British black comedy, The Office. Also hite say he has the keen ability to transairing: spots with “Ugoff,” a faux designer late those visions into strategies for varitouting pouches for beef—with a kangaroo. ous global units and sales forces.
In an interview in April before he left
to work in Nissan’s Tokyo office, Wilhite
Steve Wilhite:
said CMOs are in effect hired guns that
The Remodeler
reflect the culture of a company. “If a company places great emphasis on the shortIn the early ’90s, when Steve Wilhite was term, [a marketer] is probably going to
the sales manager for Volkswagen of think the same way,” he said. “But it
S16
JUNE 21, 2004
depends on the individual.”
Not surprisingly, super CMOs like
Wilhite have a counter-argument to
qualms about the free-agent system:
“There’s a higher premium placed on performance. In my experience, people don’t
move unless they’re unhappy or they get
a better offer . . . People may have felt
trapped in the past.”
Wilhite compared the current situation
to a marriage where both partners are
aware that they can divorce. Knowing that
they’re staying because they choose to stay
makes all the difference, he said.
Joe Tripodi:
The General
Joe Tripodi, svp/CMO of Allstate, uses
a different metaphor to describe what he
does at his current position and at previous marketing jobs at Bank of New York,
Seagram and MasterCard. Tripodi likes
to draw a distinction between the “supply
station” at headquarters and the “front
line” where customer reps meet the public. While a cursory glance over Tripodi’s
resume might bring up a highlight reel
featuring his signing of soccer legend Pele
at MasterCard, his ushering of Captain
Morgan to TV at Seagram and a $75-100
million increase in marketing spending at
Allstate, Tripodi said the real hallmarks of
his career have been less noticeable.
At MasterCard, he helped roll out the
firm’s first global customer service center,
which assured that customers who lost
their cards on vacation could quickly get
an advance. At Allstate, he has introduced
new advertising, but he’d rather be
known for creating an integrated marketing communications unit. “One
Godzilla footprint is better than millions
of small ones,” he said.
Such a 360-degree approach is not
uncommon these days, but Tripodi said
he’s always put the brand experience
first before advertising. “A general philosophy I’ve carried has been that it needs
to be about a lot more than just advertising . . . the best work is going on in the
boiler room,” he said.
Though the marketers previously mentioned are hardly one-dimensional, like
brands, they tend to get pigeonholed. Mention Costello to other marketers, and they’re
likely to bring up “The Softer Side of Sears.”
Evoke Gramaglia’s name and most think
of E*Trade’s wacky Super Bowl ads.
Often, marketers are victims of their best
successes: Brands hire them to repeat their
www.brandweek.com
Superbrands
magic and, in a way, the brand becomes
secondary to the marketer. So, it’s fair to
ask: Are these the best marketers for a particular job, or are they best at marketing
themselves? Ries noted that marketers who
manage to get a job at a high-profile company get noticed whether they’re good or
bad—and no matter how long they stay. On
the other hand, the trademarks that topped
Interbrand’s top 100 global brands list—
Coca-Cola, Microsoft, IBM, GE and
Intel—aren’t associated with a super CMO,
save for Garrity, who left IBM more than
a decade ago.
Jeff Swystun, global director at Interbrand, New York, said it’s probably better
to go with a mediocre marketer who is willing to put ample time in at a brand than
a hotshot who flees after a year. “Rapid
switching is not good for the brand and
not good for the company,” he said. “Anyone who’s in the role three years or less
doesn’t have time to absorb the nuances.”
Greg Welch of Spencer Stuart has a
solution: contracts. “Can you imagine how
different it would be if new marketers had
to sign a 60-month contract?” he asked.
On a grander scale, an argument
against star CMOs is an argument against
stars in general. As Martinez noted in The
Hard Road to the Softer Side, Young & Rubicam’s team came up with the “Softer Side”
campaign. Costello basically had the sense
to use the idea, but he did not create it.
As Ries noted, marketers get a halo effect
from being around a good team.
The fact is, individuals rarely create new
ideas on their own. In the history of philosophy, there were only three major
thinkers who appeared to do just that:
Taoist metaphysician Wang Ch’ung, Zen
mystic Bassui Tokusho and Arabic
philosopher Ibn Khaldun. All the
others came from various existing schools
and movements.
In that sense, a CMO may better be
considered a manager than a marketer. Creativity doesn’t even make the cut among
Spencer Stuart’s list of key CMO attributes. Instead, important traits include
adaptability, a thick skin and even a history of overcoming some type of adversity,
whether personal or professional.
Geoffrey Frost, CMO of Motorola and
formerly of Nike, argues that the X factor
for a star marketer has more to do with leadership than creativity. “Why are some
groups smarter than their smartest member
and others dumber than their dumbest?”
he asked. “You have to be smart enough
to know the limits of your own intelligence,
so you can magnetize that talent. It’s basic
stuff, but it’s hard to do.”
B
METHODOLOGY
A Look Behind the Numbers
T
he annual Superbrands report is presented in two parts. As in past years,
marketplace analysis by Brandweek
reporters and brand rankings in 25 categories
are based on 2003 sales. The Top 2000 list
(beginning on page 70) ranks full-year media
expenditures as tallied by TNS/CMR.
Consumer perceptions of brands from
Harris Interactive’s EquiTrend® study
round out the package. This year’s report
contains even more comprehensive diagnostic results for evaluating brand equity.
To begin, “Familiarity” replaces “Salience”
as a more sensitive measure of a consumer’s
ability to rate a brand. Respondents then
ranked brands with which they were “somewhat,” “very” or “extremely” familiar on
their propensity to purchase that brand to
better gauge its vitality in the marketplace.
“Purchase intent has a huge correlation to
actual use, said Deanna Wert, vp-brand
and reputation strategy at Harris.
A sample of 24,046 consumers age 15and-over were surveyed on 1,031 brands
using The Harris Poll (HPOL), a multimillion member online panel of respondents who have opted to take part in online
surveys. Interviewing was conducted from
April 23 to May 24; the survey took an average of 28 minutes to complete.
Each respondent was asked to rate a
total of 80 brands, including 20 core
brands (rated by the total sample) and 60
randomly selected ones. Each brand
received approximately 1,200 ratings.
Brands were randomized so names did
not always appear in the same order. The
20 core brands were used to calibrate the
data using Harris Interactive’s proprietary
bias correction (TRBC) to purify the goodwill measure and eliminate biases inherent
in the use of rating scales that can distort
results and make comparisons among subgroups misleading.
EquiTrend Study Key
Each brand was rated on the following criteria:
Quality, 0-10: The cornerstone of the EquiTrend brand measurement system is the measurement of perceived quality, where zero means “Unacceptable/poor,” 5 means “Quite acceptable” and 10 means “Outstanding/Extraordinary.” Respondents could rate a brand using any
number in that range, or indicate that they had absolutely no opinion and could not rate it.
Familiarity, 1-5: Respondents were asked to rate familiarity with each brand on a 1 to 5
scale, where 1 means they never heard of the brand, 2 means they just know of the brand,
3 means they are somewhat familiar, 4 means they are very familiar and 5 means they are
extremely familiar with the brand.
Purchase Intent, 0-10: Conceptualized as a measure of the extent to which a consumer intends to have a future relationship with a brand, respondents indicated their
answers using a 1-4 scale, where “1” means “never,” “2” means “not likely,” “3” means “possibly” and “4” means “absolutely” would purchase a product brand/watch a TV channel/show.
Equity, 0-100: A brand’s equity score is determined by a calculation of Familiarity, Quality
and Purchase Intent, as a way to further our understanding of a brand’s overall strength.
Brands that have high quality, are well known and score well on purchase intent, have greater
equity than brands that are not well known, have poor perceived quality or those brands
which consumers are not interested in purchasing. The actual equation is done by indexing
Familiarity and Purchase Intent; followed by weighting the Familiarity score*, which is then
multiplied by the mean of Quality and Purchase Intent, with the result indexed on 100.
(*Familiarity weights: 10 = 1; 7.75 = 0.9; 5.5 = 0.8)
For more information on the Harris Interactive study, contact nwong@harrisinteractive.com.
S18
JUNE 21, 2004
www.brandweek.com
Superbrands
APPAREL
Sales Struggle as Consumers
Don New ‘Fashion’ Accessories
L
ast year’s sales figures suggest consumers were more interested in snatching up iPods and DVRs than cargo pants and
sweater sets. According to NPD Group, Port Washington,
N.Y., total apparel spending in 2003 declined 5.1% to $166.1 billion. Dollar sales of women’s wear declined 7.1% to $90.1 billion
and menswear sales fell 6.4% to $46.8 billion.
While national brands slipped from 30.4% to
29.4% of total women’s purchases, private label represented 41% of purchases, up from 39.3%. Designer
brands accounted for 4.7% of sales, down from 4.9%.
“The big story is: jeans have peaked,” said Marshal
Cohen, chief industry analyst at NPD. Sales of jeans
to females ages 13 and up slid 5.3% to $5.7 billion.
While Sara Lee, VF and Levi Strauss remained
in the top three slots with mostly flat sales, Liz Claiborne posted a 14% increase—jumping ahead of Jones
Apparel Group—thanks to its acquisitions of Enyce and Lady
Enyce, and brisk sales at its trendy Lucky brand and Mexx stores.
Current fashion trends are bright colors and flirty sundresses.
“Consumers priorities have shifted,” said Cohen, noting that women
are buying more casual merchandise while teens are more interested in the “right” cell phone. “The bad news is that tailored clothing
and dressier apparel isn’t doing as well as [designers] had hoped.”
Sales of women’s apparel so far this year, per NPD, are down
just 0.5% versus last, but dollar sales so far are off 5.5%.
Sara Lee is looking to globally expand its business with a brand
segmentation strategy under new management. Former evp-glob-
BRAND
1. Sara Lee
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
Sara Lee, Chicago
Various
al marketing Lee Chaden became CEO of the branded apparel group
in May. Brenda Barnes, former president and CEO of PepsiCo will
become Sara Lee’s president and COO in July. Champion and
Just My Size are dubbed “strategic investment” brands slated
to receive boosts in marketing and R&D spending. Hanes and
Playtex, so-called “support and grow” brands, are expected to
generate sales of at least $100 million by fiscal 2007.
With a 15% first-quarter sales leap—thanks in part to its
burgeoning outdoor business which includes The North Face,
JanSport and Eastpak brands—VF is a strong candidate to buy
the Levi’s Dockers brand, currently on the block. VF’s Vassarette
this summer will launch RealSexy, a new sub-brand of valuepriced lingerie, backed by a $1 million push at Wal-Mart. A new
campaign for Wrangler Jeans Co., a denim-driven line targeting young adults with Dale Earnhardt Jr., is forthcoming. Lee
Riders has new creative on tap featuring realistic-sized models.
Levi’s new print ads, via BBH, New York, show real people
in black-and-white portraits with the theme, “A style for every
story.” TV ads in mid-summer will continue the message. The
new Levi Strauss Signature collection, intended for mass-market retailers, could provide a much-needed boost to its bottom
line. Since 1996, when the company raked in sales of $7.1 billion, Levi’s has been on a steady slide with little success gained
from a slew of new products and campaigns. The sale of Dockers and further cuts to its work force should help stem losses.
Elsewhere, Jones Apparel bowed a sportswear collection with
Claudia Schiffer in ads; Brooke Shields replaced Angie Harmon
in ads for its dressier Jones New York Collection; and Liz Claiborne
introduced Realities, a collection for the upscale woman.
B
TOTAL
SALES
(billions)
$6.4
MEDIA
EXPENDITURES
(millions)
QUALITY
FAMILIARITY PURCHASE
INTENT
EQUITY
$94.4
Hanes
“
Martin, Richmond, VA
7.04
91%
8.07
66.3
Champion
“
Publicis, Dallas
6.59
44%
7.13
54.7
L’eggs
“
KraftWorks, NY
6.57
57%
6.45
51.0
VF, Greensboro, NC
Various
Lee
“
Fallon, Minneapolis
6.70
81%
6.67
54.7
Wrangler
“
Toth, Concord, MA & various
6.66
73%
6.71
53.8
6.42
31%
5.77
44.1
2. VF
Vanity Fair
5.2
84.3
“
In-house
Levi Strauss, San Francisco
Bartle Bogle Hegarty, New York
Levi’s
“
Bartle Bogle Hegarty, New York
7.19
94%
7.75
65.7
Docker’s
“
FCB, San Francisco
6.79
72%
7.30
58.4
5.93
5%
5.62
40.4
3. Levi Strauss
Slates
4.0
79.8
“
“
Liz Claiborne, New York
Gotham, New York
Liz Claiborne
“
“
6.61
55%
6.42
50.6
Dana Buchman
“
“
6.95
4%
6.57
52.7
Jones Apparel, Bristol, PA
AR Media, New York
6.95
25%
6.91
55.5
4. Liz Claiborne
5. Jones Apparel Group
3.6
3.3
24.4
31.1
Sources: Hoover’s Online (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S20
JUNE 21, 2004
www.brandweek.com
Superbrands
APPLIANCES
Machines Do More Than
Make the Clothes Go Round
The ominous news for the big four domestic appliance players—Whirlpool, General Electric, Frigidaire/Electrolux and Maytag/Amana—is that Asian brands have gotten a mass-market
he appliance market has taken the shape of a dumbbell,
foothold, via volume retailer Best Buy. Last year, LG Appliances,
with mid-priced appliances withering under an assault from
Haier and Samsung all signed deals with the big box chain.
value brands on one end and so-called “near-luxury” on the
AB Electrolux, based in Sweden, is putting its premium
other. The former circumstance is driven by volume retailers like
nameplate behind a decidedly down-market product: vacuum
Lowe’s and The Home Depot powering a housing boom, while
cleaners. Creative for the Electrolux-branded modthe latter is part of a trading-up trend that has seen more accesels is due from Lowe Worldwide, New York, which
sibility of top brands via mall-based luxury boutiques.
won the $75 million global creative account in JanThat means companies across the board have been focusing
uary 2003 with a Euro campaign tagged “Makes
more marketing dollars on high-profit and high-image nameplates,
life a little easier.” In a market that has been domand expanding those concepts to countertop appliances, the launinated by sub-$60 bargain styles, Electrolux put
dry room, even vacuum cleaners (read: Dyson and Electrolux).
print, targeted TV and promotions behind highIn a strong year for appliance makers, total sales rose 8.5%
tech machines that include robotic, anti-allergenic
in 2003 with 73.7 million units delivered. The Association of
and super-quiet vacs. Ads, launched in February
Home Appliance Manufacturers reported that washers, dryers,
2004, included two-page inserts in Food & Wine,
dishwashers, fridges, freezers and built-in ranges gained 4.2%
Atlantic Monthly, Vanity Fair and Architeclast year with first quarter ’04 numbers
tural Digest. Targeted TV buys follow, all
also moving higher.
setting up an Electrolux major appliance
For all near-premium marketers, highlaunch this fall.
er end means higher tech. Whirlpool,
BSH Home Appliances, the company
which is still using the “Goddesses” camthat sells high-end appliances Thermador
paign from 2002, is touting its Senseon
and Bosch, is bowing a third brand,
drying system; GE Appliance’s Profile
Siemens. The latter, known in the U.S. marHarmony system features a washer that
ket for cell phones and in its native Gersends instructions to the dryer. The brand
many for just about everything, is bowing
bowed ads last year drawing a comparison
a line of major appliances, including washbetween odd couples—an artist and a busiers, dryers and countertop items. BSH,
nesswoman, for instance—and the mar- Heavy hitter: GE called on Donald Trump to
which spent $3 million on marketing last
riage of art and science in its machines. tout its Monogram brand of appliances.
year, will double its spend to pitch Siemens
Sample text: “Digital marries DaVinci.”
to tech-savvy urbanites, Bosch to upwardly mobile families and
Maytag, meanwhile, saw its long-time repairman icon, GorThermador to the trophy kitchen set.
don Jump, retire after a 14-year stint as “Ol’ Lonely” (though
LG is readying its first integrated effort uniting consumer elechis apprentice sidekick remains). That wasn’t the only change
tronics and an expanding lineup of major appliances. The Koreat Maytag, which saw a restructuring focus attention on indian nameplate will raise media by 10% this year to back its comvidual brand identity and new products, such as countertop
mitment to Best Buy and launch both countertop and white
appliances. Rachel Dircks was named Maytag brand manager
goods for the laundry and kitchen. LG, which last year aired its
and Kristi LaFrenz shifted to director of marketing for strategic
first national ad effort with the tag, “Life’s good,” via WPP
initiatives, which yielded the high-end countertop line, Attrezzi.
Group’s Team LG, New York, is now pushing a premium posiWhirlpool’s KitchenAid brand also bowed a new line of countioning with TV and print for its Tromm direct-drive washer/drytertops called ProLine, while Black & Decker got into the act
er. Likewise for the home that has everything: LG’s $3,000 TVvia a licensing deal with Procter & Gamble to co-market Home
equipped refrigerator, a more accessible take on the $8,000 InterCafé, a cup-at-a-time espresso maker that uses proprietary cofnet refrigerator that sold in limited numbers last year.
fee “pods” made by P&G.
B
By Karl Greenberg
T
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
1. Whirlpool
Whirlpool, Benton Harbor, ME
Publicis, Chicago
$12.2
$44.3
7.07
87%
7.81
64.2
2. GE Consumer Products
General Electric, Louisville, KY
BBDO, NY
8.3
42.7
7.00
92%
7.76
63.6
3. Electrolux Home Products*
Electrolux, Augusta, GA
Lowe, NY
6.3
3.3
6.81
80%
7.22
58.1
4. Maytag (all brands)
Maytag, Newton, IA
Leo Burnett, Chicago
4.8
102.9
7.32
84%
7.83
64.3
Carmichael Lynch, Minneapolis
**
2.8
6.72
59%
6.96
55.0
BRAND
Amana (Maytag unit)
* includes Frigidaire
www.brandweek.com
QUALITY
INTENT
EQUITY
Sources: Brandweek research (sales); ** Amana sales included in Maytag figures; TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
JUNE 21, 2004
S21
Superbrands
AUTOMOBILES
In Tight Market, Car Makers
Seek Branding Alternatives
share in 2003 dropped to a 75-year low of 19.5%. Still, cost
cutting has improved the company’s bottom line, surprising
analysts by recording $2 billion in first-quarter earnings. It was
Bill Ford’s best financial quarter since becoming CEO two years
ith 16.6 million new cars and light trucks delivered in
ago. Premier Automotive Group performed particularly well,
2003, the auto industry overcame war, economic
with Volvo sales up 8.4%, Jaguar up 3.5% and a startling resuruncertainty, gasoline shortfalls and overcapacity to
gence at Mazda, a third of which is owned by Ford. Mazda sales
record its fourth-best year ever in total sales. However, as that
are up a whopping 36.6% in the first quarter. Mark Fields, the
figure was a 1.1% drop over the previous year—at a
former head of PAG who initiated Mazda’s resurgence with
time of record incentives of as much as $5,000 per
vehicles like RX-8, Mazda6 and Mazda3, this year was provehicle, and continued U.S. market incursion by
moted to evp of Ford Europe.
imports—Detroit isn’t exactly singing “Happy Days
The middle of the car market remains brutal, however, with ToyAre Here Again.”
ota Camry and Honda Accord still firmly on top. General Motors
Already strapped for cash, the Big Three last year
will devote 65% of its product development budget to cars over
faced a surprise at the network TV upfront: douthe next two years, in part to bow new lines for its Chevrolet and
ble-digit increases in cost-per-thousand impressions.
Pontiac brands. Last year, Cadillac commanded most of GM’s attenSome automakers cut back, citing declining viewtion, with the XLR sports car and the SLR crossover wagon comership among young males. Overall spending on TV
ing on the heels of the revival-making CTS sedan.
ads was $6.5 billion last year, about 2% less than in
Chevrolet, with 30% of the mid-sized car market and sales of
2002. While it’s unlikely automakers will bow out of the upfront
about 800,000 vehicles per year, has been relying on incentive-laden
anytime soon, several are redirecting funds into alternative marMalibu, Impala and Cavalier. The redesigned Malibu, based on a
keting strategies that cover sponsorships, Internet ads, product
Saab platform with a sleeker “European” look,
integration and branded entertainment.
is being pitched squarely at buyers of Camry
Advertising aside, if there’s an underlyand Accord. An initial series of ads, via Camping automotive agita, it’s the simple arithbell-Ewald, Detroit, showed groups of peometic of oversupply: too many cars, too few
ple arrayed along a highway, waiting their turn
buyers. Like Big Apple apartment dwellers
to take a spin. A similar theme prevailed in ads
who dream that they’ve discovered a hidden
for the Maxx, a wagonesque version touted for
room in their studio apartment, marketers
versatility. Chevrolet sold 76,495 Malibus in
may well fantasize about a vehicle categothe first four months this year, a 52% increase
ry that hasn’t been mined. Hybrid, anyone?
over 2003, per Ward’s Automotive Report.
In the meantime, Detroit is vigorously
Chevy is also going after the compact
defending against an Asian-led incursion
Key launch: Country crooner Toby Keith
market. It finally replaced its long-lived
into its inner sanctum of pickup trucks,
sings the praises of Ford’s 2004 F-150.
Cavalier badge with two vehicles, the subnamely by Nissan’s Titan and Toyota’s Tuncompact Aveo (on sale now) and the compact Cobalt (due late
dra crew cab trucks. Ford last fall gave the 2004 F-150 the flawin 2004), as well as the first crossover vehicle for the brand.
less launch it desperately needed, with a massive $100 million
Earlier this year, GM bowed its first bifurcated image camcampaign that included a blitz of NFL spots, via J. Walter
paign—one for cars, another for trucks. While truck ads still
Thompson, Detroit. Country star Toby Keith starred in ads and
declare, in Bob Seger voice, “Like a rock,” cars get a new
a transforming F-150 graced the stage during his live shows. The
tagline: “An American Revolution.” The car ads, much like
results: F-150 won six straight months of sales increases until
Cadillac’s “Break Through” spots, focus almost
April.
solely on the vehicles.
In general, Ford has had a lot of climbing to do. Its market
By Karl Greenberg
W
TOTAL
SALES
(units)
MEDIA
EXPENDITURES
(millions)
J. Walter Thompson, Detroit
2,848,320
$751.4
6.58
92%
6.33
54.5
Campbell-Ewald, Warren, MI
2,642,898
630.9
6.81
89%
6.41
55.6
Toyota Motor Sales, Torrance, CA
Saatchi & Saatchi, Torrance, CA
1,606,559
644.0
7.07
82%
6.66
56.9
DaimlerChrysler, Auburn Hills, MI
BBDO Detroit, Troy, MI
1,223,302
545.2
6.44
82%
6.07
50.5
American Honda, Torrance, CA
Rubin Postaer, Playa del Rey, CA
1,178,929
398.4
7.05
77%
6.57
55.7
Nissan North America, Gardena, CA
TBWA\Chiat\Day, Playa del Rey, CA
675,826
756.2
6.69
73%
6.01
50.2
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Ford Division
Ford Motor, Dearborn, MI
2. Chevrolet
General Motors, Detroit
3. Toyota
4. Dodge
5. Honda
6. Nissan
BRAND
QUALITY
INTENT
EQUITY
GENERAL AUTO
Sources: Ward’s Automotive Reports (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S22
JUNE 21, 2004
www.brandweek.com
Superbrands
AUTOMOBILES
egy aimed at young buyers. Now available nationwide, Scion has
GM’s Pontiac division last year brought back the muscular
just launched its third vehicle, tC, with its first national TV effort
GTO, and this fall is replacing another aging icon, the Grand Am,
via Attik, San Francisco. The company sold close to 17,000 xA
with the G6. At Ford, the sedan push centers around the long-awaitand xB cars through April, and is hoping to sell 60,000 Scion
ed replacement for the faded Taurus: The Five Hundred, along with
vehicles overall this year.
its cousin, Freestyle, bowing this summer and fall.
For the first time last year, Toyota sold more vehicles worldAt DaimlerChrysler, 2003 was a year they’d prefer to forget.
wide than Ford, taking over as the No. 2 global automaker. ToyChrysler ended its estimated $12 million campaign for Pacifica
ota wound up with total year-end sales of 1.9 million vehicles, a
last year just three months after the launch. Arnell Group produced
6.3% improvement over last year and its best sales performance
moody ads featuring chanteuse Celine Dion and an elliptical
in its 46-year history. So far this year in the U.S., Toyota-brand
tagline, “Drive = Love.” But rather than living up to its hype as
vehicles are up 11% and Lexus sales are up 21%.
evidence of the company’s turn up-market, Pacifica proved to be
Elsewhere, it was hardly a banner year for Hyundai (whose overa high-priced flop. A combination of ineffectual advertising and
all sales dropped 3.6%), Mitsubishi and Volkswagen. Mitsubishi
an overzealous pricing strategy with starting tags over $40,000
suffered through an awful period with sales down
hobbled the launch, forcing the company to offer lower-priced ver26% in the U.S., partly due to its strategy of giving
sions last fall. By year-end, sales topped out at 56,656, per Ward’s,
loans to risky borrowers. In a surprise move, Mitsome 3,500 fewer than Chrysler execs had anticipated.
subishi North American CEO Pierre Gagnon was
The lack of momentum didn’t help Chrysler’s new coupe either.
fired less than a year after consolidating operations.
Crossfire last year sold as briskly as tofu dogs in Argentina, leavIn his stead came former
ing dealers with considerable oversupply.
Hyundai Motor America CEO
Jim Schroer, evp-global sales and marFinbarr O’Neill, who vowed to
keting, was out by June. In came Joe Ebersalvage the company’s books,
hardt, from Mercedes’ U.K. operations, who
focus less on youth marketing
promised to focus on product, back off from
and more on pitching vehicles for their feaincentives and price vehicles lower. He
tures, directing agency Deutsch to conduct
bowed the Chrysler 300, replacing the Conmore product-focused advertising.
corde and 300M; the convertible Crossfire;
Instead of young hipsters darting
and the 2004 Town & Country minivan,
through cityscapes to rave music, ads for the
with a feature called “Sto-n-go” that allows Sales oasis: VW named the company’s first
brand’s Lancer Evo compact showed a 30both third- and second-row seats to disap- SUV, Touareg, after Saharan nomads.
something couple asking for directions from
pear into the floor. Chrysler’s new tagline:
a group of hooligans beneath an underpass. O’Neill and his
“Innovation comes standard.” The 300 Series sedan sold more than
svp-marketing, Ian Beavis, launched a product-centric cliff-hang22,600 units in its first two full months (April and May) this year.
er ad comparing the Galant to Toyota Camry that ran during
In the realm of innovation, the gas/electric combo vehicles
Super Bowl XXXVIII.
known as hybrids took a major step forward. In its 2004 Prius, ToyWithout Gagnon’s triple zero deals and incentives, though,
ota proved that hybrid doesn’t necessarily mean niche. The comMitsubishi is still in free fall, with sales off 22.8% this year through
pany sold 24,627 of the cars last year, and in the first four months
April. In the red, Mitsubishi needed a bailout from 37% stakeof 2004, sold 13,602 units, about 400 more than the Avalon. A
holder DaimlerChrysler. Initially, Chrysler CEO Juergen
$50 million launch campaign from Saatchi & Saatchi, Torrance,
Schrempp argued in favor of the bailout. Several others, includCalif., showed the car zooming in and out of black holes with actor
ing former Chrysler COO Wolfgang Bernhardt, whom Schrempp
Jeff Goldblum intoning: “Good news for planet Earth.” Prius gets
had tapped to lead Mercedes-Benz starting this summer, dis60 miles per gallon in the city, with almost no emissions.
agreed. Schrempp backed down, but this month, Bernhardt’s
Toyota also bowed its quirky Scion brand with a regional strat-
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(units)
MEDIA
EXPENDITURES
(millions)
1. Lexus
Team One, El Segundo, CA
259,755
$247.4
7.29
63%
6.42
53.8
2. BMW
BMW, Woodcliff Lake, NJ
Fallon, Minneapolis
240,859
129.9
7.25
65%
6.41
54.6
3. Mercedes-Benz
Mercedes-Benz, Montvale, NJ
Merkley Newman Harty, New York
218,921
139.4
7.30
69%
6.26
54.2
4. Cadillac
Chemistri, Bloomfield Hills, MI
216,090
204.4
6.95
77%
5.85
51.3
BRAND
QUALITY
INTENT
EQUITY
LUXURY
5. Acura
Rubin Postaer, Santa Monica, CA
170,918
217.3
6.86
55%
6.26
51.2
6. Lincoln
Young & Rubicam, Irvine, CA
158,839
138.5
6.90
65%
5.77
50.2
7. Volvo
Euro RSCG MVBMS, New York
134,586
53.0
6.94
64%
5.80
49.0
8. Infiniti
Nissan North America, Gardena, CA
TBWA\Chiat\Day, Playa Del Rey, CA
118,655
182.3
6.90
44%
6.07
49.7
9. Audi
Audi, Auburn Hills, MI
McKinney & Silver, Raleigh, NC
86,421
79.2
6.77
54%
5.54
45.8
Ford, Dearborn, MI
Young & Rubicam, Irvine, CA
54,655
84.2
7.05
58%
5.75
47.9
10. Jaguar
www.brandweek.com
JUNE 21, 2004
S23
Superbrands
AUTOMOBILES
ascension to Mercedes was blocked, leaving him without a job.
Volkswagen, with sales down nearly 9% last year and 27% so
far this year, is suffering from a bone-dry product pipeline. The
once reliable Passat and Jetta have endured quality problems, and
sales are way down. The New Beetle, too, is in a decline, convertible notwithstanding. Nor is VW’s luxury car Phaeton making any
waves in the U.S. market, despite strong reviews. Sales are off
15% this year, with only 625 of the cars delivered. In contrast,
BMW has sold over 5,500 of its 7-series cars and Mercedes over
5,700 S-Class cars. But VW has fared better in its foray into SUVs
with Touareg. Launched last fall with a self-effacing campaign,
Touareg has sold 9,429 units through April, surpassing at least
one competitor, BMW X5.
Bigger, however, suddenly doesn’t seem so much
better. Hummer was hot last year, selling 35,259
units, an 80% boost over 2002, driven by H2. But
if any brand embodies the notion of car-as-fad, it may
be Hummer. Whether it’s high gasoline prices, associated backlash from the war in Iraq or something
less tangible, sales are off 25% this year.
Less trendy is the surge of automaker involvement in movie product placement and TV branded content. Catching the wave of reality TV,
Ford has an ongoing exclusive sponsorship of Fox’s
24 and a similar arrangement with American Idol. Contestants
playing out mini-movie ads on Idol (for Focus and other
vehicles) were among the most memorable of the year. Ford
has gone as far as to develop an in-house product integration
think-tank called Alloy, an offshoot of the agency’s Brand
Entertainment Group.
Chrysler Group recently tied in with ClubMom to tout its
minivans, a deal which also got the vehicle on The Ellen Degeneres
Show and Regis and Kelly. Chrysler also struck a product integration deal on The Apprentice with its Crossfire, 300 and the PT
Cruiser convertible getting air time. Chrysler produced a multiepisode program for NBC called Jeep World of Adventure that let
Jeep and its agency, BBDO, Troy, Mich., call the creative shots.
It will run the shows through year-end.
Executive reshuffling also took center stage. General Motors
early this year began to streamline its sales, service and marketing departments. Currently, divisional general managers are supported by a marketing director, brand development director, retail
integration director and product directors. In an odd job title swap,
C.J. Fraleigh was named Buick-Pontiac-GMC general manager;
Gary Adams, who held that post, was named executive director
for corporate advertising and customer relationship management.
Across town, Kurt Ritter, gm of Chevrolet, quit after being
shifted to run the Pontiac, GMC and Buick triumvirate. Ritter
jumped ship for Saatchi & Saatchi, Torrance, Calif., Toyota’s ad
shop. The agency is a sibling of Pontiac and Cadillac’s agency,
Chemistri. To then-GM ad chief C.J. Fraleigh, the move reeked
of treason: Publicis Groupe stealing from Peter to pay Paul. B
TOTAL
SALES
(units)
MEDIA
EXPENDITURES
(millions)
QUALITY
299,672
$87.5
6.88
73%
5.98
51.6
269,018
47.0
6.83
72%
5.95
51.4
256,550
11.7
6.10
69%
4.82
41.3
229,353
89.9
6.14
54%
4.72
40.0
Hyundai Motor, Fountain Valley, CA
The Richards Group, Dallas, TX
120,858
39.4
5.95
60%
4.66
38.4
1. Toyota Camry
413,296
$101.9
7.05
71%
6.29
54.4
2. Honda Accord
American Honda Torrance, CA
397,750
147.4
6.98
76%
6.45
54.6
3. Ford Taurus
300,496
28.4
6.29
79%
5.09
44.5
4. Chevy Impala
Campbell-Ewald, Detroit
267,883
57.3
6.51
71%
5.60
47.5
5. Nissan Altima
Nissan NA, Gardena, CA
TBWA\Chiat\Day, Santa Monica, CA
201,240
154.1
6.59
60%
5.63
47.1
845,586
$209.5
6.80
62%
6.05
51.2
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Honda Civic
2. Toyota Corolla
3. Chevy Cavalier
4. Ford Focus
5. Hyundai Elantra
BRAND
INTENT
EQUITY
SUB-COMPACT
SEDAN/WAGON
TRUCKS, SUVs, MINIVANS
1. Ford F-Series
2. Chevy Silverado Pickup
684,302
144.3
6.94
64%
5.97
51.2
3. Dodge Ram Pickup
449,371
111.8
6.67
74%
5.71
48.2
4. Ford Explorer
373,118
86.7
6.36
77%
5.27
45.8
5. Chevy TrailBlazer
261,334
67.2
6.50
64%
5.57
46.1
6. Dodge Caravan
233,394
95.0
6.35
69%
5.20
44.5
7. Ford Ranger Pickup
209,117
2.4
6.54
71%
5.40
46.4
8. Jeep Grand Cherokee
207,479
103.1
6.56
78%
5.68
48.3
9. Chevy Tahoe
199,065
50.8
6.52
60%
5.50
45.5
Lowe, New York
196,689
39.9
6.71
57%
5.94
48.1
10. GMC Sierra Pickup
S24
JUNE 21, 2004
www.brandweek.com
Superbrands
BEER, WINE and LIQUOR
Feisty Feds Weigh In Against
Low-Carbs—and Tasteless Ads
The shift is a welcome one for observers who’ve yearned for
less of the cheesecake and sophomoric humor evidenced by
Anheuser-Busch’s roster of Super Bowl XXXVIII ads. Though
or beer drinkers, nothing has resounded more clearly in
given the thumbs-up by the brewer’s core young male target,
recent months than a call to turn on the lights: Miller Lite
Bud’s ads were critically panned as “lowest common-denomiis taking on Bud Light; Coors’ Aspen Edge is sparring
nator humor” and got caught up in the maelstrom of debate over
with Michelob Ultra and Boston Beer’s Samuel Adams Light is
Janet Jackson’s breast-baring stunt and the FCC’s inquiry into
challenging everyone with a scrappy taste test strategy.
broadcast indecency. A-B vp and group executive August Busch
More lighter-tasting suds are sloshing around in
IV later stated that going forward, the brewer’s ads will be more
bar and liquor store sampling cups these days than
cognizant of the public’s changing sensibilities, so the flatulent
is spilled annually during the Great American Beer
horse and crotch-chomping dog vignettes are history.
Festival. Beer marketing has always been about sellA-B also is reacting to its No. 2 competitor with
ing an image in a bottle, but brewers
greater urgency. Miller, under the leadership of South
are now putting more focus on taste
Africa-based SABMiller and CEO and president Norand the liquid itself. That emphasis
man Adami, is executing strategy more effectively
couldn’t come soon enough for a marnow than it did under Altria Group, the previous
ket that saw bad weather, war and commajority stakeholder. The St. Louis brewer was able
petition from spirits depress total beer
to hold its premium pricing to Miller and Coors with
shipments, which slipped 0.3% in 2003.
impunity for the past two years, but the second quarThe success of Anheuser-Busch’s Michelob Ultra,
ter has seen a $5.99 six-pack of Ultra in markets like
with just 2.6 grams of carbohydrates, was an epiphany
Chicago marked down by a dollar and 12-packs of
for Miller Brewing, which discovered late last year that
Bud bottles selling for a low $6.99.
Miller Lite (3.2 grams) was the original low carboThe Milwaukee brewer has redeployed and
hydrate beer. Advertising ensued noting that Lite had
retrained its sales reps, and Miller distributors have
fewer carbs and better taste than Bud Light and Coors
noticed a difference in terms of the collaboration they
Light. Little wonder that Miller’s flagship brand then
bring to the table.
posted three consecutive quarters of growth.
“They’re not expecting us to drive the business
A-B shot back with a strident effort that stated,
and come up with details for promotions,” said a
“All light beers are low in carbs; choose on taste.” It
marked a direct poke at Miller Lite’s messaging Royal rivalry: Budweiser Midwest wholesaler. “In the world of a distributor,
with so much consolidation and so many brands to
regarding “Great Taste” and that consumers have a ads tweaked Miller Lite
manage, we don’t have the time to sit around and
choice in selecting beer. A-B is forging ahead, how- over fat grams.
think up promotions. They’re more hands-on now
ever, with music, dance and sports-themed spots, via
with solving problems and helping us to grow.”
Digital Kitchen and DDB, both Chicago, for the “True Music,”
A-B, with more than half of the 204 million-barrel market as
“True Groove” and “Game Time” efforts. Coors ads—in a sendof the first quarter and 22 consecutive quarters of double-digit
up of all low-carb advertising—mention that the difference in
earnings per share growth, by no means has its back up against
grams between light beers can be burned off while sitting at a bar.
By Mike Beirne and Kenneth Hein
F
BRAND
TOTAL
SALES
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
Anheuser-Busch, St. Louis
DDB, Chi; Goodby, SF; Fusion Lab, Chi
38.1
$129.2
6.35
72%
5.66
46.9
(barrels)
BEER
1. Bud Light
2. Budweiser
Anheuser-Busch, St. Loius
DDB, Chi; Goodby, SF; Fusion Lab, Chi
31.0
112.8
6.60
82%
6.05
51.0
3. Coors Light
Coors Brewing, Golden, CO
FCB, Chicago; Deutsch, LA
16.5
124.6
6.33
71%
5.63
46.1
4. Miller Lite
Miller Brewing, Milwaukee
Martin, Rchmnd, VA; W+K, Portland
15.7
118.3
6.21
75%
5.53
44.4
5. Natural Light
Anheuser Busch, St. Louis
Unassigned
8.4
0.2
N/A
N/A
N/A
N/A
6. Busch
Anheuser Busch, St. Louis
DDB, Chicago
7.1
8.4
5.94
64%
5.30
41.9
7. Corona Extra
Barton, Chi; Gambrinus, San Antonio, TX
Cramer-Krasselt, Chi; Richards, Dallas
7.0
23.1
6.51
53%
6.12
49.6
8. Busch Light
DDB, Chicago
5.8
0
5.80
58%
4.91
38.3
9. Miller High Life
Wieden + Kennedy, Portland, OR
5.4
118.3
6.30
71%
5.71
46.1
Publicis, New York
4.6
44.7
N/A
N/A
N/A
N/A
10. Heineken
Sources: Beer Marketer’s Insights (sales in millions of barrels); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S26
JUNE 21, 2004
www.brandweek.com
Superbrands
of once-hot malternatives declined 12% last year, per IRI. Excepthe wall. Miller’s and Coors’ market shares are 18% and 10%,
tions were Diageo’s lineup of Smirnoff Ice, Smirnoff Triple Black
respectively. Yet A-B may have opened a Pandora’s box with the
and Smirnoff Twisted V, which grew 5%. While other brands like
success of Michelob Ultra. The brand is cannibalizing No. 1 Bud
Jack Daniels Hard Cola, Bacardi Silver, Skyy Blue and their extenLight, which posted its smallest volume gain since 1995. Meansions posted mixed results, these beverages at least created awarewhile, Bud shipments—following the track of just about all domesness for their spirits among 21-28 year-old consumers—a group that
tic full calorie beers—declined 4.5%, per Beer Marketer’s Insights.
the beer industry traditionally has counted on for new growth. The
Ultra quadrupled its 52-week volume by April, per Informaliquor industry’s ability to exude sophistication and flavor innotion Resources Inc., and growing demand will make balancing
vation with this demo is hitting domestic beer brands hard.
manufacturing efficiency and cost among A-B’s 12 breweries
Imports didn’t fare much better, with the top 10 players edging
tougher as those plants try to fill traffic patterns within their
up just 0.9% last year, following a solid 7.4% increase during 2002.
territories as beer drinkers change brands. That juggling act
But the signs for 2004 are promising so far.“I would say we are very
could impinge on A-B’s ability to produce at efficient levels,
much at the positive trends that we’ve seen for the
said Mark Rodman of Beverage Distribution
import category,” said Bryan Semkuleiy,
Consultants, Swampscott, Mass.
vp-marketing at Labatt USA, Norwalk,
Coors will face the same challenge as it
Conn. “We expect good numbers consqueezes Aspen Edge and possibly more low-carb
tinuing through the summer.”
versions of Coors Original and Keystone out of
Encouraged by the success of lowits limited production capacity. Aspen Edge
carb beers, the makers of vodka,
launched nationally May 1 and, while first-time
whiskey and even wines have also hit
trials are hot, reorders from retailers are mixed.
the carb-counting trail.
The brand soared to the No. 2 spot among Coors
Diageo North America was one of
products in test markets and is said to be conthe first to embrace the carb-conscious
verting light beer and even Ultra drinkers.
consumer with its “Nothing” campaign. Print exeBrewers, like all food marketers, are lured by
cutions, via Grey Worldwide, New York, tout the fact
the 32 million Americans who say they are on a
that its Smirnoff vodka, Crown Royal, Johnnie Walklow-carb diet, per Novartis Consumer Health. A
er and Tanqueray gin have no carbs. Copy reads
good chunk of that group may be off those diets
“Zero. Zilch. Nada” and “Cheers to zero carbs.” The
less than a year from now if the population mir- The One, maybe?: Don’t comeffort, which hit May issues of magazines like Busirors a 2003 Tufts University study of four diet plans promise, says Brown-Forman.
nessWeek, Cosmopolitan and Sports Illustrated, marks the first time
which found the highest dropout rates were among Atkins and
Diageo has included multiple brands in a single campaign.
Ornish (low-fat) participants. But even the dropouts tend to remain
Brown-Forman quickly followed suit, bowing a line of lowcarb conscious. Some observers say the low-carb beer segment is
carb wines. Its One.6 Chardonnay and One.9 Merlot reflect the
bound to mirror malternatives where players are merely trading
amount of carbs per 5-oz. serving. The brands are being supmarket share after early innovators reaped most of the growth.
ported by a $5 million effort, via Powerpact, Richmond, Va.,
“This Ultra thing has had some great lead time, but I’d hate
using the tag, “Life is full compromises. This isn’t one of them.”
to bet my family’s fortune by investing stock in a company that
The wine category as a whole, which spends comparatively litis depending upon a bunch of fickle dieters for their business
tle next to spirits, saw explosive growth among several brands. E&J
and their growth,” said Rodman.
Gallo’s Redwood Creek grew 41.5% last year with 1.45 million
After an explosion of malternatives, retailers will rationalize
cases sold. Beringer Blass Wine Estates’ Stone Cellars sold 1.3 mil
shelf space this summer by paring down that crowded field. Sales
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(cases)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
WINE
1. Franzia
The Wine Group, San Francisco
In-house
21.0
N/A
6.04
20%
6.06
45.7
2. Carlo Rossi
E&J Gallo Winery, Modesto, CA
In-house
11.0
N/A
6.13
30%
5.97
45.2
3. Livingston Cellars
In-house
8.0
N/A
6.24
12%
6.13
46.3
4. Sutter Home
Trinchero Family Estates, St. Helena,CA
Colby, Santa Monica, CA
7.0*
6.30
45%
6.80
53.1
5. Beringer Vineyards
Beringer Blass, St. Helena, CA
In review
7.0*
N/A
N/A
N/A
N/A
N/A
$1.7
MALTERNATIVES
1. Smirnoff Ice
Diageo, Stamford, CT
J. Walter Thompson, NY
23.0
$35.2
6.48
38%
6.14
47.7
2. Mike’s Hard Lemonade
Mike Anthony Grp., Vancouver
Ad Store, NY
12.0
5.8
6.52
46%
6.52
52.2
3. Bartles & Jaymes Coolers
In-house
9.0
6.19
50%
5.64
44.2
4. Bacardi Silver
Momentum, St. Louis
8.0
23.2
N/A
N/A
N/A
N/A
5. Seagram’s Coolers
U.S. Beverage, Stamford, CT
Unassigned
6.0
0.9
6.32
36%
5.98
45.3
* Figures rounded to the nearest tenth
www.brandweek.com
0.03
Sources: Impact Databank Review & Forecast 2004 (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
JUNE 21, 2004
S27
Superbrands
people in situations that make them see the need to take life less
lion cases—a 19.8% increase. And Canandaigua Wine’s Arbor Mist
seriously in two cable TV and radio spots now airing.
Wine Blenders sold 600,000 cases in its first year. The latter broke
Allied Domecq has been extremely active on the product innoa $10 million-plus ad campaign, via ML Rogers, New York last
vation front, launching the Kahlúa Drinks-To-Go line of premonth. Long-running tag: “Can’t resist the mist” remains.
mixed cocktails with holiday ’03 TV spots, concocted by PubliAs for the low-carb world, it is relatively virgin territory for
cis, London, under the brand’s “Unleash it” campaign. It also
beer, wine and liquor marketers. As a result, the Tax and Trade
bowed its Kuya “fusion” rum with a $20 million “Do ya Kuya?”
Bureau, which regulates alcohol ads, is taking a serious look at
campaign across print, radio and outdoor. Wet by Beefeater also
these activities (Brandweek, May 3). The bureau is currently rewritfound its way to shelves, with photographer Helmut Newton
ing its interim rules on low-carb and health claims in favor of a
shooting three print ads for Publicis, New York.
permanent one. Stricter regulations will likely discourage ads
Shooting for the super-premium vodka crowd, Absolut
from implying any health benefits and demand more detailed
launched a new brand of vodka called Level, accompanied by a
labeling for spirits makers, which often rely on the aesthetic beau$10 million print and cable TV campaign via TBWA\ Chiat\Day,
ty of their bottles to sell product.
New York and the tag “One sip, you'll know a new level.”
Most liquor ads, however, still rely on image verFinlandia, the imported vodka pioneer, created a new camsus health claims. Diageo’s Smirnoff vodka is no
paign last year called “Refresh,” which parent Brown-Forman
different. The second best-selling liquor in the U.S.,
hopes can help stave off copious competition. (Sibling brand
at 7.2 million cases behind Bacardi rum at 8.1 milSouthern Comfort also got a new effort with ads that focus on
lion, per Impact Databank, N.Y, and its line extensions
M.W. Heron, the New Orleans bartender who created the spir(Smirnoff Twist, Ice and Ice Triple Black) all received
it in 1874.) Other vodka entries are on their way,
bottle and logo face-lifts last year. A
including Seagram’s Platinum Select 100 proof
$150 million integrated campaign,
vodka from Pernod Ricard USA.
dubbed “Neat,” via J. Walter ThompThe influx of new brands and extensions is a
son, New York, supporting all three
byproduct of the fast-growing category: U.S. sales
Smirnoff trademarks, got underway in
of spirits grew 3% last year, per Impact, versus a
October. Initial creative showed the new vodka bot2.5% gain in 2002.
tle with an olive, a twist and a shot glass to convey
One segment witnessing a resurgence is cognac,
that it could be enjoyed even without being mixed.
which has become a favorite of club goers and
Diageo, which owns four of the best-selling spirurban consumers. Allied Domecq’s Courvoisier,
its brands in the U.S., spent nearly $200 million
an early winner of shout-outs by rap artists, added
overall on ads in 2003, according to TNS/CMR.
Fonzworth Bentley, the alter ego of dancer and
Its Captain Morgan Original Spiced Rum brand,
comedian Derek Watkins, to its ad lineup, via
which ranks fourth with 4.2 million cases, rolled out
GlobalHue, Southfield, Mich.
a new TV campaign that borrowed a tack from its
Straight shot: Absolut goes
Pernod Ricard, also opportunistically unfurled
failed Captain Morgan Gold malternative which
super-premium with Level.
its new “Rise Above” campaign, via Brand Archiasked: “Got a little Captain in you?” Grey Worldtecture International, New York, last September to give its stagnant
wide, New York, handles. Captain Morgan’s Parrot Bay rum also
Martell brand a boost. The company also rallied behind Chivas
rolled new ads tagged: “The bird is calling” as well as mango and
Regal with a $40 million global effort called “The Chivas Life”
pineapple flavors to flank its original coconut offering.
that targets a more mature consumer with aspirational messages.
Allied Domecq’s Malibu Caribbean rum, which competes
And one last nod: to cognac mixers. The segment got a shot
directly against Parrot Bay, launched a $12 million campaign last
in the arm last month as Alizé followed the success of Heaven
month plus pineapple and mango line extensions of its own. Its
Hill Distilleries’ Hpnotiq by bowing Alizé Bleu.
“Seriously Easy Going” campaign, via Publicis, New York, puts
B
TOTAL
SALES
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
Bacardi USA, Miami
Davidandgoliath, LA
8.1
$12.5
6.87
77%
6.54
54.3
2. Smirnoff
Diageo N.A., Stamford, CT
7.2
10.5
6.65
69%
6.31
51.0
3. Absolut
Absolut Spirits, NY
TBWA\Chiat\Day, NY
4.5
33.0
7.07
58%
7.12
58.0
4. Captain Morgan
Grey, NY
4.2
15.1
6.76
46%
6.59
52.4
5. Jack Daniel’s
Brown-Forman, Louisville, KY
Arnold, St. Louis
3.9
18.7
6.89
71%
6.17
51.7
BRAND
(cases)
LIQUOR
1. Bacardi
6. Jose Cuervo
Arnell, NY
3.2*
11.4
6.95
55%
6.42
52.5
7. Crown Royal
Grey, NY
3.2*
22.5
6.96
57%
5.90
48.8
8. E&J
E&J Gallo, Modesto, CA
In-house
2.9*
6.50
17%
6.22
49.3
9. Jim Beam
Jim Beam Brands, Deerfield, IL
BBDO, Chicago
2.9*
5.6
6.62
63%
5.55
45.5
Pernod Ricard USA
Brand Architecture, NY
2.8
2.0
6.37
48%
5.47
43.4
10. Seagram’s Gin
S28
JUNE 21, 2004
N/A
Sources: Impact Databank Review & Forecast 2004 (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
BEVERAGES
Colas Stuck in the Middle,
As Alternatives Wring Sales
By Kenneth Hein
Hills, New York. Classic still reigns in the cola wars, owning 18.6%
of carbonated soft drinks compared to Pepsi’s 11.9%.
Meanwhile, Diet Coke and Diet Pepsi grew 5% and 6.1%,
nother year, another cola gimmick. Staving off declining cola
respectively. Diet Coke remains the third best-selling soft drink
sales is taking a good deal of creativity these days. Last year,
with a 9.4 share vs. Diet Pepsi’s 5.8 share.
it was the battle of the vanilla contenders. This year, it’s the
Hoping to add to that momentum, Diet Coke kicked off new
clash of the mid-calorie colas. The fact that cola sales are declining
“It’s a Diet Coke thing” ads last month, via FCB, New York, staris unavoidable; however, the biggest players believe that growth isn’t
ring sexy actress Kate Beckinsale and Oscar winner Adrien Brody.
hard to find—if you continue to innovate.
Diet Coke, which will increase its spend this year, saw $5 milThat’s why most of the buzz currently surrounds
lion in support in 2003, per TNS/CMR, compared to the $24
Pepsi Edge and Coca-Cola’s C2. Some serious jockmillion allocated for Diet Pepsi.
eying has taken place in an effort to be first to marTo ensure its diets aren’t losing out to flavored options, Diet
ket. Pepsi initially prepped for an August launch.
Coke with Lime rolled nationally in January with radio, outBut Coke outmaneuvered its rival, launching C2 this
door and POP, via Grey, Atlanta.
month and forcing Pepsi to step up its own timetable
Over in lemon-lime territory, troubled Sprite got an influx
to June. Pepsi Edge ads are being handled by
of energy from a new 10-inch-tall spokescharacter, Miles Thirst.
BBDO, New York, while Berlin Cameron/Red Cell,
The smart-mouthed puppet, developed by Ogilvy & Mather,
New York, is responsible for C2. Both are winning
New York, stars in ads with NBA phenomenon LeBron James
media budgets in the $30 million range. Coke spent $23 million
and serves as the centerpiece of an eight-month
to roll Vanilla Coke in 2002 vs. Pepsi’s $27 milunder-the-cap “Thirst Out” promotion, where
lion outlay for Pepsi Vanilla, per TNS/CMR.
consumers can win Blockbuster rentals and
Mid-cal Dr Pepper and 7 Up entries are being
music downloads.
mulled by Cadbury Schweppes, which also is
Sprite’s biggest success, however, was its
toying with a vitamin-added soda dubbed 7 Up
Remix flavors, which sold 55 million cases last
Plus. Coke is looking at a mid-cal Fanta.
year—and more than made up for the core
The mid-market mania is aimed at capturing
brand’s losses; a Diet Sprite to be repackaged
consumers who don’t like the calories of regular
as Sprite Zero is also being considered.
colas, nor the taste of diets. Analysts question
Sprite’s woes are partially owed to Pepsi,
the long-term viability of such a strategy, noting
which opened the spigots for plenty of “Yeah, it’s
that most consumers will be defecting from existkind of like that” ads for Sierra Mist from BBDO,
ing brands, as well as the fact that Pepsi tested a
New York. In its second year of nationwide availsimilar offering a decade ago with little success. Will Miles add up?: Sprite’s new
ability, and powered by $47 million in media last
That the cola giants are looking to dieters comes spokescharacter must deliver
year (up from $25 million), Mist gained traction as a solid lemonas no surprise. Nearly every food category has been affected by the
lime answer to Sprite and 7 Up. Sierra Mist, which grabbed a
low-carb trend. Soda is no different, as diet drinks continue to great1.4 share of the category, passing 7 Up’s 1.2%, should also benely outperform regular colas. Coke Classic volume dwindled 3% last
fit via a tie-in with DreamWorks’ Shrek 2 this month as it did
year while Pepsi-Cola dipped 4.5%, per Beverage Digest, Bedford
A
TOTAL
SALES
(cases)
MEDIA
EXPENDITURES
(millions)
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Coca-Cola Classic
Coca-Cola, Atlanta
Berlin Cameron/Red Cell, NY
2. Pepsi
PepsiCo, Purchase, NY
BBDO, NY
3. Diet Coke
Coca-Cola, Atlanta
FCB, NY
4. Mountain Dew
5. Sprite
Coca-Cola, Atlanta
6. Diet Pepsi
7. Dr Pepper
8. Caffeine Free Diet Coke
Coca-Cola, Atlanta
FCB, NY
171.7
9. Sierra Mist
BBDO, NY
140.2
Cadbury Schweppes, London
In review
126.3
24.7
BRAND
QUALITY
INTENT
EQUITY
GENERAL
10. 7 Up
$1,889.4
$107.7
7.21
99%
8.19
70.9
1,210.3
89.9
7.02
97%
7.87
67.6
950.5
4.9
6.58
89%
6.53
55.9
BBDO, NY
638.7
37.0
6.49
90%
6.41
54.5
Ogilvy & Mather, NY
598.5
19.9
6.86
95%
7.79
64.7
BBDO, NY
586.0
24.0
6.49
85%
6.39
54.2
Young & Rubicam, NY
573.7
66.8
6.83
92%
7.15
60.4
N/A
6.28
74%
5.89
48.3
46.6
N/A
N/A
N/A
N/A
6.92
97%
7.67
64.2
Sources: Beverage Digest (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S30
JUNE 21, 2004
www.brandweek.com
Superbrands
BEVERAGES
summer programs: Pepsi Smash, a live music show à la
from a holiday promotion with Universal’s Cat in the Hat.
American Bandstand, is airing on the WB while Pepsi Play for a
Poor 7 Up—sales have been abysmal since the brand was bootBillion 2 will air on ABC. The company will tie in with the Warned out of the Pepsi bottling system in favor of Mist last January. Mist’s
er Bros. holiday film Polar Express. In a high-profile promotion
volume was up 88%, while 7 Up was down 27.6%. Sprite still leads
that had its share of code-sharing bumps, Pepsi linked with Apple
the category with a 5.9 share despite a 5% dip in volume. New 7
iTunes to give away free music downloads; it also renewed a
Up ads are due this year, possibly from a new agency. The changes
deal with the National Football League through 2011.
are not just due to waning sales but also a sweeping management
Pepsi’s second biggest trademark, Mountain Dew, is immersed
shift by parent Cadbury Schweppes, which appointed new overseers
in a six-month continuity program called Dew U that targets
at Dr Pepper/Seven Up, Snapple Beverage Group and Mott’s.
the college set with ads starring NBA Orlando Magic star TraNew CEO Gilbert Cassagne named former Yum! Brands exec
cy McGrady. In April, Dew revisited its orange LiveWire extenRandy Gier as evp-marketing. Gier wasted no time making his pression, which got $59 million in media last year, and created a show
ence known, unexpectedly dismissing seven-year Snapple agency
called MDN—the Mountain Dew Network for Spike TV.
Deutsch in favor of Cliff Freeman and Partners, both New
PepsiCo remains the non-carb champ with its
York. 7 Up’s ad account is now up for grabs with longGatorade, SoBe and Starbucks brands owning 45.6%
time agency Young & Rubicam still in the mix. Current tag:
of the segment (water was not included) compared
“Make 7 Up Yours.”
with Coke’s 28.4 share.
On the management front, Coca-Cola joined CadGatorade has refurbished packaging
bury in the “sweeping” changes department. Coke,
with silver labels and caps as part of a
which has suffered a leadership vacuum in the postsummer tie-in with ESPN’s 25th anniverRoberto Goizueta era, made a big production out of
sary and has tapped the NFL’s Kansas City
its search of outside candidates to replace departing
Chiefs Dante Hall to help launch its X-Facchairman/CEO Douglas Daft—only to select retired exector line (as in unexpected flavor) this year.
utive E. Neville Isdell. President/COO Steve Heyer, who
Sales of Gatorade’s Propel fitness water hit
was passed over for the post, will now exit. Donald
$200 million last year and were further aided by a $35
Keough, whom many consider the driving force behind
million-plus national campaign, via Element 79, ChicaCoke’s moves, returned to its board of directors this year.
go, that has brought its “Drip” characters to outdoor setOddly enough, Coke’s “Real” effort, via Berlin
Cameron/Red Cell, New York, is its first well-received Mid-cal mania: Pepsi tings.
Water leaders Aquafina from Pepsi and Coke’s Dasani
marketing campaign in recent history. “Real” appears Edge takes on Coke’s
are still posting double-digit volume growth of 20.8%
to have found the staying power that several failed C2 this summer.
and 21.9%, respectively. Still, both are embroiled in a
Coke campaigns lacked. The brand also scored big
costly price war. To fortify Aquafina, Pepsi is readying ads from new
by aligning itself with the pop culture phenomenon, American
agency BBDO, New York, and is testing H2OH, a value-priced
Idol. For the key selling season, Coke has launched an “Unexentry, for a likely two-pronged attack. Dasani, meanwhile, is bringpected Summer” promotion which uses GPS technology to select
ing back its “Can’t live without it” ads from Berlin. Coke also grew
prizewinners for booty that includes a Chevy Equinox and Disits Dannon water brand volume 103%, but could do little to help
ney vacations.
Evian, which fell another 20%, giving it a meager 1.8% share.
Not to be outdone by its embattled rival, Pepsi uncapped a
In the tea segment, AriZona is on its way to passing Snapple for
new ad strategy last November that stresses how its cola goes
the No. 2 slot. Category leader Lipton Brisk ties in with MTV for a
well with food. The “Pepsi. It’s the cola” ads from BBDO, New
summer “Live the Life” promo dangling a Caddy Escalades, XM
York, have featured a mix of characters from comedian Dave
Satellite radios and other prizes. Snapple, which nailed a five-year,
Chappelle to kids dressed in life-size hot dog outfits. New ads
$166 million deal to sell juices, water and teas to New York City,
are on the way starring super group Destiny’s Child.
launched a final round of its quirky “Bottles Personified” ads. B
On the entertainment front, Pepsi is reprising two successful
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$2,216.0
$114.3
6.85
89%
7.22
60.1
936.0
24.4
6.73
73%
7.25
58.2
NEW AGE/SPORTS/WATER
1. Gatorade
Element 79, Chicago
2. Aquafina
BBDO, NY
3. Dasani
Coca-Cola, Atlanta
834.0
4. Lipton
681.6
18.7
5. Snapple
Cliff Freeman and Partners, NY
487.6
9.3
6.72
81%
7.34
58.8
6. Minute Maid
Coca-Cola, Atlanta
Doner, Southfield, MI
479.4
12.7
7.10
88%
8.00
69.0
N/A
6.68
74%
7.35
58.6
7.12
92%
8.00
65.8
7. Powerade
Coca-Cola, Atlanta
Weiden + Kennedy, Portland, OR
380.3
9.5
6.49
61%
6.70
52.4
8. Poland Spring
Nestlé Waters, Greenwich, CT
McCann-Erickson, NY
375.9
3.4
6.80
41%
7.53
61.2
9. AriZona
Ferolito, Vultaggio, NY
In-house
333.4
6.58
52%
6.95
54.1
Coca-Cola, Atlanta
310.3
6.72
85%
7.27
58.4
10. Nestea
N/A
10.2
Sources: Beverage Marketing Corp. (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S31
Superbrands
COMPUTERS
Microsoft Tries to Pare Apple;
B2B is the Place to Be, Again
By Scott Van Camp
I
t’s a great time to be in the PC business, as long as you’re
peddling products other than PCs. In other words, it’s good
to have the PC pedigree, but if you don’t diversify beyond
the low-margin items, you’re in trouble. Case in point: Apple
Computer, which makes more money off its iPods than its iMacs.
Apple’s not the only one. Even PC market leader
Dell has diversified, rolling out printers, peripherals, MP3 players and what seems to be the obligatory PC maker alternative product, the LCD
television. Why the flight from PCs? While the
top U.S. PC vendors have seen their units shipped
rise over 15% from 2002 to 2003, per research
firm IDC, Framingham, Mass., revenues are flat
because of price drops.
“If you look long-term, it’s a much more mature
category, and it’s very competitive with low margins,”
said NPD Intelect analyst Stephen Baker. “None of these companies are immune to that.” Consumer electronics is hardly an
oasis from price pressure, but it’s attractive to PC vendors because
the margins are higher and the manufacturing transition is easy;
many of the same PC parts suppliers can be utilized, said Baker.
In what could be a case of history repeating itself, Microsoft
is looking to usurp Apple’s lead. Microsoft is expected to launch
a marketing effort this fall touting its Windows XP operating system as a digital media and home entertainment enhancement,
said Matt Rosoff, analyst at research firm Directions on Microsoft,
Kirkland, Wash. Microsoft is also challenging Apple by fine tuning its digital rights management software for movies and music,
making it compatible with more devices and online services.
Elsewhere, the good news is that businesses are loosening
their IT purse strings, and ad spending in the category is on the
rise. After a downward spiral that began in 2001, IT ad spending was up 9% in 2003, at $2.4 billion, from $2.2 billion in 2002,
per TNS/CMR, and analysts expect that number to go up if tech
can keep the momentum going and if the economy continues
its forward march.
Four out of our five software players increased their media
spends in 2003. The fifth, Computer Associates, struggled with
accounting irregularities. Perennial leader Microsoft may have
lost some brand luster thanks to the growing threat of the Linux operating system, an antitrust fight with the European Union
and launch delays of its much-touted new operating system,
Longhorn (now scheduled for 2006), though product delays
are nothing new at Microsoft.
One software market that’s gaining appeal is security. Big players like Computer Associates and Hewlett-Packard have joined
category leaders Symantec, Network Associates and Trend Micro
in the security space. All have seen significant gains in the past
year and a half, thanks (or no thanks) to numerous virus and
worm outbreaks that have affected both business and consumers.
Don’t be surprised to see a security company break into the
Superbrands list in the near future. Microsoft, however, could spoil
the party by adding antivirus and firewall capabilities directly
into its operating system.
B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
1. Microsoft
Microsoft, Redmond, WA
McCann-Erickson, SF & NY
$32.2
$455.6
7.03
94%
8.30
68.2
2. Oracle
Oracle, Redwood City, CA
Grey, NY
9.5
30.1
6.52
29%
5.70
45.4
3. SAP
SAP, Frankfurt, Germany
Ogilvy & Mather, NY
8.8
19.3
6.13
12%
5.32
43.7
4. Computer Associates
CA, Islandia, NY
Young & Rubicam, NY
3.1
45.9
6.15
20%
5.88
44.5
5. PeopleSoft
PeopleSoft, Pleasanton, CA
BBDO, NY
2.3
14.8
6.13
19%
5.03
39.0
1. IBM
IBM, Somers, NY
Ogilvy & Mather, NY
$89.1
$333.6
6.95
80%
7.15
59.7
2. Hewlett-Packard
HP, Palo Alto, CA
Goodby, Silverstein, SF, others
73.1
426.5
6.87
89%
7.13
59.3
3. Dell
Dell, Round Rock, TX
DDB, Chicago
41.4
387.9
7.06
85%
7.50
62.5
4. Intel
Intel, Santa Clara, CA
Euro RSCG MVBMS, NY
30.1
115.7
7.16
68%
7.64
61.7
5. Motorola
Motorola, Schaumburg, IL
Ogilvy & Mather, New York
27.1
25.1
6.63
45%
6.30
50.3
6. EDS
EDS, Dallas
Fallon, Minneapolis
21.6
6.7
N/A
N/A
N/A
N/A
7. Cisco Systems
Cisco, Santa Clara, CA
Ogilvy & Mather, NY
18.9
54.9
6.90
35%
6.39
50.7
8. Sun Microsystems
Sun Microsystems, Palo Alto, CA
Arnell Group, NY
11.4
11.8
6.75
32%
6.14
49.9
9. Apple
Apple, Cupertino, CA
TBWA\Chiat\Day, Marina del Rey, CA
6.2
110.4
6.55
65%
5.26
44.6
Gateway, San Diego
3.4
147.5
6.46
74%
6.03
49.5
BRAND
QUALITY
INTENT
EQUITY
SOFTWARE
HARDWARE
10. Gateway
Sources: Brandweek research (sales); TNS/CMR (media); Total Research: QxFxPI=E (see key, page S18)
S32
JUNE 21, 2004
www.brandweek.com
Superbrands
CONSUMER ELECTRONICS
The Digital Revolution Will Be
Televised in High-Definition
show how its products fit into people’s everyday lives.
Samsung is currently looking for a new global agency for its
$400 million account. It launched a new spot in April, via FCB,
nly a few years ago, consumer electronics experts were
New York, that urged consumers to “Experience the power withlamenting a slumping industry. Now, with surging sales
in,” dispensing with its long-running “Digitall” tagline. The comof digital TVs and the growth of digital imaging, not to
pany is sponsoring the Olympic torch relay at the 2004 Summention a must-have hit in Apple’s iPod digital music device, the
mer Games in Athens.
category is enjoying a resurgence.
Naming Colby & Partners as its agency (with a
Sales of consumer electronics are expected to reach $101 bilnew office soon to open in New York), Sharp Eleclion in 2004, up from $96.3 billion last year, per the Arlington,
tronics is expected to roll new ads that focus on
Va.-based Consumer Electronics Association. Next year, the
its line of Aquos LCD televisions. Its current tag,
group predicts, the category could grow another $5 billion.
“Be sharp,” replaced the iconic, “From Sharp
Set prices on digital TVs—which include high definition
minds come sharp products.”
(HDTV), enhanced definition and standard definition—continLG Electronics is looking to put its brand on
ue to fall about 2% per month, with a current average of $1,500.
the map with a three-year, $300 million “Life’s
As a result, manufacturer-to-dealer sales of DTVs grew 79% in
Good” campaign, via Ogilvy & Mather, New York.
the first quarter of 2004, reaping revenue of more than $2.1 bilThe Korean company is relatively new to Americans
lion on unit sales of about 1.4 million.
and is aiming to position itself as the premier high-end consumer
“Digital TVs are more popular than American Idol and Shrek 2
electronics brand. LG plans to use its better-known brand,
put together,” said Jeff Joseph, a spokesperson for the CEA.
Zenith, to manufacturer mid-range digital
“Prices are coming down, there’s more conproducts.
tent for viewing and more [models] in the
JVC has also been making more noise in
marketplace. It’s going to stay hot.”
the marketing arena. Last year it debuted its
Another potential aid to growth: This
$20 million, star-studded “The perfect
summer, manufacturers are rolling out
experience” ad campaign, via E2AMP, Los
“cable-ready” DTVs that allow consumers
Angeles. Producer Jerry Bruckheimer,
to receive digital programming from their
extreme sports star Shaun Palmer and mulcable providers without having to buy a septiplatinum band Nickelback all starred in
arate set-top box. By year’s end, more than
print ads for an array of products.
one million cable-ready sets are expected to
Elsewhere in the category, the burgeonbe sold domestically. TiVo also plans to
ing satellite radio industry received some
enter this arena by allowing users to downunexpected hype thanks to embattled mornload movies and music via the Web.
It’s a snap: Showing ease of use, Simmons
ing radio shock jock Howard Stern. Fined
Marketers, meanwhile, are finding new stars in ads for Panasonic’s digital camera.
by the FCC and dropped by several Clear
ways to drive consumers to stores. PanaChannel Communications stations, Stern believes his “days are
sonic, for instance, went after moms, dads and college grads with
numbered” at Viacom and has repeatedly said he may jump to
ads for its D-snap camera, with the first leg of its $50 million “Faseither XM Satellite Radio or Sirius Satellite Radio, both of which
cinating people, fascinating products” campaign, via Grey
have been growing steadily.
Worldwide, New York. The ads show celebrities like rap mogul
Sirius, with about 270,000 subscribers in the first quarter,
Russell Simmons using the camera, continuing Panasonic’s
is shooting for one million this year. XM Satellite Radio has
“Ideas for life” tag with Christian Slater as the voiceover.
about 1.7 million subscribers. Earlier in the year, Sirius selectSony, too, used a little star power to tout its CyberShot diged Doner, Southfield, Mich., to handle its estimated $30 milital camera. Aerosmith’s Steven Tyler stars in a new TV spot,
lion account. The brand’s playful ads have featured former
via Young & Rubicam, New York, with the tag: “Like no othBaywatch star Pam Anderson.
er.” Previously, Sony relied on the fictional “Lewis” family to
B
By Kenneth Hein
O
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$81.4
$12.6
6.48
45%
6.84
52.3
72.1
81.4
7.33
88%
8.18
67.4
1. Hitachi
Hitachi, Brisbane, CA
Lambesis, Carlsbad, CA
2. Sony
Sony, Park Ridge, NJ
Young & Rubicam, New York
3. Panasonic
Panasonic, Secaucus, NJ
Grey, New York
71.9
47.0
6.88
78%
7.42
59.4
4. Philips
Philips, Atlanta
DDB, New York
29.0
108.3
6.69
55%
7.14
56.2
5. LG Electronics
LG, Englewood Cliffs, NJ
20.2
39.7
N/A
N/A
N/A
N/A
Sources: Brandweek research (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S33
Superbrands
COSMETICS and FRAGRANCES
Amid Changing Demos,
A Burst of Skin Tones, Colors
By Christine Bittar
side, big introductions came from Estée Lauder, which expanded its lineup with a larger number of colors for all new foundations, and Lancome’s Color I.D. foundation, which bowed
osmetics makers are finally taking pains to broaden their
earlier this year.
portfolios with additional brands and sublines geared
African American consumers and others with coarse hair have
toward African Americans, Hispanics and other women
had an easier time finding appropriate haircare products.
of color. The trend goes for mass-market as well as department
Nonetheless, as with color cosmetics, the major
store brands, which are both seeing high-profile
manufacturers and top-selling brands have increasintroductions boasting an array of skin
ingly become more inclusive in their product porttones and starpower.
folios (see “Health & Beauty,” page S52).
According to 2000 Census data,
Overall, the men’s fragrance category, which
there were 35.3 million Hispanics and
was up 9% last year at mass merchants, has been
34.7 million African Americans in the
invigorated by deodorant body sprays, like
U.S. The cosmetics industry is now
Unilever’s Axe and, to a lesser degree, Procter
playing a game of catch-up to these
& Gamble’s Old Spice, targeting males in their
potent demographic trends.
teens and early 20s. Now the No. 1 men’s fragrance
Foundation products have been
brand, Axe was up almost three-fold in ’03 vs. ’02,
the most limited in the past, so brands
with the arrival of new scents.
from Maybelline to Lancôme have launched new
Women’s fragrances, however, present a less rosy
shades to accommodate broader color palates—
picture, with sales more lackluster than ever. While
perking up lackluster category sales in drug stores
Coty introduced some new scents and body care
and mass outlets along the way.
Color splash: New lipsticks
products under its Healing Garden brand to proWithin mass brands, those include new lines last longer, mix shades.
vide a sales boost in 2004, results (which do not
with a more varied color selection such as Mayinclude Wal-Mart figures) were down a dismal 15% last year.
belline’s Wonder Finish, L’Oréal’s Tru Match, Cover Girl’s Tru
With the category as a whole down 6.4% in 2003, private label
Blend makeup (touted for easily matching virtually all skin
brands, which collectively lead the category, were the only SKUs
tones), plus added color SKUs from Revlon. On the prestige
C
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
1. Cover Girl
P&G, Cincinnati
Grey, New York
$283.1
$118.6
6.75
67%
6.30
52.2
2. Maybelline
Maybelline, New York
Gotham, New York
260.9
99.8
6.55
65%
6.45
51.2
3. Revlon
Revlon, New York
Deutsch, New York
242.8
99.9
6.63
67%
6.15
49.3
4. L’Oréal
L’Oréal, New York
McCann-Erickson, New York
167.4
124.0
6.61
55%
6.25
49.5
5. Max Factor
P&G, Cincinnati
28.8
41.0
N/A
N/A
N/A
N/A
1. Maybelline Expert Eyes
Gotham, New York
$52.4
$0.0
6.53
45%
6.24
49.4
2. Maybelline Great Lash
Gotham, New York
49.9
9.5
6.56
36%
6.30
49.2
3. Cover Girl Eye Enhancers
P&G, Cincinnati
Grey, New York
28.4
7.7
6.47
39%
5.82
45.4
4. L’Oréal Voluminous
27.0
N/A
N/A
N/A
N/A
N/A
5. L’Oréal Infinite Wear
McCann Erickson, New York
23.9
N/A
6.46
28%
6.26
48.6
$49.0
$29.7
6.54
38%
6.00
46.5
36.0
5.0
6.32
39%
5.84
45.4
BRAND
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
COLOR COSMETICS*
EYE COLOR*
LIP COLOR*
1. Cover Girl Outlast
P&G, Cincinnati
Grey, New York
2. Revlon Super Lustrious
Revlon, New York
Deutsch, New York
3. L’Oréal Endless
31.6
12.3
6.34
41%
5.79
46.2
4. Max Factor Lipfinity
28.8
9.5
6.55
31%
5.94
46.7
5. L’Oréal Colour Riche
25.1
0.0
6.31
42%
5.95
46.9
* Sum of top 15 SKUs
S34
JUNE 21, 2004
Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
COSMETICS and FRAGRANCES
As for products, Revlon is streamlining its blush offerings next
to post an increase last year. (Within cosmetics and fragrances,
year, which may result in better inventory control. Cheek color
private label is a chain’s own product, bearing a “brand” name,
is one of the smaller subcategories in makeup, as women buy
as in Duane Reade’s Apt. 5 line.)
blush less than, say, lipstick or mascara.
Reaching down to a more fertile segment, marketers have
Simply called Revlon Blush, a powder, cream and bronzmade teen and tween girls a priority with makeup and specialer version rolled earlier this year and may ultimately replace
ty toiletries such as flavored lip balm and fragrances, mostly via
other SKUs. Additionally, this spring Revlon added Super
licenses with candy or snack brands (such as Bubble Yum, SnapLustrous Lip Gloss (to complement its best-selling lipstick of
ple and Tootsie Roll). Deals with young celebrities abound.
the same name), and New Completion One-Step Makeup comMary-Kate and Ashley Olsen, for example, sold their fragrance
pact (with two color palettes in one compact for better skinexclusively through Wal-Mart and began expanding the brand
tone matching). That product is being played up for its “shade
to other outlets this past spring. (The Olsens have a licensing
precision,” as the average skin “has many subtle color differdeal with Coty). In the prestige area, department store brand
ences,” per materials.
Elizabeth Arden will look to lure females in their
Revlon has also been active with
teens to mid 20s via a license with Britney Spears
TV promotions and movie tie-ins. In
launching this fall.
2002, it launched several limited-ediOne by one, celebrities have taken the place of
tion color collections to coincide
supermodels and designers in the cosmetics and
with the James Bond movie Die
fragrance arena (think J. Lo’s two fragrances,
Another Day. Its most recent movie
Celine Dion’s perfume and an upcoming fall
partner, Havana Nights, was barely
launch from Sean “P. Diddy” Combs for men).
visible and had a limited box office
Beyond licensing, beauty marketers have been
run last fall. That celluloid disapstriking deals with actors and entertainers as
pointment might have kept Revlon
brand spokesmodels. Among the notables: actress
from riding along with Halle Berry in this sumNicole Kidman (Moulin Rouge, The Stepford Wives),
mer’s Catwoman from Warner Bros.
who has a contract with Chanel to appear in ads
Thankfully, beauty marketers have less expenthis fall for its classic scent Chanel No. 5; and
sive tie-in options with the rise in reality and
actress Scarlett Johansson (Lost in Translation),
makeover shows, such as ABC’s Extreme Makeover
who will appear in ads for a new Calvin Klein fragrance. (Don’t feel sorry for the models. Tyra Hopeful glimmer: J. Lo’s Glow and Bravo’s Queer Eye for the Straight Guy. The latter program has featured many small and niche
Banks has her own TV show).
adds luster to a flat market.
hair and skincare brands, but has also gotten
Revlon continues to struggle financially, postmajor manufacturers to sign on. Among the closet-full of Queer
ing losses for 22 consecutive quarters, but is hoping that a
Eye beauty placements/endorsements: Paul Mitchell and Redrevamped advertising campaign will help change its fortunes. An
ken hair products; Norelco’s Advantage shaver, nose hair trim$80-100 million umbrella campaign launched in April, via
mer and beard trimmer; Johnson & Johnson’s Neutrogena
Deutsch, New York, steps away from product and benefit-drivInstant Bronze (for sunless tanning); Church & Dwight’s Arm
en ads, and was shot to resemble romance movie trailers. Fea& Hammer deodorant, and one of Gillette’s Oral-B electric
turing spokesmodels Halle Berry, Julianne Moore and Eva
toothbrushes. Toss in the Crest Whitestrips, bath salts and othMendes, the effort aims to create an emotional link with women,
er branded products and you’ve got a beauty products showas executions use stirring Italian music and convey an image of
case any marketer would love.
giving viewers a peek into the celebs’ lives.
B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
1. Private Label
N/A
N/A
$34.6
N/A
N/A
N/A
N/A
N/A
2. Calgon
Coty, New York
Badger Kry, New York
23.4
$6.2
6.43
39%
6.11
47.9
3. Healing Garden
Coty, New York
Badger Kry, New York
13.3
7.3
6.73
15%
7.51
57.2
4. White Diamonds
Elizabeth Arden, New York
Goodby Silverstein, SF,
11.0
3.3
6.51
35%
5.53
45.6
5. Body Fantasies
Parfums De Coeur, Darien, CT
In House
9.1
4.9
6.31
17%
6.22
47.9
1. Axe
Unilever, Greenwich, Conn.
Bartle Bogle Hegarty, NY
$50.9
$26.4
N/A
N/A
N/A
N/A
2. Old Spice
P&G, Cincinnati
Saatchi & Saatchi, New York
18.6
4.1
6.32
77%
5.32
45.7
3. Gillette Series
Gillette, Boston
BBDO, New York
12.4
4.4
N/A
N/A
N/A
N/A
4. Coty Stetson
Coty, New York
Unassigned
10.8
11.5
6.12
45%
5.36
43.1
5. Brut
Helen of Troy, El Paso, TX
N/A
10.7
N/A
5.92
51%
4.81
38.5
BRAND
QUALITY
INTENT
EQUITY
WOMEN’S FRAGRANCES
MEN’S FRAGRANCES
www.brandweek.com
JUNE 21, 2004
S35
Superbrands
CREDIT CARDS
A Latte with That Purchase?
New Programs Entice Users
“They’re doing gangbusters business with it because they’ve
packaged an entire suite of services that a small business owner
can tap into,” he said. Support for Open has included ads on
he credit card industry could share a theme song with those
NBC’s reality show The Restaurant, as well as a spot featuring
old Sex and the City promos: “How do you like it, How do
David Collins, producer of Queer Eye for the Straight Guy.
you like it? More, more, more.” The major companies all
Card companies also are concerned with being “first in walvied for customers in 2003 by offering new rewards and rebates,
let,” hoping consumers choose their card when making a puras well as splashy promotions promising cool prizes or once-inchase. To entice cardholders, companies ran numerous usage coa-lifetime experiences.
promotions dangling enticing prizes. MasterCard gave away a
Each company’s gross dollar volume went up
“trip-a-day” to Universal Studios in a tie-in with The Cat in the Hat,
last year, with American Express recording the
which followed a “priceless summer weekends”-themed program
largest percentage gain (up 12%) and Visa topping
that offered a summer home prize. Visa gave away access to an
$1 trillion for the first time. Now that most conexclusive after-hours party at Disney World as well as the “Ultisumers have and use credit cards (on average they
mate Nascar Experience,” including a pace car ride.
have 10 total), card marketers faced the dual chalDiscover, meanwhile, hyped its involvement with the Times
lenges of keeping existing customers and luring
Square New Year’s Eve ball-drop with ads and a promotion feamarket share away from checks and cash.
turing 50 “lost” orange wallets in the city. The game plan: the
For existing customers, companies introduced
first five finders got to grab cash out of a money booth in an
innovative rewards programs. “Card companies are giveffort to land a $100,000 grand prize.
ing consumers the option to make rewards more specific and not
The “first in wallet” premise also is behind
as generic,” said David Robertson, publish“contactless” efforts like MasterCard’s Payer of the consumer payment industry newsletPass and American Express’ ExpressPay.
ter The Nilson Report. “They are moving
These products, which both received local
beyond the aspirational, like frequent flier
support in test markets in 2003, allow users
miles, to the practical, which could be cash
to save time by simply “waving” their card at
back at a gasoline station, gifts of merchana scanner, eliminating the need for a reader.
dise or discounts at participating merchants.”
In an effort to draw new customers, card
One example is Visa’s new Duetto card in
companies also pursued the young adult marpartnership with Starbucks, which functions
ket though programs like MasterCard’s
like a regular Visa card letting users earn cash
Doing a duet: Visa users can earn cash
“Priceless Edge,” an essay contest which last
rewards redeemable at the coffee chain, and
and points redeemable at Starbucks.
year offered year-long sports and music
also serves as a reloadable Starbucks card.
internships, and Visa’s “Ideas Happen,” which rewarded entre“We’re making it more relevant to [the individual] as people
preneurial ideas with a $25,000 stipend. American Express
are demanding more and more of their plastic and expecting
wooed that audience through sponsorship of a Sting concert in
their cards to make life easier,” said Will Valentine, Visa’s manChicago under its Blue Cash brand and other music tie-ins.
ager of corporate relations.
With debit cards now accounting for 26 cents of every dolOther new programs included Discover’s Cashback Bonus
lar paid, card companies also continued to market those proPlus cards, offering up to 10% returns when redeemed at retail
grams via dedicated ads. Along with debit cards, prepaid gift
partners like Lands’ End and Cooking.com; and American
cards and travel cards—like those introduced in 2003 by DisExpress’ Blue Cash card, with a 5% back rewards component.
cover and American Express, respectively—are potential drivAmerican Express also introduced a customized Membership
ers of future growth. In addition, as TV audiences continue to
Rewards program with private concierge service for cardholders.
splinter, viral marketing such as American Express’ recent online
In addition, Robertson praised the company’s Open small busi“Seinfeld/Superman” vignettes, and event marketing, will play
ness network products, whose comprehensive offerings also
greater roles in the category.
include cash-back elements.
B
By Hilary Cassidy
T
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
GROSS
DOLLAR
VOLUME
(billions)
MEDIA
EXPENDITURES
(millions)
1. Visa
Visa USA, SF
BBDO, NY
$1,100.0
$291.0
6.97
94%
7.76
65.2
2. MasterCard
MasterCard Int’l., Purchase, NY
McCann-Erickson, NY
636.8
291.3
6.81
91%
7.34
61.4
262.1
274.0
6.52
77%
5.95
50.3
94.6
87.5
6.58
77%
6.28
52.0
9.2
2.4
5.85
38%
4.38
50.3
BRAND
3. American Express
American Express, NY
Ogilvy & Mather, NY
4. Discover
Discover Fin. Svcs., Riverwood, IL
Goodby, Silverstein, SF
5. Diners Club
Diners Club Intl., Chicago
Wunderman, Chicago
QUALITY
INTENT
EQUITY
Sources: The Nilson Report (gross dollar volume); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S36
JUNE 21, 2004
www.brandweek.com
Superbrands
ENTERTAINMENT
Brands Invade TV and Music,
But Movies Can’t Keep Pace
Concerned they might have to pay millions in make-goods to
advertisers for missed ratings guarantees, network types deflected the blame from their less-than-stellar shows. They suggested
uch like Rachel and Ross, all signs point to the continuthe problem was with the auditor, not the audience. They charing saga of TV’s full-on flirtation with branded content.
acterized Nielsen’s ratings system as flawed, and asserted that a
During 2003, American Express, Coors, AT&T, Pier 1, Pepmethodology switch had negatively affected the new numbers. In
si, Mitsubishi and others got more than walk-on roles in reality
other words, their ratings had been consistently crappy.
shows, while American Idol 2 contestants not only sat on Coke-red
Then, the multicultural clash began. Nielsen’s plan to launch
couches, but crooned in cheesy videos about all the
“local people meters” instead of its long-used diary system was
“Fun, Fun, Fun” they were having in Fords, and
met with heavy opposition, from Fox, among others. Networks and
faked orgasms for Clairol Herbal Essences shampoo.
multicultural groups fear the new method undercounts minority
But in this hotbed of hookups, some sour relaviewers and ratings points, which could result in millions of lost
tionships are creating the medium’s latest soap
ad dollars and, as a result, a drop in shows with minority casts.
operas, drawing more attention than usual to activNielsen countered that its new system would help advertisities on the small screen.
ers better target minority viewers and assist broadcasters in taiTo make room for the 16 hours of unscripted TV
loring shows to those audiences. At press time, Nielsen roundshows that will grace schedules this fall, networks
ed up an independent task force to assess the
are breaking up with the sitcom,
changes ahead of a congressional audit.
a middle-aged format in need of a
If TV wasn’t enough of a battleground,
seriously extreme makeover. Only five of last
consider the turbulent music world, which
year’s 19 new comedies will return, and the
continued its inexorable slide in 2003. There’s
genre has lost such long-running ratings-graba silver lining in those clouds: Year-over-year
bers as Friends and Frasier. That’s made for a
music sales have risen 9.1% in the first three
lot of handwringing among advertisers over
months of 2004, according to Nielsen Soundthis year’s upfront market, which, as of this
Scan. Albeit pessimists will be quick to note
writing, was on track to pull in over $9 billion
that besting the dismal album sales of the past
with CPM increases in the high single digits.
three years isn’t much to brag about.
Last fall, audience measurement firm
Even the most hardened cynic, however,
Nielsen Media Research (which like
Brandweek, is a unit of VNU) reported that Oh say can you OC: Music promo as plot would have a difficult time scoffing at the
escalation of iPod Nation. Throughout 2003,
in spite of all the sitcoms with plots involv- point was featured in Fox’s The OC.
legal downloading fueled the radio star, and
ing regular guys married to hot babes, male
it’s one of a few hopeful trends affecting the ailing industry.
viewers age 18-34 had vanished. Nielsen gauged their prime time
In April of last year, Apple launched its highly publicized
viewing rate as 7.7% lower than fall 2002, or about 4.5% per night.
iTunes Music Store, which allowed customers to quickly find,
In terms of the total day, viewership was down 14.7%. Where had
purchase and download music for 99 cents per tune. Instantly,
all the guys gone? To videogames, to the Internet, to more active
the brokering of MP3s became a popular sport. “iTunes’ brand
pursuits, some speculated, because the fall 2003 schedule was
campaign and the cross-marketing with the iPod put them way ahead
lacking in shows targeting young men.
By Becky Ebenkamp
M
LEAD AGENCY,
LOCATION
1. Warner Bros.
Time Warner, NY
MediaCom, New York
2. Buena Vista
Walt Disney, Burbank, CA
3. Sony Pictures
Sony, Culver City, CA
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$1,600.0
$522.3
6.84
82%
7.12
57.9
Various
1,520.0
430.2
6.72
34%
6.88
53.3
Universal McCann, New York
1,200.0
570.5
6.79
66%
7.14
56.6
4. Universal
NBC Universal, NY
OMD, New York
1,080.0
436.7
6.88
78%
7.15
58.6
5. New Line Cinema
Time Warner, NY
Carat, New York
922.0
193.6
7.03
43%
7.81
61.9
6. 20th Century Fox
News Corp., NY
MindShare, Denver
800.0
318.3
6.81
81%
7.45
60.3
7. Paramount
Viacom, NY
In-house
697.0
478.2
6.92
79%
7.30
59.0
8. Miramax Films
Walt Disney, Burbank, CA
Palisades Media, Snta Monica, CA
695.0
264.0
6.79
53%
7.36
57.1
9. MGM/UA
MGM, Los Angeles
OMD, New York
360.0
188.2
6.82
78%
6.96
55.6
DreamWorks, Univ. City, CA
GSD&M, Austin, TX
247.0
122.3
7.11
58%
7.82
61.8
10. DreamWorks
Sources: The Hollywood Reporter (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S38
JUNE 21, 2004
www.brandweek.com
OC: J. Lubin/FOX
TOTAL
SALES
(millions)
COMPANY NAME,
LOCATION
BRAND
ENTERTAINMENT
of the class,” said Beth Lerch, president of The B Company, a marketing communications firm specializing in music. “There were other sites out there already, but nobody made that huge consumer
impact, and iTunes came in and stole the stage.”
Now, a little over a year after Steve Jobs bowed his latest venture, over 100 legal music downloading sites exist worldwide,
among them eMusic.com, Musicmatch, Rhapsody, Limewire and
even that once-demonized downloader, Napster. And they’re having an impact: The burgeoning online music market sold more
than 25 million tracks from January to March 2004, per Nielsen
SoundScan, more than the number of tracks purchased over
the whole second half of 2003 (19.2 million).
In more passive media, artists and labels are looking for new
and novel ways to promote their tunes.
TV shows are using music to such a degree that it goes beyond
simple promotion; it’s a primary plot point in some cases. When
Geffen band Rooney, for example, made a guest appearance on
Fox teen drama The OC this season, the episode featured not just
song samples and amateur artist acting, but the show’s attractive
characters chattering about the band’s greatness, playing Rooney
CDs in their bedrooms and attending a much-ballyhooed concert.
NBC show Las Vegas did a similar deal with Maverick artist
Ben Jelen. An episode featured the singer gabbing with a character while soundchecking for a show at the casino, and his song
www.brandweek.com
Superbrands
accompanied an emotional montage in which a character who
was shipping off to Iraq said goodbye to his friends. “It was a
heck of a placement and didn’t seem overly forced,” Lerch said.
“Kudos to the label for working that out.”
Network “album cards,” which list soundtrack info at a show’s
end, definitely drive viewers to the Web site to find out the names
of the songs, Lerch added, noting that such plugs generally create a two- to three-week sales bump for both new and established
artists. “What I’m waiting to see next is for the TV shows to make
alliances with sites and wireless companies to share on the song
downloads they’re driving,” she said.
Commercials continue to be a great way to get heard, too:
Being the soundtrack to an iPod ad is nice work if you can get
it—just ask members of the band Jet. Another artist
embracing brands: David Bowie, who recently
allowed Audi to “mash” something old (the classic
“Rebel, Rebel”) with something new (“Never Grow
Old” from his current CD) for an ad. Additionally,
consumers were invited to create their own Bowie
song collages and vie for an Audi TT Coupe.
For the film world, 2003 saw its fair share of
hits—Finding Nemo, Pirates of the Caribbean and Lord
of the Rings: The Return of the King—but box office revenue fell short of its heady pace: ticket sales hit $9.42 billion in
JUNE 21, 2004
S39
ENTERTAINMENT
Superbrands
mega partner deals. Marketers feel as if studios
2003, slipping just 1% from the record $9.52 bilare signing on anyone and everyone, and worlion of the prior year. Spending on advertising
ry their brands are getting lost in the shuffle
by major studios, meanwhile, rose to $3.3 billion,
(and, as a result, at 99-Cent stores.) Studios are
up $200 million from the prior year with the averbecoming more conscious of this and trying
age price for making and marketing a film rising
to resist the temptation to take on a half dozen
to a whopping $100 million.
or more promotional partners per picture.
For studio marketers, the high costs make it
Warner Bros. reaped gains last year on its overimperative to find promotional partners with
hyped Matrix movies, but learned that brands
ready cash and to deftly satisfy businesses with
and filmmakers sometimes don’t mix. It intendifferent objectives. Merging art with commerce
tionally lined up only three partners—Pepsi,
will always pose a challenge, but heading off
Kraft and Amtrak—for The Polar Express, its
potential problems is easier for those who bring
November 2004 tentpole.
everyone, and their ideas, to the table early on.
Hollywood execs are also getting
“We’re making an effort to come up with cremore proactive in pitch meetings
ative in the beginning; sitting with our filmwith brand partners. Instead of
makers and companies we want to tie in with and
going in and outlining a film’s
saying, ‘Can we do this? Is this the way we want
to go?’” said Erin Corbett, svp-domestic pro- The color of money: Shrek 2 renews plot, Corbett and Louise Soper,
vp-national promotions, are armed
motions for Warner Bros. Pictures, the top the jolly green franchise.
with storyboards and specifics for
grossing studio with $1.6 billion in box office
brand tie-ins and other tools to get the creative
last year. “We hypothetically all sign off on this 18 months in
juices flowing. “They’re really responding to it,”
advance, so why not deal with it upfront to help avoid these issues
Soper said. “Even if it’s not something they end up
from coming up later?”
using, it gets them to see how a film partnership could work.” B
While flashy tie-ins abound, brands are getting fed up with
www.brandweek.com
JUNE 21, 2004
S41
Superbrands
FAST FOOD
Say Goodbye to ‘Super-Sizing’
But Hello to Real Profits
By Kenneth Hein
R
ight about this time last year, things looked grim for the
fast food giants. McDonald’s, Burger King and others
seemingly had no answer to shifting consumer tastes. One
look at the burger giants today, however, shows a sharply different picture. Thanks to feverish product innovation,
fresh advertising and a warm embrace of folks trying to live healthier lifestyles, the category has
rebounded.
Sales at the top 200 chains grew 5.5% to $158.3
billion last year, per Technomic, Chicago.
Category leader McDonald’s launched an adult
“Go Active” Happy Meal nationwide last month,
with a premium salad, bottled water, pedometer and
exercise booklet. The move followed a successful
pr push last year with Oprah Winfrey’s fitness guru,
Bob Greene, telling folks they can indulge at times so long as they
kept up with exercise and a balanced diet. Even kid’s Happy
Meals got healthier with sliced Apple Dippers.
All white-meat chicken nuggets, McGriddles breakfast items and
new Chicken Selects are keeping the registers ringing—even as
“super-sizing” was discontinued earlier this year amid a run of bad
press. McD’s saw record April sales, including double-digit growth
in the U.S. Of course, the ubiquitous “I’m Lovin’ It” effort from
assorted agencies has been hard to miss, with dozens of ads now in
rotation. In 2003, U.S. sales rose to $22.1 billion from $20.3 billion.
Burger King, which was on its way to being a poster child of
brand mismanagement, may have turned the corner. Earlier this
month, it promoted CFO John Chidsey to president. After 21 months
of shrinking sales, same-store results were up 4.4% this April. BK has
embraced a quirky ad strategy from new shop Crispin Porter +
Bogusky, Miami. It began with a revival of the chain’s “Have it
your way” tag in a series of spots, followed by a buzzworthy online
effort featuring a “Subservient Chicken” acting out visitor’s commands to help launch the Chicken TenderCrisp sandwich. Next up
were ads with imaginary fashion designer “Ugoff” for an entrée sal-
ad with a special pouch to keep shrimp, chicken or beef fillings hot.
A new Angus steak burger and a reformulated Whopper that
tastes more like the original round out BK’s menu options. The
offerings can only help as its 2003 sales were down for the second year in a row, dropping to $7.9 billion vs. $8.3 billion.
Wendy’s, meanwhile, may have found a TV pitchman to replace
its deceased founder Dave Thomas. Mr. Wendy, the chain’s “unofficial spokesman,” has touted salads at a house party thrown by
William Shatner, its Chicken Temptations sandwiches and its Super
Value menu. Wendy’s appears to be closing in on BK as 2003 sales
jumped by more than half a billion dollars to $7.4 billion.
Subway launched new ads, via Fallon, Minneapolis, only to cut
them short—and ultimately, fire the new agency—as consumers did
not get the joke. This summer, it will roll out toaster ovens to blow
a hole in the Quiznos Sub chain, which had been cruising along nicely. Quiznos hatched its own eyebrow-raising ad effort with anthropomorphic rodent-like “Spongemonkeys” this year via The Martin
Agency, Richmond, Va. But Subway can still have the last laugh:
its sales hit $5.7 billion, while Quiznos was up 43% to $818 million.
Pizza Hut, which had $5 billion in sales, hit upon one of pizza’s best innovations since the little discs that keep the box from
sticking to the cheese. Its 4forAll pies offer four square pies in one
box, enabling mom to have anchovies, dad to get pepperoni and
so on. Ads from BBDO, New York, featured pop tart Jessica Simpson, who showed up again to launch its Buffalo Chicken topping.
Meanwhile, chief competitor Domino’s Pizza filed for an initial public offering and is mulling new products, including a twolayer Doublemelt pizza. Domino’s, which posted $3 billion in
sales, plans on selling as much as $300 million in common stock.
KFC’s strategy has zigzagged since moving its account to FCB,
Chicago. It was criticized last year for portraying fried chicken
as healthy fare, but hopes it now has a stabilizing message with
its “Chicken Capital U.S.A.” campaign. KFC added an entire new
roasted chicken menu that it is pitching to younger health-conscious women. Competitor AFC Enterprises’ Popeyes Chicken
and Biscuits launched a $20 million effort in January, positioning itself as the choice for thrillseekers. Cramer-Krasselt, Chicago, handles. Tag: “Love that chicken at Popeyes” continues. B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
1. McDonald’s
McDonald’s, Oakbrook, IL
DDB, Chicago
$22.1
$547.5
2. Burger King
Burger King, Miami
Crispin, Porter + Bogusky, Miami
7.9
270.3
6.44
97%
7.65
61.8
3. Wendy’s
Wendy’s Int’l., Dublin, OH
McCann-Erickson, NY
7.4
297.3
6.86
96%
8.19
66.5
4. Subway
Doctor’s Assocs., Milford, CT
Fallon, Minneapolis
5.7
248.1
6.97
95%
8.27
67.6
5. Taco Bell
Yum! Brands/Taco Bell, Irvine, CA
FCB, San Francisco
5.3
200.7
6.50
92%
7.53
61.3
6. Pizza Hut
Yum! Brands/Pizza Hut, Dallas
BBDO, NY
5.0
171.3
6.66
96%
7.74
63.6
7. KFC
Yum! Brands/KFC, Louisville, KY
FCB, Chicago
4.9
222.3
6.51
95%
7.55
61.1
BRAND
QUALITY
6.35
INTENT
98%
7.51
EQUITY
61.4
8. Starbucks
Starbucks, Seattle
Wieden + Kennedy, Portland, OR
3.7
8.1
6.79
74%
7.06
57.5
9. Domino’s Pizza
Domino’s Pizza, Ann Arbor, MI
3.0*
114.3
6.42
92%
6.87
56.5
10. Dunkin’ Donuts
Allied Domecq, Randolph, MA
Hill Holiday, Boston
3.0*
50.2
6.76
85%
7.46
60.2
S42
JUNE 21, 2004
Sources: Technomic (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
FINANCIAL SERVICES
Economic Factors Portend
Shift Away from Consumers
By Todd Wasserman
competitive and banks are spending more on advertising just to
keep up. Bank of America, for instance, increased its marketing
costs by $232 million, per its annual report, though $105 million
n one respect, it was a quiet year for financial services marketers
of that went to direct marketing for B of A’s credit card business.
as Citibank, J.P. Morgan Chase, Merrill Lynch, Washington
Gordon Goetzmann, managing vp of First Manhattan, New
Mutual and others stuck with ongoing campaigns. At the same
York, said the traditional measure of marketing spending for the
time, however, a big story was brewing in the category: the fourcategory is 1.8% of revenues, but some, like Charter
year love affair with consumers began to sour.
One, have surpassed 4%. “I expect to see some of
Many observers are bullish that firms will continue opening
the marketing reined in,” Goetzmann said.
banks at a torrid pace, requiring bigger ad spends, but those preRichard Bove, managing director at Hoefer and
dictions come with a galaxy of asterisks. In its 2003 year-end report,
Arnett, a San Francisco-based financial analyst firm,
Merrill Lynch said increased competition among regional banks
said he believes that in about six months, banks will
would lead bigger players to up spending to defend their turf. It
realize that the market is oversaturated and then
also speculated that rising network TV costs would force banks to
cut back on opening new branches and, by extenspend 15-20% more to maintain their 2003 awareness levels.
sion, on advertising. “If things stay as they are, there
Rodrigo Quintanilla, the report’s author, noted that rising interwill be a new bank opening every three and a half
est rates could chill the influx of cash that went to mortgage ads.
hours,” said Bove. “That’s unsustainable.”
There is evidence that the mortgage sector has in fact hit its apex
Since 2000, banks have set their sights
and is now leveling off. Refinancing, which
on consumers as many businesses defaulted
accounted for 66% of all mortgage loan applion loans. Bove said financial services is a
cations last year, per the Mortgage Bankers
highly cyclical industry and at some point,
Association, is no longer so hot now that 30banks will go back to targeting businesses
year rates are approaching 6%. Freddie Mac,
rather than consumers. When that happens,
the nation’s No. 2 buyer of mortgages, prehe said, banks will begin spending less on
dicted refinancing will continue to decline. The
wooing consumers, so Sunday hours will be
slowed refinancing market should have an
gone and nuisance fees will return.
effect on the finance and mortgage category,
So much for banks, but what about ads for
whose ad spending rose 32% to $543 million
stock trading? With the Dow around 10,000
in 2003, per TNS/CMR.
and the Nasdaq flirting with 2,000, can we
Though mortgages only represent about All the way to the bank: In WaMu spot,
a tenth of the $5 billion financial services cat- cheery mom ignores son-induced whiplash. look forward to a return of Ameritrade’s
mohawk-wearing Stuart or E*Trade’s monkey?
egory, the rise in mortgage ad spending
Ameritrade, which swallowed up Datek in 2002, continues
accounted for about a third of the overall 8.5% rise in the segto “aggressively advertise” its services, per the company’s 2003
ment. That disproportionate income on the way up could have
annual report. Indeed, Ameritrade boosted its spend from $72.4
a similar effect on the way down.
million to $90.4 million from fiscal 2002 to 2003, per the report.
Another cause for concern, voiced by the Federal Deposit
E*Trade, however, cut its spend 15%, from $45.6 million in 2002
Insurance Corp., among others, is that the housing bubble may
to $31.8 million in 2003.
burst, which, in combination with rising consumer debt, could
As for the zany ads of yore, Jerry Gramaglia, former CMO
result in defaults on loans. Even if that doesn’t happen, the FDIC
of E*Trade, who is now entrepreneur-in-residence at ArrowPath
warns that high credit-risk households have loaded up on debt,
Venture Capital in Menlo Park, Calif., said he’d like to see a
potentially leading to more loan defaults. In which case, banks
return of such efforts. But he suspects that times have changed.
will lose revenue and will likely think advertising to woo con“There’s been a direction that says [online trading] is movsumers isn’t such a hot idea.
ing from adolescence to maturity and becoming more traditional,
Those caveats aside, however, there is ample support for Quinmore conventional,” he said.
tanilla’s claim that the financial services sector is getting more
B
I
TOTAL
ASSETS
(billions)
MEDIA
EXPENDITURES
(millions)
$1,264.0
$226.0
6.23
56%
5.68
44.9
770.9
43.0
6.30
35%
5.73
45.2
736.5
165.0
6.35
74%
6.06
50.6
602.8
129.0
6.39
31%
5.72
44.8
Boathouse Grp., Needham, MA
494.5
36.0
6.21
46%
5.23
41.8
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Citigroup
Citigroup, NY
Fallon, Minneapolis
2. J.P. Morgan Chase
J.P. Morgan Chase, NY
Foote, Cone & Belding, NY
3. Bank of America
Bank of America, Charlotte, NC
Interpublic, NY
4. Morgan Stanley
Morgan Stanley, NY
5. Merrill Lynch
Merrill Lynch, NY
BRAND
QUALITY
INTENT
EQUITY
Sources: Brandweek research (assets); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S43
Superbrands
FOOD
Crowded Low-Carb Market
To Face New FDA Guidelines
By Sonia Reyes
Q
uick: how many low-carb products were introduced in
2003? The answer: about 633. Now, how many have
rolled out so far this year? That would be 1,051, per
research firm Mintel Group, Chicago. Before long, the next time
someone says there are “thousands” of low-carb products on
supermarket shelves, he or she won’t be kidding.
America last year officially became Low-Carb
Nation. As evidence, one could cite the tens of millions of individuals on the Atkins, South Beach or
some other high-protein diet. Or, one could note that
restaurants are serving Atkins-approved menus and
burgers without the buns; Krispy Kreme is planning low-sugar doughnuts; breakfast eaters are skipping orange juice; dieters are avoiding Slim-Fast;
and even Italians, perhaps, are eating less pasta.
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
Saatchi & Saatchi, NY
$330.0
$39.6
7.21
95%
7.97
67.8
277.3
7.4
6.98
92%
7.37
62.7
General Mills, Minneapolis
256.5
42.4
7.03
87%
7.60
63.1
Kraft Foods, Rye, NY
Ogilvy & Mather, NY
229.7
11.6
6.73
69%
7.15
57.8
Campbell Mithun, Minneapolis
190.4
15.0
6.61
68%
6.96
55.6
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Cheerios
2. Frosted Flakes
Kellogg, Battle Creek, MI
3. Honey Nut Cheerios
4. Honey Bunches of Oats
5. Cinnamon Toast Crunch
BRAND
For major food and beverage manufacturers, the trend that
began as a trickle in 2002 last year triggered a flood of reducedcarb comestibles: everything from pasta, bread and cereal to milk,
yogurt and condiments. With Heinz, Sara Lee, Kellogg, General Mills, ConAgra, Dannon and Kraft now all on board, trade
publication LowCarbiz projects sales of low-carb products will
reach $30 billion by year’s end.
Yet, too many products could spoil the low-carb party. “Now
that the big guys have joined the picture, I see a shakeout of smaller brands that have outlived their usefulness to retailers,” cautioned
Ken Harris, partner at Cannondale Associates, Wilton, Conn.
A key question regards consumer response to potential governmental changes. The Food and Drug Administration is expected to address carbohydrate and trans-fat labeling issues this year.
The FDA may set standards as to what constitutes “low-carb”
or “reduced-carb”—designations that marketers prominently display on-pack and in advertising efforts—as well as “net carbs,”
QUALITY
INTENT
EQUITY
READY TO EAT CEREAL
CEREAL BARS
1. Nature Valley
Campbell Miithun, Minneapolis
$146.8
$7.7
6.62
70%
7.16
56.9
2. Chewy Granola
Quaker Oats, Chicago
Element 79, Chicago
138.3
12.7
6.66
77%
7.13
56.6
24.9
6.51
75%
6.87
54.1
6.92
92%
7.43
62.1
6.09
47%
6.35
48.4
3. Nutri-Grain
109.2
4. Rice Krispies Treats
79.9
5. Milk ’n Cereal Bars
70.5
17.1
N/A
COOKIES
1. Oreo
Nabisco, East Hanover, NJ
FCB, NY
$524.2
$8.6
7.37
96%
8.36
71.6
2. Chips Ahoy
FCB, NY
356.3
2.8
6.99
92%
7.96
65.5
3. Chips Deluxe
Keebler, Elmhurst, IL
135.5
3.3
6.97
63%
7.84
62.7
4. Pepperidge Farm Dstnctive
Campbell Soup, Camden, NJ
Young & Rubicam, NY
133.3
5.4
7.18
76%
7.83
62.7
5. Newtons
FCB, New York
132.6
2.9
6.75
71%
7.27
58.2
1. Ritz
Kraft Foods, Glenview, IL
J. Walter Thompson, Chicago
$328.6
$16.5
7.22
97%
8.22
68.7
2. Cheez-Its
320.0
23.6
6.93
89%
7.67
63.3
3. Wheat Thins
Kraft Foods, East Hanover, NJ
277.0
18.2
6.80
86%
7.67
61.9
4. Pepperidge Farm Goldfish
Campbell Soup, Camden, NJ
Young & Rubicam, NY
257.9
16.2
6.98
89%
7.76
63.8
CRACKERS
5. Premium Saltines
N/A
228.1
6. Triscuit
204.7
N/A
16.0
7.00
84%
8.13
65.5
6.72
85%
7.54
60.2
Sources: Information Resources (sales per year ending Dec. 28, 2003); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S44
JUNE 21, 2004
www.brandweek.com
Superbrands
FOOD
a term often used to signify only those carbs that hike up bloodsugar levels. The FDA is also releasing a new food pyramid in
2005, with changes expected to include a recommendation that
50% of daily carb intake be from whole grains.
Prior to his death last April, Dr. Robert Atkins built his legacy in the privately-held company he founded, New York-based
Atkins Nutritionals, which continues to expand with a spate of
new products, increased marketing budgets, new licensing agreements (Subway, TGI Friday’s) and widening retail distribution.
Sales of Atkins-branded products totaled $148 million in 2003,
up 225% from 2002, per Information Resources.
Last October, Boston investment group Parthenon Capital
and Goldman Sachs together purchased an 80% stake
in Atkins Nutritionals for $666 million. Parthenon
co-founder Ernest Jacquet said that the investors
are exploring the possibility of taking Atkins Nutritionals public late this year or in 2005.
At the same time, food companies have begun
seeking alternative alliances. Kraft earlier this
month agreed to promote some of its products
using the trademark of the South Beach Diet.
A noteworthy introduction in 2003 was Sara
Lee Delightful Breads, with nine carb grams per
slice. After five months on-shelf, Delightful is the best-selling
BRAND
brand in the Bakery Group and the ninth best-selling bread in
the country, per IRI sales data provided by Sara Lee. Even Heinz
resorted to a low-carb intro with One Carb Ketchup. Over in
the cereal aisle, marketers were slower to join the fray. For a while,
they focused on the hottest new addition: freeze-dried fruits.
Specifically, it was the year of the berry. Noting Kellogg’s runaway success with Special K with Red Berries in 2002—which rang
up $100 million in sales in its first year—General Mills rolled out
Berry Burst Cheerios in Strawberry and Triple Berry. Kraft studded Post Honey Bunches of Oats with strawberries, and Kellogg followed with its Fruit Harvest cereals in Apple and Berry SKUs.
By year’s end, cereal marketers figured they had the right
answer to low-carb products. General Mills was first out of the
gate in March with the launch of Total Protein. “Nearly 70% of
consumers are limiting their carb intake, but finding foods that
taste good and offer variety in their diets is challenging,” noted
Peggy Stang, marketing manager for Total Protein.
Kellogg fired back with low-carb Special K, with nine net
carbs per serving trumpeted on-pack, as well as a campaign via
Leo Burnett, Chicago. No. 2 cereal player Kraft is bowing several products behind its CarbWell brand, including cereals, cereal bars and salad dressings. Kraft Post will launch two low-carb
cereals this month, just as Quaker Oats bows its Q-Smart brand
of low-carb and zero trans-fat bars and other items.
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
BBDO, Minneapolis
$849.6
$4.3
7.08
94%
8.19
67.8
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
QUALITY
INTENT
EQUITY
SALTED SNACKS
1. Lay’s
2. Doritos
BBDO, Minneapolis
743.1
3.4
7.00
95%
8.06
66.6
3. Tostitos
GSD&M, Austin, Texas
460.1
0.8
6.90
90%
7.91
63.8
4. Cheetos
BBDO, Minneapolis
390.2
0.2
6.79
88%
7.58
62.0
5. Ruffles
BBDO, Minneapolis
337.8
11.8
6.89
92%
7.89
64.6
$407.8
$14.8
6.49
52%
6.69
52.6
FROZEN DINNERS AND ENTREES
1. Lean Cuisine Cafe Classics
Nestlé, Glendale, CA
Euro RSCG MVBMS, NY
2. Stouffer’s
Euro RSCG MVBMS, NY
381.1
2.2
6.58
75%
7.35
57.8
3. Hot Pockets
Euro RSCG MVBMS, NY
287.2
9.7
6.43
81%
7.19
57.3
4. Lean Cuisine
Euro RSCG MVBMS, NY
261.7
0.02
6.47
77%
6.82
53.9
Euro RSCG MVBMS, NY
233.3
16.1
6.66
64%
7.18
56.5
Heinz, Pittsburgh
DDB, San Francisco
229.0
2.4
6.36
48%
6.95
53.6
` 5. Stouffer’s Family Style
6. Smart Ones
FROZEN PIZZA
1. DiGiorno
FCB, Chicago
$491.1
$29.6
N/A
N/A
N/A
N/A
2. Tombstone
FCB, Chicago
333.5
0.8
N/A
N/A
N/A
N/A
3. Red Baron
Schwan Food, Marshall, MN
269.4
3.5
N/A
N/A
N/A
N/A
4. Freschetta
Schwan Food, Marshall, MN
208.5
5.4
N/A
N/A
N/A
N/A
5. Totino’s
181.8
0.0
N/A
N/A
N/A
N/A
COFFEE
1. Folgers
Procter & Gamble, Cincinnati
$402.3
$23.6
6.95
84%
7.31
60.3
2. Maxwell House
Kraft Foods, Tarrytown, NY
Ogilvy & Mather, NY
286.6
12.2
6.80
83%
6.83
56.9
3. Starbucks Ground
Ogilvy & Mather, NY
134.0
8.5
6.78
70%
6.55
53.3
4. Maxwell House Mstr Blend
N/A
105.4
6.75
73%
6.71
55.4
N/A
S48
JUNE 21, 2004
www.brandweek.com
Superbrands
FOOD
The Atkins backlash, meanwhile, is well underway. The U.S.
Potato Board launched a $1.8 million national print effort in January that touted the nutritional benefits of potatoes. Linda
McCashion, a board rep, said her research showed that after six
months, “consumers have an improved awareness of potatoes’
benefits, which hopefully will eventually translate into sales.”
Trying to put some starch in their message, more than 150 pasta manufacturers convened in Rome earlier this year to develop
a counterattack to Atkins. Barilla, the leading pasta maker, said
it has no plans to introduce a low-carb pasta. American Italian
Pasta rolled such a line in February.
Weight-loss products also suffered from the Atkins effect. In
its first major marketing push since being acquired by Unilever
in 2000, Slim-Fast launched Savory Meal Options, a low-cal
microwaveable line of pastas and soups that Whoopi Goldberg is
currently touting in national TV ads, via Grey, New York.
Soy, meanwhile, showed no signs of abating. Big G launched
its soy-based SmartStart cereal, while White Wave stepped up marketing behind Silk. Ads via Arnold, Boston, showed consumers
how Silk can blend with any lifestyle. Silk sales last year jumped
21.4% to $231 million, per IRI, while soy milk sales overall were
up 18.6% to $307.9 million for the year ending Dec. 28.
On the convenience front, ConAgra Foods built on its Healthy
Choice franchise last summer by rolling out Flavor Adventures
BRAND
COMPANY NAME,
LOCATION
medley of Asian, French, Italian and American regional entrees.
ConAgra offered a first in frozen foods: an on-pack “Try me free!”
money-back guarantee for six months. Heinz also heeded the convenience call last year with an innovative packaging format for
its new EZ Marinader in a pouch, which cuts back prep time via
a marinade bag that holds up to three pounds of meat.
Going forward, obesity should remain a hot-button issue.
Frito-Lay preempted other snack marketers last year in phasing
out trans-fats in its chips; it also made its first foray into the natural/organic segment with a seven-SKU Naturals line of lowfat and low-sodium chips. Tostitos were made with organic blue
and yellow corn, and Ruffles came with reduced fat.
Kraft, however, recently scrapped last year’s plans to cut portion sizes. Research showed consumers prefer to have
the choice of whether to go with smaller portions,
the company said. Kraft will offer a broad range
of portion-size packages, including snacks in small
packages such as its new Nabisco 100-Calorie Packs.
For their part, nutritionists remained cautious
about low-carb diets. Said Ruth Lahmayer, a registered dietician based in La Crosse, Wis., “I applaud
marketers for rolling out so many food options
addressing wellness, but I think some consumers are
looking for a quick fix to their weight problems.”
B
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
ICE CREAM
1. Breyers
Unilever, New York
$658.9
$5.6
7.23
87%
8.13
66.7
2. Dreyer’s Edy’s Grand
Goodby Silverstein, SF
474.2
4.6
7.11
53%
8.01
64.2
3. Blue Bell
Blue Bell Crmies, Brenham, TX
In-house
241.6
3.3
7.13
29%
7.67
61.9
REFRIGERATED ORANGE JUICE
1. Tropicana Pure Premium
Element 79, Chicago
$1,417.5
$49.8
7.26
87%
8.30
68.0
2. Minute Maid
Coca-Cola, Atlanta
Doner, Southfield, MI
544.2
13.7
7.12
88%
8.01
65.6
3. Florida’s Natural
Citrus World, Lake Wales, FL
WestWayne, Atlanta
276.8
23.6
7.05
71%
8.07
64.5
REFRIGERATED YOGURT
1. Yoplait
$326.9
$28.7
6.88
71%
7.55
60.7
2. Dannon
Dannon, Tarrytown, NY
Young & Rubicam, NY
202.6
9.3
6.80
78%
7.41
59.4
3. Dannon Light ‘n Fit
Dannon, Tarrytown, NY
Young & Rubicam, NY
200.4
17.6
6.65
57%
7.04
56.2
SOY DRINKS
1. White Wave Silk
Dean Foods, Dallas
$231.2
$5.8
6.72
27%
6.40
52.1
2. 8th Continent
34.9
0.1
6.84
10%
6.66
52.5
3. Sun Soy
Dean Foods, Dallas
N/A
10.7
0.2
6.41
8%
6.03
45.2
LUNCHEON MEATS
1. Oscar Mayer
Kraft Foods, Madison, WI
$813.0
$20.4
6.77
87%
7.50
61.1
2. Hillshire Farm Deli Select
Sara Lee, Chicago
Element 79, Chicago
166.3
9.4
6.61
64%
7.21
56.1
3. Butterball
ConAgra Foods, Omaha, NE
Grey, NY
154.8
2.5
6.59
67%
7.23
55.7
MEAT ALTERNATIVES
1. Morningstar Farms
Arc Marketing, Greenwich, CT
$73.7
$0.3
6.58
24%
6.43
51.1
2. Boca Burger
Kraft Foods, Madison, WI
FCB, Chicago
58.8
5.9
6.33
29%
6.48
50.6
3. Gardenburger
Gardenburger, Portland, OR
RPA, Chicago
35.6
0.0
6.25
23%
6.32
49.4
www.brandweek.com
JUNE 21, 2004
S49
Superbrands
FOOTWEAR /ATHLETIC
Shoe Companies Use Body
And Sole to Track Down Sales
struggled to resonate in North America, and sales last year declined
7.4%. But the company is moving more design responsibility to its
Portland, Ore., headquarters, and John Shanley, managing direcith few exceptions, the athletic shoe industry was a modtor of Wells Fargo Securities, said early results “are the best-lookel of consistency in 2003, following its footsteps of the
ing [product] from the chain in probably five years.”
prior year. Sporting Goods Intelligence reported U.S. sales
New Balance, the largest privately held athletic shoemaker in
at $8.25 billion, up 3.2%, led by midpriced fashion-oriented and
the U.S., had flat sales in ’03 with its high-end product for serious
retro styles from medium-sized lifestyle brands. Of the four largest
athletes and baby boomers. The ongoing “N is for Fit . . . N is for
players—Nike, Reebok, New Balance and Adidas,
Performance” effort features feet photographed in black-and-white
which make up about 70% of the market and genin performance stances with a colorful “N” on the side of the foot.
erally have a more performance-oriented positionReebok, the lone gainer among the majors, notched increases
ing—only Reebok’s revenue jumped significantly.
of 11% by practicing smart brand differentiation and taking advanThe rest were flat or saw slight sales declines.
tage of a transitional year in the retail environment. On the perThe major increases in the category went to such
formance side, Reebok introduced running and training lines along
brands as K-Swiss (up 50%), Converse (35%) and
with a campaign themed, “Wear the Vector. Outperform,” which
Puma (42%,) which attracted the youthful or fashhighlighted its athlete endorsers, including Allen Iverson, Ray
ion customer with unique marketing strategies.
Lewis and Andy Roddick, and its NFL and NBA alliances. Reebok
K-Swiss’ ads featured “regular” people rather than
also put support behind its Classic line, which fit the
well-known athletes; its new campaign is
retro fashion trend and saw 18% sales gains in ’03,
themed, “Put your spin on it.” Converse played up
and its young male-targeted Rbk sub-brand. With
its heritage: Vintage-flavored ads focused on oldendorsers like hip-hop artists Jay-Z and 50 Cent, it
school basketball while the introduction of the conaccounted for 15% of Reebok’s sales last year.
troversially named Loaded Weapon performance
Reebok and others also benefited from a Nikeline tied back to its 1980s Weapon shoe. And Puma
Foot Locker dispute dating back to 2002. With top
engaged in joint guerrilla marketing with trendy
Nike product pulled from Foot Locker stores, the
brands like BMW’s Mini, practiced smart product
retailer brought in replacement offerings from rivals.
placement and ran limited offbeat ads featuring, for
The feud was resolved last November, and Foot
example, the Jamaican Olympic team.
Locker again carries a broad assortment of Nike
Concurrently, category giant Nike, which spends
product—in fact, plans include some joint marketabout 11-12% of sales on marketing, saw sales dip 1.5%
ing—but the inroads made by Nike’s competitors
behind the retro trend. To address that market, Nike
are likely to stick. The Nike-Foot Locker truce is even
acquired Converse last summer. Its successes includmore significant as the retail giant is expanding its
ed the ads and support for its Shox shoe, and its
Show business: New Balance
market share from 19% to 25% with its purchase this
financial fortitude in signing as endorsers top NBA
ad features product and user.
year of 353 Footaction stores, the result of bankrookies LeBron James and Carmelo Anthony.
ruptcy filings by Footaction parent Footstar (another 287 FootacAdidas may have the NBA rookie market cornered in 2004, howtion stores are closing). Though retailers will still opt for the prodever, having signed straight-to-pro high schoolers Sebastian Telfair
uct diversity demanded by consumers, the consolidation means
and Josh Smith to expensive deals. Joining NBA stars, including
weaker brands will have a more difficult time competing as the
MVP Kevin Garnett and Tim Duncan, they will add marketing firemajor players, both on the retail and product side, exercise their
power to the company, which this year unveiled its “Impossible is
financial muscle, according to Shanley.
Nothing” ad effort. Adidas’ more European-styled product has
B
By Hilary Cassidy
W
COMPANY NAME,
LOCATION
BRAND
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
1. Nike
Nike, Beaverton, OR
Wieden + Kennedy, Portland, OR $3,005.0
2. Reebok
Reebok, Canton, MA
Arnell Group, NY
1,036.0
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$145.8
6.88
87%
7.16
59.6
30.4
6.73
81%
6.78
55.3
3. New Balance
New Balance Athl. Shoe, Boston
Euro RSCG MVBMS, NY
910.0
10.3
6.92
59%
7.21
57.9
4. Adidas
Adidas America, Portland, OR
TBWA, LA; 180, Amsterdam
750.0
34.1
6.72
76%
6.84
55.6
5. K-Swiss
K-Swiss, Westlake Vill., CA
Gale Group, NY
369.0
18.6
6.45
36%
5.96
54.4
6. Converse
Converse, North Andover, MA
Butler, Shine, Stern, SF
245.0
5.3
N/A
N/A
N/A
N/A
7. Vans
Vans, Santa Fe Springs, CA
In-house
194.0
5.7
6.69
34%
6.42
51.6
8. Asics
Asics America, Irvine, CA
VitroRobertson, San Diego
178.0
8.8
N/A
N/A
N/A
N/A
Sources: Sporting Goods Intelligence (sales; figures are wholesale + outlet/concept stores for U.S. only); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S50
JUNE 21, 2004
www.brandweek.com
Superbrands
HEALTH & BEAUTY
Crest Gaining on Colgate;
Blade Wars Reslice Market
sold only $36 million more last year than Crest ($368 million in
2003, versus Crest’s $332 million), as compared with the $56 million sales difference in 2002, when Colgate’ sales were $397 mileauty is more than skin deep, as evidenced by the continlion versus Crest’s $341 million.
ued escalation in the oral care category. While Colgate
Unilever, meanwhile, sold its four oral care brands last fall
remains the top-selling toothpaste brand, Crest has narto Church & Dwight, maker of the Arm & Hammer brands.
rowed the gap by quickly introducing new toothpaste varieties,
The company paid $104 million for three value brands—Aim,
in some cases leaving Colgate to follow with me-too items.
Pepsodent and Close Up—in addition to its higher-priced
Consider Crest Whitening Expressions: With
Mentadent toothpaste. A repositioning of Mentadent includes
seemingly nothing left to do to jazz up toothpaste,
print ads that tout its ability to whiten teeth within 14 days.
Procter & Gamble launched the colorful line,
Church & Dwight last year also picked up the rights to
which consists of Cinnamon Rush, Citrus Burst
Enamelon, and has recently relaunched the toothpaste as
and Extreme Herbal Mint. The items are meant to
Enamel Care. The original product had grown into a $20 milappeal to ethnic and younger consumers—or, as
lion-plus brand by the late ’90s, but its parent company ultione P&G marketing director put it, “experientialmately folded following major debt and cash
seeking consumers.”
flow problems. The brand is now being posiTo play up the point, Crest
tioned as a “re-mineralizing toothpaste” to
has been using pitchman Emeril
rebuild enamel on teeth with liquid calcium.
Lagasse, the Food Network chef
Gillette is looking to broaden its oral care
known for his spicy New Orleans-style cookofferings beyond its current Oral-B products.
ing and peppy shtick. In TV ads via Saatchi
In March the company announced it was
& Saatchi, New York, he is seen brushing his
acquiring the $73 million Rembrandt line of
teeth while employing his trademark phrases,
at-home and professional tooth whitening
“Bam!” and “Kick it up a notch.”
products from Den-Mat.
In response, Colgate recently launched its
Whitening continues to be a hot segown extensions, Colgate Sparkling White toothment in oral care, with P&G and Colgate
paste in Cinnamon Spice Gel with Mint Zing
extending pitches for home whitening kits
Baking Soda and Peroxide. Such efforts to use
and dentrifice products into toothbrushes.
highly flavored products to lure, for example, Express yourself: Crest’s resurgence
P&G has been touting the whitening abiliHispanic consumers, is not unlike those of mar- comes via several new products.
ty of its battery-operated Spinbrush toothketers within the household products category
brush. It is also positioning Crest as a beauty brand with a
(see page S56), where manufacturers have been offering a growing
women-only print campaign for Spinbrush Pro Whitening.
number of highly scented detergents and fabric softeners.
Ads show the toothbrush alongside makeup brushes, with
Crest’s efforts are working. Based on the top 15 items in the
copy: “Blend. Shade. Define. Whiten.” Smaller copy mentoothpaste category, per Information Resources Inc., Colgate
By Christine Bittar
B
COMPANY NAME,
LOCATION
BRAND
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
BAR SOAP*
1. Dove**
Unilever, Greenwich, CT
Ogilvy & Mather, Chicago
$232.6
$25.7
6.93
87%
7.50
61.5
2. Dial
Dial, Scottsdale, AZ
GSD&M, Austin, TX
94.8
3.2
6.67
88%
7.05
58.1
3. Irish Spring
Colgate-Palmolive, New York
94.3
0.0
6.63
81%
6.73
55.2
4. Zest
Procter & Gamble, Cinn.
Grey, New York
52.8
12.2
6.55
81%
6.63
54.2
5. Caress
J. Walter Thompson, New York
51.6
3.2
6.58
65%
6.63
52.5
1. Colgate
Colgate-Palmolive, New York
$367.7
$201.9
7.02
94%
7.77
64.9
2. Crest
331.8
66.6
7.21
96%
8.20
69.1
3. Sensodyne
GlaxoSmithKline, Pittsburgh
Grey, New York
55.6
11.6
N/A
N/A
N/A
N/A
4. Aquafresh
Grey, New York
49.4
28.4
6.59
82%
7.07
56.5
5. Mentadent
Church & Dwight, Prncton, NJ
Barefoot, Cincinnati
27.4
0.0
6.55
54%
6.66
53.4
TOOTHPASTE
* includes top 15 deodorant and non-deodorant SKUs; ** includes Dove Nutrium
S52
JUNE 21, 2004
www.brandweek.com
Superbrands
HEALTH & BEAUTY
largely on the introduction of four-blade Quattro, which brought
tions a guarantee of whiter teeth in 14 days.
in sales of $15 million in the same period, per IRI. Those sales
Colgate is pitching a new manual toothbrush as offering betappeared to dig into Gillette’s Mach3 and Mach3 Turbo, down
ter whitening ability. The product is said to “remove stains 30%
27% and 14%, respectively. (Sales of No. 2 brand Mach 3 Turbo
better than an ordinary toothbrush.”
were $29 million as of April 18.) Sales of refill blades tell the bigIn haircare aisles, like cosmetics, marketers are increasingly
ger story, and Quattro refills are only at $11 million thus far. To
targeting ethnic groups. The big players are introducing hairboost Quattro trial, Gillette has been offering bonus packs and
care products made for African Americans under their larger
discounts on starter kits as well as blades.
brand banners, versus niche brands like Soft Sheen-Carlson,
In the last month, Gillette introduced an ad campaign for its
owned by L’Oréal.
battery operated Mach 3 Power razor. A campaign via BBDO,
P&G earlier this year launched Pantene Pro V Relaxed &
New York, features top Nascar drivers, including Dale Earnhardt,
Natural, “created for women of color” and packaged in dark
Jr. and Jimmie Johnson. Gillette also inked a
bronze and mocha-colored bottles. The line
three-year marketing deal with English soccer
includes Pantene Pro V Intensive Moisturizing
phenom David Beckham, who will begin appearshampoo, Intensive Moisturizing
ing in an ad campaign breaking in Europe in July.
conditioner and styling aids suiting
And let us not forget: The Botox backlash
the needs of coarse, dry and fragile
was bound to happen sooner or later. While busihair (Daily Oil Cream Moisturizer,
ness is booming for dermatologists who adminWrap and Set Lotion and Intensive
ister cosmetic procedures—Botox, chemical peels
Oil Sheen Spray).
and collagen injections—manufacturers of skin
In addition, L’Oréal introduced
creams and lotions have been marketing their
an extension of its Vive haircare
products as cheaper, less invasive alternatives to
line called Nutrillum, marketed for
getting shot up with a needle.
“smoothing.” Andrew Jergens introCompanies have been running TV ads that
duced an African American-targeted body lotion
show images of a hypodermic needle or a sterile
called Jergens Ash Relief Moisturizer, which
doctor’s office, including L’Oréal’s Advanced
addresses the needs of black women who often
Wrinkle Corrector and Dermo Smoother with
complain about drying skin getting flaky and
assuming an ash-colored tone.
Schick it to ’em: Quattro upped Boswelox, P&G’s Olay Regenerist and Avon’s
Anew Clinical Line and Wrinkle Corrector.
Last year also saw a surge in specialty hair- the ante in the blade wars.
“Many women are curious about [dermatocare launches. Ralph Lauren extended its
logical] procedures but are reluctant about the price, and the
youngest-skewing fragrance Ralph with accessories/ancillary
potential of temporary burns and irritation,” said Maria
products such as shampoo. Victoria’s Secret, which has been
Beltrametti, director global advertising at Avon.
growing its beauty unit with new fragrances and color cosWhile products like these are popping up to ensure sales
metics, is introducing a haircare line called So Sexy that is
don’t erode in the face of treatment options like Botox, beauty
expected to be in full distribution by summer’s end. By that
marketers say they are offering alternative products to expentime, it will also introduce a second hair line, called Garden
sive office visits.
Sensuous Shine.
Said Lisa Borak, Avon’s director of global skincare: “Most
In the razor area, the blade wars between Gillette and Schick
compelling for a majority of women is getting these great results
have been heating up since Energizer acquired the Gillette brand
and being able to do it at home.”
in 2003. Sales of razors are up 17% for the year ended April 18,
B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
1. Pantene
Grey, New York
$173.4
$163.0+
2. Head & Shoulders
114.4
4. Clairol Herbal Essences
Kaplan Thaler, New York
72.3
4. Dove
48.5
5. Garnier Fructis
Publicis, New York
41.6
388.9
$135.4
$14.1
103.6
24.7
6.79
45%
6.06
48.9
92.0
64.7
6.68
55%
5.80
48.1
BRAND
QUALITY
INTENT
EQUITY
SHAMPOO*
6.80
75%
7.24
58.7
22.9
N/A
63.0**
6.73
N/A
N/A
N/A
76%
6.97
56.1
61.3**
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
6.63
55%
5.85
48.2
HAIR COLOR
1. L’Oréal Preference
2. L’Oréal Excellence
3. Clairol Nice ’N Easy
Grey, New York
4. L’Oréal Feria
81.8
27.7
6.66
37%
5.94
47.6
5. Just For Men
Combe, White Plains, NY
In-house
73.8
18.1
6.02
41%
4.11
32.5
* Includes top 15 shampoo SKUs (regular and dandruff); **Includes media for shampoo and conditioners; +Includes total haircare media
S54
JUNE 21, 2004
www.brandweek.com
Superbrands
HOUSEHOLD
In a Rather Dirty Year,
Cleaning Up Is Big News
kits with reusable handles, wipes or sponges that are tossed after
use. Others include S.C. Johnson’s Scrubbing Bubbles Fresh Brush,
with a flushable brush attachment; and Clorox’s Toilet Wand, which
attaches to a flushable pre-treated round sponge.
Marketers seeking to phase out old-fashioned brushes was a
likely step, considering that manufacturers are seeking more highmargin answers to domestic dilemmas, à la those spiffy floorcleaning systems, which collectively have racked up nearly $1 billion in sales.
The other subcategory just starting to pop is “preventables”—as in cleaners that prolong cleanliness. Among the first
out of the gate last year was a liquid toilet bowl/bathroom
cleaner with a novel stain-fighting agent: Clorox Bathroom
Cleaner with Teflon Surface Protector was developed with
DuPont; together with a spray version, the product is designed
to “keep the bathroom clean longer,” by repelling dirt and
stains, per materials.
Another Clorox entry, Tilex Mildew Root Penetrater and
Remover, also works to prevent mishaps, as it can penetrate grout
and tile and attack stains below the surface.
With so many new body washes and liquid hand soaps in the
personal care arena, sales of bar soaps continued to decline. Dollar sales of deodorant bar soap fell 14% last year, per Information
Resources, with sales for non-deodorant bar soaps flat. Manufacturers bear some of the blame here, however, since there’s been
little innovation in bar soaps save for Unilever’s Dove brand.
By Christine Bittar
I
t’s safe to say that for the past decade, American consumers
have seen new household products that weren’t necessarily
stronger or better cleaners, but instead were more convenient, or faster to use—and definitely better smelling.
Yes, innovation had run dry on many fronts, save for those
no-fuss $30 mops like Procter & Gamble’s Swiffer
and pre-treated disposable wipes. The latest developments in household cleaning are disposable
cleaners, and a now handful of products to help
avoid messes in the first place. What better way
for consumers to play along with the spate of home
makeover TV shows now blanketing the airwaves?
While all manner of brands have promoted
their wares via product placement in movies and
on TV, viewers of Bravo’s popular makeover show
Queer Eye for the Straight Guy recently saw an episode
where grooming guru Kyan Douglas took time out from his
usual musings about clean nails and trimming nose hair to
discuss the virtues of a sanitary bathroom. Presto! A plug was
born for Reckitt Benckiser’s new Lysol Ready Brush, Lysol Sanitizing Wipes and Glass Plus Wipes.
The Lysol toilet bowl brush, at $15 for the starter kit, comes
with disposable (but not flushable) brushes and a replaceable can
of foaming cleaner. It is the priciest of three new disposable brush
COMPANY NAME,
LOCATION
BRAND
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$228.4
$31.7
7.02
89%
7.96
63.8
119.5
22.1
N/A
N/A
N/A
N/A
CLEANERS*
1. Lysol
Reckitt Benckiser, Wayne, NJ
2. Windex
S.C. Johnson, Racine WI
Foote Cone & Belding, Chi.
3. Clorox
Clorox, Oakland, CA
DDB, San Francisco
90.1
133.3*
7.02
66%
7.90
62.4
4. Pine Sol
Clorox, Oakland, CA
DDB, San Francisco
74.0
28.4
6.87
86%
7.64
61.5
5. Tilex
Clorox, Oakland, CA
DDB, San Francisco
52.5
15.9
N/A
N/A
N/A
N/A
$974.2
$28.4
LIQUID LAUNDRY DETERGENT
1. Tide
7.09
90%
7.68
64.1
2. All (plus All/Surf)
289.7
10.6*
6.61
73%
7.04
56.3
3. Purex
Dial, Scottsdale, AZ
GSD&M, Austin, TX
270.8
2.7*
6.49
56%
6.96
55.0
4. Wisk
151.6
4.6*
6.62
68%
7.12
56.6
5. Gain
145.6
16.9*
6.52
63%
6.64
52.9
POWDER LAUNDRY DETERGENT
1. Tide
$453.7
$30.88
7.05
86%
7.50
63.2
2. Gain
132.9
16.9*
6.52
63%
6.64
52.9
3. Cheer
67.1
16.7*
6.64
78%
6.95
55.6
4. Arm & Hammer
Chrch & Dwight, Prnctn, NJ
N/A
65.3
N/A
6.62
70%
6.84
54.4
5. Surf
N/A
48.0
0.0
6.33
56%
6.72
52.7
* Sum includes top 20 SKUs
S56
JUNE 21, 2004
www.brandweek.com
Superbrands
HOUSEHOLD
year, with sales of all brands up—except for Unilever’s Wisk liqSmall wonder, perhaps, that Unilever’s hoped-for “Path to
uid. That brand, which has been battered by price and other presGrowth” strategy hatched a few years back has been steadily
sures, was down 15%. Market leader Tide saw sales climb 5%
revised downward. Annual growth targets are now 3% for its
last year, while All was up 8%. Dial (recently acquired by Henkel)
top brands versus prior goals of 5-6% per year. Niall FitzGersaw sales of its Purex detergent brand rise 14%.
ald, who will exit as chairman in September to run Reuters,
Just as marketers in other categories are increasingly focusvoiced his own disappointment about the trend in this year’s first
ing on Hispanic consumers, household
quarter report.
brands are getting more active in reachProcter & Gamble, meanwhile, under
ing out to that audience with SpanishCEO A.G. Lafley, appears to be in its best
language ads and/or product extensions.
shape in years, with strong financials and
In household products, one hot button
a succession strategy well in place—helpseems to be fragrance, leaving brands
ing it avoid the embarrassment of Cocawith not just new and different scents,
Cola’s awkward regime change.
but more potent or highly
P&G has regained ground by focusing
fragranced SKUs.
on billion-dollar beauty brands, but it has
In fabric softeners, Colalso counted on bunts and singles from
gate-Palmolive led the pack
extensions of cleaning stalwarts. Among
when it introduced Suavitel
the newcomers: Mr. Clean Magic Erasin the U.S. two years ago,
er, a disposable cleaning pad that
concentrating on distribution
removes scuff marks on floors and hand
of the strong-smelling brand
prints on walls; Mr. Clean AutoDry, a powin Hispanic areas. P&G has
er gun that sprays and dry cleans cars (which
not only made its Downey fabtogether helped triple Mr. Clean sales); Casric softener scents stronger, but
cade’s Crystal Clear with Shine Shield for the
also changed packaging, which now features
dishwasher, ($7.2 million); and Cascade 2more darker-haired and ethnic faces.
in-1 Action Pacs ($4.7 million).
With timing that ultimately was poignant
Midsize players including Reckitt
Benckiser, Clorox and Dial have also held Germinating: Lysol wipes made their way and bittersweet, S.C. Johnson extended its
corporate umbrella campaign at the end of
steady, despite low prices at Wal-Mart. Clorox onto Queer Eye; Downy’s new packaging
last year, via agency Foote Cone & Belding,
pulled back on media spending to $88 million, meant to appeal to ethnic consumers.
Chicago, with TV spots featuring Sam Johnwhich was less than 10% of revenue, per comson (then-chairman emeritus and the third generation compapany financials. Still, sales gained 7%, due to strong new prodny patriarch) introducing consumers to his son, Fisk Johnson.
ucts like the Clorox Bleach Pen ($13 million).
With the passing of the elder Johnson one month ago, Fisk,
In detergents, a shift away from powders is nearly complete,
who had taken over as chairman in 2000, is expected to continue
with category sales down another 12% to under $1 million, per
in spots formally branding SCJ “a family company.”
IRI. Liquids, meanwhile, showed dollar sales up about 3% last
B
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$705.0
$49.6
6.88
71%
5.53
48.1
650.8
63.7
7.01
76%
5.56
49.5
DIAPERS
1. Huggies
Kimberly-Clark, Neenah, WI
2. Pampers
P&G, Cincinnati
3. Private Label
N/A
N/A
291.8
N/A
N/A
N/A
N/A
N/A
4. Luvs
P&G, Cincinnati
230.6
31.4
6.68
58%
5.19
45.8
$539.1
$36.5
7.30
94%
8.73
72.3
2. Puffs
P&G, Cincinnati
Publicis, New York
210.4
18
7.11
84%
8.11
65.9
3. Private Label
N/A
N/A
153.0
N/A
N/A
N/A
N/A
N/A
4. Scotties
95.1
0.1
6.61
74%
7.29
58.1
1. Charmin
P&G, Cincinnati
Publicis, New York
$794.0
$40.4
7.06
91%
7.86
65.3
2. Quilted Northern
Georgia-Pacific, Atlanta
DDB, New York
581.2
23.6
6.95
81%
7.73
62.2
3. Kleenex/Cottonelle
Ogilvy & Mather, NY
512.6
6.3
N/A
N/A
N/A
N/A
4. Scott
484.2
15.5
6.63
82%
7.13
57.7
FACIAL TISSUE
1. Kleenex
TOILET TISSUE
www.brandweek.com
JUNE 21, 2004
S57
Superbrands
PETROL
Gas Companies Blend Profits,
Messages of Saving Nature
stick with the agency despite a recent review). The campaign continues, and TV may be added in the fourth quarter, per an agency
source. In addition to its regular efforts emphasizing its respect for
marine life, Shell broke ads lauding marine biologists and scienig Oil is cleaning up, literally. Record high oil and gas prices
tists. A major fuels campaign will launch this summer, per a source.
in the U.S.—spurred in part by war and terrorist jitters—are
Meanwhile, petrol companies, responding to the challenge of
taking a bite out of the economic recovery, but have beefed
generic gasoline offered by big box stores and other volume retailup refinery margins, with $40-plus a barrel crude prices pushing
ers, and also looking to trim costs, are selling their convenience
gas well over $2 a gallon and the oil players farther
store chains and focusing on gasoline branding.
into the black.
This year, Shell sold 1,750 of its branded c-stores
ChevronTexaco profits were
to franchisees, while maintaining ownership of
up 37% to $2.6 billion in the first
the refilling islands, and has been rebranding
quarter of 2004, versus $1.9 bilthose assets. Conoco-Phillips sold a large piece
lion in net income a year ago.
of its Circle K c-store chain to Alimentation
ExxonMobil saw its quarterly
Couche-Tard for $830 million late last year. The
profit climb about 12% from a
company launched a three-year effort to rebrand
year earlier to $5.4 billion. Not
islands and pumps with the Conoco-Phillips
surprisingly, none of the compalogo, and this year unveiled a unified campaign
nies say they are planning ad camfor its 76, Conoco and Phillips 66 brands, via Daipaigns to address the high prices, although
ley & Associates, Los Angeles, which touts QualExxonMobil did run paid editorials in The New Oil’s well: Jiffy Lube uses humor in TV
York Times and The Wall Street Journal on oth- spots to promote its oil change service. ity ProClean gasolines.
Quick lube players now compete with car dealerships, which
er subjects including global warming and alternative fuels.
are getting into the game to boost incremental income and build
When attorneys general from 40 states met in Florida with five
relationships with car buyers. In the midst of regional efforts by
of the majors this March to ask why prices were so high, the
Ford, GM, Chrysler and Toyota Express Lube, Valvoline Instant
response seemed less than satisfactory. Florida AG Charlie Crist,
Oil Change in January launched a campaign on the benefits of
who said he’d consider suing the companies, characterized such
preventative maintenance, and Jiffy Lube this year broke four
answers as cold weather and shipping problems as “a little insulthumorous TV spots touting JL’s Signature Service Oil Change.
ing,” per reports.
Anne Tawney, vp-marketing, said JL will also launch opportuniShell (which owns Pennzoil-Quaker State, Jiffy Lube and othties with other Shell brands, including one with Pennzoil-Quaker
ers) and BP are continuing corporate ad efforts positioning their
State products for older cars targeting two million households. A
environmentally friendly strategies. British Petroleum two years ago
program with Shell gasolines is also on tap.
augmented its “Beyond petroleum” ads with “BP on the street,” proB
moting its pro-nature stance, via Ogilvy & Mather, Chicago (it will
By Karl Greenberg
B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
1. ExxonMobil
Exxon, Irving, TX
DDB, New York
$246.7
$30.9
6.33
81%
7.05
55.8
2. BP Amoco
BP Amoco, London
232.6
76.3
6.55
66%
7.29
57.7
3. Shell
Royal Dutch Shell, Netherlands
J. Walter Thompson, Houston
201.9
113.1
6.45
85%
7.01
56.0
4. ChevronTexaco
ChevronTexaco, San Ramon, CA
Young & Rubicam, SF
120.0
22.4
6.46
70%
6.93
54.9
5. ConocoPhillips
Conoco Petroleum, Houston
104.2
16.1
N/A
N/A
N/A
N/A
6. Marathon
Marathon Ashland, Houston
Berline, Bloomfield Hills, MI
41.2
16.3
N/A
N/A
N/A
N/A
1. Jiffy Lube
Pennzoil-Quaker State, Houston
McCarthy, Boston
$15.6
6.33
73%
6.17
49.9
2. Pennzoil Ten Minute
Pennzoil-Quaker State, Houston
In-house
57.9
0.2
6.46
40%
6.30
49.5
3. Valvoline Instant Oil Change
Ashland Oil, Lexington, KY
Doe-Anderson, Louisville, KY
4.8
N/A
6.39
46%
6.17
48.1
4. Texaco Xpress Lube
ChevronTexaco, San Ramon, CA
Young & Rubicam, SF
2.6
0.1
6.07
31%
5.85
45.2
5. Kwik Kar
Kwik Industries, Dallas
In-house
2.3
N/A
6.15
10%
5.76
43.8
6. Valvoline Express Care
Ashland Oil, Lexington, KY
Doe-Anderson, Louisville, KY
2.0
0.2
6.39
35%
6.21
47.9
BRAND
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
OIL COMPANIES
AUTOMOTIVE AFTERCARE/LUBE
(millions)
$1,430.0
Sources: Brandweek research, National Oil and Lube News (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S58
JUNE 21, 2004
www.brandweek.com
Superbrands
PHARMACEUTICAL / OVER THE COUNTER
‘Purple Pill’ on Counters
No Source of Indigestion
By Christine Bittar
T
he market for allergy/cold and stomach remedies has been
growing since two blockbuster drugs went over the counter: Schering-Plough’s allergy medication Claritin (in 2002)
and AstraZeneca’s acid reflux pill Prilosec (last year). At the same
time, the switches do not appear to be significantly
cutting into sales of rival OTC brands.
Consider the effect of Prilosec on the antacid category. The medicine consumers remember in DTC
ads as “purple pill” has been repackaged in a purple
box for OTC sale, and Procter & Gamble expects
to exceed initial projections for first-year sales of $200400 million. Johnson & Johnson’s Pepcid antacid
tablets were down 5% last year to $81 million, but
sales for its newer Pepcid Complete SKU were up 13%
to $47 million. Zantac took the category’s biggest hit,
with sales down 10% to $76 million. Sales for the entire tablet antacid
category, however, were up 5% last year to $1.4 billion.
Similarly, with the introduction of Claritin to OTC and the
launch of Wyeth’s Alavert in 2002, sales in the cold, allergy and
sinus category were up 37% to $1.8 billion. Claritin, Claritin-D and
Claritin Reditabs have all seen exponential sales increases. The only
product to show a sales decline in the allergy category—at less than
3%—was Pfizer’s Benadryl. The introduction of loratadine (the
chemical name for Claritin) hasn’t been a serious detriment to
Benadryl, in part because of its reputation as an effective treatment for anything from food allergies to a bee sting.
Elsewhere, private label brands dominated the over-the-counter arena, with sales increases in the allergy category (up 26%),
antacids (2.4%) and laxatives (up 18%). The whole gastrointestinal/tablet category was up 4.5% to $1.4 billion.
In analgesics, J&J/McNeil is in the process of another repositioning for Tylenol. The effort began earlier this year with an
ad campaign via Deutsch, New York, replacing long-time agency
Saatchi & Saatchi on the $115 million account.
Last year, Tylenol’s “Take comfort in our strength” campaign
had been replaced with the tag,“Because not playing is not an
option,” an attempt to lure active baby boomers with a somewhat hipper-sounding message.
The current push relies on safety, using a medical alert theme
with PSA-style TV ads to mimic the look of breaking news. J&J
marketers are playing up Tylenol as a more benign, “safer” option
to other OTC pain killers with fewer potential prescription drug
interactions than, say, ibuprofen. Tylenol’s TV and print ads
directly mention Bayer’s Aleve, the preferred medication for
arthritis sufferers. Tylenol Arthritis was down 4% to $53 million
in 2003, while Aleve was up 5% to $151 million.
While sales rose 7.4% for Tylenol liquid and 1% for Tylenol
PM, the Tylenol base brand’s sales were down 10% to $300 million last year. The $2.2 billion internal analgesics category, meanwhile, remained essentially flat.
B
TOTAL
SALES
(millions)
MEDIA
EXPENDITURES
(millions)
$372.5
N/A
N/A
N/A
318.0
$82.4
N/A
N/A
Deutsch, New York
154.8
36.5
6.85
85%
Pfizer, Morris Plains, NJ
Health@JWT, New York
119.6
38.0
6.88
81%
7.41
60.3
Novartis, Summit, NJ
Corbett, Chicago
62.9
8.0
6.58
66%
6.69
53.3
1. Private Label
N/A
N/A
$137.8
N/A
N/A
N/A
N/A
N/A
2. Pepcid
J&J/McNeil, Ft. Washington, PA
Lowe/Alchemy, New York
128.8
$53.7
6.54
61%
6.40
49.6
3. Zantac
Pfizer, Morris Plains, NJ
Health@JWT, New York
105.8
19.8
6.52
50%
6.19
49.5
4. Prilosec
P&G, Cincinnati
Publicis, New York
73.1
31.9
6.49
43%
6.00
47.4
5. Tums
Torre Lazur, Parsippany, NJ
62.1
36.6
6.74
82%
7.27
59.5
Deutsch, New York
$544.0
$80.0
7.08
95%
8.07
67.2
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
1. Private Label
N/A
N/A
2. Claritin
Schering-Plough, Kenilworth, NJ
3. Tylenol
4. Benadryl
5. Thera-Flu
BRAND
QUALITY
INTENT
EQUITY
ALLERGY/COLD MEDICINE
N/A
N/A
N/A
N/A
7.64
61.7
STOMACH/ANTACIDS (tabs)
ANALGESICS
1. Tylenol*
2. Private Label
N/A
N/A
457.2
N/A
N/A
N/A
N/A
N/A
3. Advil
Wyeth, Madison, NJ
Grey, New York
285.5
56.7
7.05
88
7.64
63.4
4. Aleve
Bayer, Morristown, NJ
BBDO, Chicago/New York
151.2
45.1
6.99
80
7.41
60.1
5. Bayer
Bayer, Morristown, NJ
BBDO, Chicago/New York
111.0
27.8
N/A
N/A
N/A
N/A
* Includes four SKUs among top 15
S60
JUNE 21, 2004
Sources: Information Resources (global sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
PHARMACEUTICAL/PRESCRIPTION DRUGS
Drug Sales, Spending Rise;
Statins May Hit Stores Next
By Christine Bittar
I
n Superbrands, we often discuss the impact of prescription
drugs switching to over-the-counter status only in the context of the latter category. But drug companies increasingly
must deal with the fact that the trend causes a marketing interplay between the two segments.
First, the news: Cholesterol-fighting statins are the latest class
of drugs likely to make the OTC move, with two of Merck’s cholesterol drugs, Mevacor and Zocor, potentially becoming available in U.S. drugstores by 2006. (Note: Zocor is going OTC in
the U.K. soon, while Mevacor is available as a generic in the U.S.,
since it’s off patent.)
Merck has pushed the OTC issue with the FDA in years past,
but with little luck. Over the next year, however, the FDA may
be more receptive to the switch because of the increased threat
of cholesterol and heart disease in this country.
If successful, the cholesterol transition would set up a broader marketing battle, akin to the one now being fought among
allergy and stomach medication brands. In the allergy arena,
for example, consumer ads for Aventis’ Allegra not only compare the drug to its prescription rivals (including Pfizer’s
Zyrtec) but also to OTC options such as Claritin and even Pfizer’s Benadryl. Similarly, AstraZeneca’s prescription-strength
stomach drug Prilosec (marketed over the counter by Procter
& Gamble) and J&J/McNeil’s Pepcid have engaged in a volley
of comparative TV ads since the former became available without a prescription late last year.
Following a drug patent expiration, obtaining OTC approval
can be advantageous for pharmaceutical marketers as they seek
to undercut generic marketers’ prices. Zocor is patent protected until 2006, but nonetheless faces a huge amount of competition from recently approved cholesterol drugs such as
AstraZeneca’s Crestor and Schering Plough’s Zetia.
The other big story in 2003 was the significant spike in directto-consumer ad spending. Drug companies increased media outlays by 24% last year to $3.23 billion, following a drop from $2.76
BRAND
COMPANY NAME,
LOCATION
billion in 2001 to $2.6 billion in 2002. Competition between prescription/OTC categories and a rush of me-too products—in areas
such as erectile dysfunction—were among the chief reasons for
the turnaround.
Drug sales, too, were up last year. Sales of prescription drugs
in the U.S. increased 11.5% to $216.4 billion in 2003, per IMS
Health, Fairfield, Conn.
To challenge Pfizer’s Viagra, Levitra (jointly marketed by Bayer and GlaxoSmithKline) arrived in
August, while Eli Lilly’s Cialis was approved for sale
domestically in January. Levitra touts itself as fastacting, a point made in ads starring former football
coach Mike Ditka. It has since taken a gentler tack
with ads featuring a woman talking about her mate
taking Levitra. Cialis, meanwhile, used a romantic
couple facing a sunset to promote its long-lasting
attribute. The erectile dysfunction segment is expected to generate at least $300 million in media spending
in 2004.
Other new drug entries last year included Eli Lilly’s Strattera, a non-stimulating medication for attention deficit hyperactive disorder (ADHD), and a growing number of competitors to Allergan’s Botox in the cosmetic pharmaceutical category. Drug and biotech companies have invested considerable
resources into dermatology products such as wrinkle fillers. Many
doctors are using Botox and wrinkle fillers together as a dual
therapy for lines. Two fillers that recently arrived in the U.S. market are Inamed’s Hylaform and Q-Med’s Restylane.
Because physicians are required to administer the cosmetic
procedure rather than write a patient prescription, the first line
of marketing for these products is often targeted at doctors.
Inamed, for example, is using price to get doctors to stock
Hylaform. With DTC ads likely in the mix down the road,
Inamed evp Hani Zeini said that phase one of the Hylaform
launch includes an introductory promotion in which the perpatient cost of the drug to doctors—in addition to the company’s collagen products—will be the same as the equivalent
amount of Q-Med’s wrinkle filler only.
B
TOTAL
SALES
(billions)
LEAD AGENCY,
LOCATION
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
1. Lipitor
Pfizer, New York
Merkley + Partners, New York
$9.23
$109.8
6.85
43%
6.00
49.0
2. Zocor
Merck, Whitehouse Stn., NJ
5.01
80.5
6.65
30%
5.51
44.7
3. Norvasc
Pfizer, New York
N/A
4.33
N/A
N/A
N/A
N/A
N/A
4. Zyprexa
Eli Lilly, Indianapolis
N/A
4.27
N/A
6.08
10%
4.92
37.7
5. Procrit
Ortho Biotech, Raritan, NJ
Anderson, DDB, Toronto
3.98
74.8
6.66
13%
4.61
35.7
6. Advair
GlaxoSmithKline, Triangle Pk, NC
3.63
101.3
N/A
N/A
N/A
N/A
7. Nexium
AstraZeneca, Wayne, PA
3.30
215.2
N/A
N/A
N/A
N/A
8. Prevacid
TAP, Lake Forest, IL
Merkley + Partners, New York
3.19
114.0
6.66
42%
6.24
49.9
9. Zoloft
Pfizer, New York
Kaplan Thaler, New York
3.11
114.2
6.46
39%
4.89
40.8
GlaxoSmithKline, Triangle Pk, NC
Torre Lazur, Parsippany, NJ
3.07
0.2
6.04
30%
4.66
37.0
10. Paxil
Sources: Med Ad News (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S61
Superbrands
RETAIL
Wal-Mart Keeps Smiling,
And Rivals Are Not Happy
quality merchandise—if somewhat limited selection—at low prices.
Its message resonates in “real people” ads, via Bernstein-Rein,
Kansas City, Mo. In March, Wal-Mart began offering music downal-Mart’s smiley face once again this year has a lot to
loads from its Web site for 88 cents a tune. Consumers can now
grin about as Brandweek’s super retailer retains its comcash paychecks at designated registers in 44 states, a tactic the retail
mand of the top position, with no others even comgiant will use to eventually morph into the banking business.
ing close. But don’t count them out—the other retail Superbrands
Small wonder that other brands want to join Wal-Mart’s ride.
have been busy improving their merchandise assortments, shedDunkin’ Donuts plans to open 10 shops in Wal-Mart stores; and
ding extraneous businesses and beefing up marketfollowing 2003’s decree to banish so-called “laddie magazines”
ing messages in their quest for market share.
FHM, Stuff and Maxim, Time Inc. has developed All You, a women’s
Still, the Bentonville, Ark., titan is so big that
lifestyle magazine for exclusive distribution in Wal-Mart stores.
last month union leaders and community activists
Kmart, which emerged from bankruptcy protection last May,
met in Washington, D.C., to air concerns over the
is counting on a redesigned apparel collection to give it a one-up
retailer’s impact on wages and the economy. A bigover Wal-Mart’s cost-conscious consumers and Target’s trendy ones.
ger concern, however, may be the rising cost of
In April, it established a New York design team to upgrade qualigasoline, which is steadily taking a larger bite out
ty and style. A campaign via new agency Grey, New York, plays
of consumers’ wallets. For now, thanks to tax
up the “K” and exclusive brands with the theme, “Kmart. Right
rebates and home refinancings, the mood is mostHere. Right Now.”
ly optimistic as consumers shop for
Paul Guyardo, former evp-television and
colorful new apparel, and update their homes
marketing for Home Shopping Network,
with new kitchens and other improvements.
joined Kmart in March as svp/CMO, with a
Wal-Mart sales last year grew from a whoptrack record of redefining national brands and
ping $244.5 billion in 2002 to an even more
attracting new customers, exactly what the
mammoth $256.3 billion. Second-place conretailer needs as it builds its way back. His first
tender The Home Depot also posted an impresdeal pairs Kmart with the WB Television Netsive sales gain, to $64.8 billion from $58.2 bilwork where Kmart’s apparel brands, Martha
lion to retain its No. 2 position. Lowe’s also
Stewart Everyday, Joe Boxer, Thalia Sodi,
showed growth, by $3.4 billion, to move up a
Route 66 and Sesame Street, will appear on top
spot, ahead of Kmart, which held steady at
WB shows such as 7th Heaven.
$30.7 billion. Meanwhile, thanks to its breezy
Keep smiling: Wal-Mart’s icon offers
J.C. Penney, in the fourth year of a fivenew apparel assortment and targeted advertis- people low prices, good experiences.
year turnaround plan, in April shed its Ecking messages, Gap climbed ahead of Federaterd drug store chains and is now focused on its core department
ed to achieve the ninth spot, up from 10th last year. Yet don’t
store business. During February’s Academy Awards telecast, the
count Federated out. Despite a slight decrease, the company is
retailer updated the “It’s all inside” tag with the campaign theme:
striking back with a new marketing model that attaches the pow“Have you seen what’s inside at J.C. Penney?” The effort, via
erful Macy’s name alongside its other holdings.
DDB Chicago, touts its improved apparel and lingerie offerStill, when it comes to sheer volume, Wal-Mart is king. The
ings, jewelry and household goods. Also in the works: a strategy
mega-retailer just keeps giving consumers exactly what they want:
By Sandra O’Loughlin and Barry Janoff
W
COMPANY NAME,
LOCATION
BRAND
TOTAL
SALES
(billions)
LEAD AGENCY,
LOCATION
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
1. Wal-Mart
Wal-Mart, Bentonville, AR
Bernstein-Rein, KC, MO
2. The Home Depot
The Home Depot, Atlanta
Richards, Dallas
$256.3
$428.6
6.94
96%
8.52
70.8
64.8
522.7
7.08
90%
8.42
68.9
3. Target
Target, Minneapolis
Peterson, Minneapolis
48.1
573.8
6.96
93%
8.29
68.0
4. Sears
Sears, Hoffman Estates, IL
O&M, Chicago; Y&R, Chicago
41.1
634.7
6.66
97%
7.54
62.1
5. J.C. Penney
J.C. Penney, Dallas
DDB, Chicago
32.3
436.4
6.68
95%
7.58
62.0
6. Lowe’s
Lowe’s, North Wilkesboro, NC
McCann-Erickson, NY
30.8
299.2
7.02
82%
8.10
65.5
7. Kmart
Kmart, Troy, MI
Grey, NY
30.7
175.4
6.18
96%
7.20
57.7
8. Best Buy
Best Buy, Eden Prairie, MN
Best Buy Advtg., Eden Prairie, MN
24.5
302.1
6.95
89%
8.19
66.1
9. Gap*
Gap, San Francisco
Laird, NY; Deutsch/LA; others
15.8
356.1
6.46
76%
6.45
52.8
Federated, Cincinnati
Lowe, NY; others
15.2
604.8
6.70
64%
6.86
55.9
10. Macy’s**
* includes Old Navy, Banana Republic; ** includes Bloomingdale’s, Bon Marche
S62
JUNE 21, 2004
Sources: Hoover’s Online (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
RETAIL
store business and is part owner of Crispers, a Florida restaurant
to open as many as 100 stores over the next few years, including
chain. Concurrently, the company shuttered its online unit, Pubseven in a smaller, off-the-mall format. The Chris Madden home
lixDirect, noting that volume of business was too low.
collection, which launched last month, and a partnership in SepAlbertsons, however, is expanding its online division city-bytember with celebrity wedding planner Colin Cowie should also
city in locations in which it already has established a significant
add some excitement to the brand.
brick-and-mortar presence—a tack also being followed by SafeTarget is also expanding via a new retail model that offers
way—and is pursuing the same strategy with its on-site gas stanecessities such as packaged food and milk along with affordtion operation. It currently has more than 230 stations nationable designer duds from the likes of Isaac Mizrahi and Mossiwide and could top 250 this year.
mo. The discounter’s parent, Target Corp., in March began shopWhile online shopping is going through a resurgence, so, too,
ping around its Marshall Field’s and Mervyn’s department store
is the growth of essential non-food services being offered to congroups to focus more on its discount business. Such a sale could
sumers within new and remodeled stores from leading players
add plenty of punch to its efforts to woo consumers away from
Kroger, Albertsons, Safeway and Ahold USA, including in-store
its various rivals.
banking, photo processing, dry cleaning, postal servSears this year opened its second Sears Grand off-mall store,
ices, Internet access, gardening, auto repair and even
and said last month it will open freestanding Lands’ End specialty
baby-sitting, all in an effort to attract customers and
stores in upscale malls or other locations. Those moves followed
keep them longer once they
a November sale of Sears’ credit card
enter the store. But even
operations. This year, Sears is beefing
these moves are leaving
up its home products and introducing
some grocery retailers in the
new apparel brands, including U.S. Polo
hole. Winn-Dixie said in
for men and boys.
April that it will close 156
Old Navy is having fun this summer
stores and cut up to 10,000
with its final in-house campaign, an effort
jobs. Ahold USA—which is recovering
featuring colorful apparel in poolside and
from a financial scandal that forced it to
picnic settings. This July will see the
reduce its estimated earnings in 2000-02
launch of its first work from Deutsch/LA,
by more than $1 billion—said it will divest
Marina Del Rey, Calif. Parent company Everybody loves Patricia: Actress Heaton adds a
its BI-LO and Bruno’s divisions (a total of
Gap Inc. posted its seventh straight quar- smiling face to Albertsons on TV and online.
about 365 stores), and Albertsons is conter of earnings increases and is eyeing
tinuing a policy that in the past three years has seen it reduce the
growth opportunities, such as women’s plus-size apparel for Old
number of operating divisions by more than 60% and close or sell
Navy and swimwear for Gap and Banana Republic. A discount conmore than 400 underperforming stores.
cept could also be in the offing, so look out, Wal-Mart!
Last man standing? The larger retailers are following a modDepartment stores and mass merchants are not alone in tryest plan of expansion and acquisition. Albertsons, for example,
ing to outmaneuver Wal-Mart. To keep up with the retail superrecently purchased New England-based chain Shaw’s. Meanwhile,
power, key players in the supermarket category are trying everynatural/organic chains Whole Foods and Wild Oats are still ridthing from opening convenience stores and gas stations, to
ing a consumer wave. But Wal-Mart continues to expand its
expanding customer services in non-food areas and online, to
Supercenters (each of which contain 40,000-square-foot food
just plain consolidating or selling off properties.
departments, about the average size of a standalone supermarPublix has been extending its reach via a c-store concept called
ket) into regions previously controlled by grocery retailers. B
Pix, now being tested in Florida. It also has launched a liquor
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
Kroger, Cincinnati
Various
$53.6
$109.3
Fred Meyer
“
“
Ralphs
“
“
2. Costco
Costco, Issaquah, WA
In-house
41.7
0.4
6.97
56%
7.65
62.3
3. Albertsons
Albertsons, Boise, ID
Duncan, Los Angeles
36.2
124.2
6.45
51%
6.99
56.3
BRAND
COMPANY NAME,
LOCATION
QUALITY
INTENT
EQUITY
SUPERMARKETS
1. Kroger
6.74
55%
7.32
59.1
*
6.63
17%
6.76
53.7
*
6.48
19%
6.30
50.3
4. Safeway
Safeway, Pleasanton, CA
Dailey, Los Angeles
33.6
103.6
6.51
53%
6.76
54.8
5. Ahold
Ahold USA, Chantilly, VA
Various
26.9
26.2
5.93
4%
6.54
48.3
6.47
26%
6.46
50.2
16.7
42.9
7.00
25%
7.53
61.9
Stop & Shop
6. Publix
“
Various
Publix, Lakeland, FL
WestWayne, Atlanta & Tampa, FL
7. Food Lion
Delhaize, Salisbury, NC
Various
15.4**
14.1
6.13
29%
6.31
49.7
8. Winn-Dixie
Winn-Dixie, Jacksonville, FL
Kansas City, MO
11.9
26.3
6.32
42%
6.26
50.8
Sources: Supermarket News, Fairchild Publications (sales); * media spend is included in Kroger’s total; ** sales from all Delhaize stores;TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S63
Superbrands
TELECOMMUNICATIONS
My Phone: (a) Takes Pictures,
(b) Web Surfs, (c) Networks
By Todd Wasserman
P
rices in the wireless industry will continue to decline while
ad spending will rise, leading to more churn, all of which
means lower profits. Who was the naysayer behind this
gloomy forecast? AT&T Wireless, in its 2003 annual report.
AT&T had reason to be glum. By year’s end, it was growing
more slowly than its rivals after keeping its ad/promotional spend steady at $876 million. If not for
its GoPhone service, which targets users with bad
or no credit, like teens, the company would have
lost subscribers. Thanks to Local Number Portability, an FCC ruling that let users keep their cell
phone numbers when they switch subscribers, and
hitches in updating its network, the company was
predicting more churn this year.
Luckily for management, Cingular Wireless—a
joint venture between SBC and BellSouth—is buying
AT&T Wireless for $41 billion. That will make Cingular the top
dog in the category, but it will have several comers, including
Verizon Wireless, quickly nipping at its heels. AT&T ironically
has floated the idea of re-entering the market using a service resold by other carriers called AT&T Wireless.
AT&T Wireless was hit especially hard over the last year. A
software glitch in the fourth quarter cost it about $100 million
and the brand, which has a bad customer service reputation, never found a winning ad strategy. After dumping the mLife theme
devised by Ogilvy & Mather, New York, AT&T tried a campaign
from Goodby, Silverstein & Partners, San Francisco, reminiscent
of its former parent’s “Reach out” ads of the ’80s. By April, AT&T
dumped Goodby and now the brand is in a holding pattern until
the acquisition is completed.
But AT&T is merely the weakest of the herd. Everyone else
is experiencing the same pressures, which is good news, at least
in the near-term, for the ad agencies, promo firms and media buyers that work wireless accounts. Verizon Wireless, for instance,
told shareholders the rabid competition—it counts five rivals in
COMPANY NAME,
LOCATION
BRAND
nearly every market—could prompt it to spend even more on
ads. Nextel, which has successfully defended its high-end niche,
boosted its 2003 spend by $102 million after launching a splashy
campaign from TBWA\Chiat\Day, New York, and inking an estimated $40 million deal with Nascar to be title sponsor of its racing series (previously the Winston Cup series) for the next decade.
Chris Ambrosio, an analyst with Strategy Analytics, Boston,
expects the combined Cingular/AT&T to spur more ad spending
from rivals, especially Sprint PCS and Verizon. “I think spending’s going to be up for the next six to eight quarters,” he said.
All the major players, save AT&T Wireless, are upping the ante,
though growth overall is not what it used to be. There are 160 million people with wireless phones in a country of 250 million. By
industry standards, though, that 90 million is not the cream of
the crop. Many are too young, too old or credit-challenged. “People who wanted [wireless phones] got them,” said Jeffrey Kagan,
an Atlanta-based telecom analyst, “but there are new users. Kids
grow up and people decide prices have come down enough.”
So while wireless firms are going after teens with new products
or sub-brands (Virgin Mobile and Boost Mobile from Sprint PCS
and Nextel, respectively), they’re also conspiring to keep the average rate per user steady. Text messaging and other bells and whistles like video and Web surfing (aka Wi-Fi) abound, not to mention the new fad of using wireless phones to arrange on-the-fly gettogethers. Though telecoms have spent little advertising Wi-Fi (versus chipmaker Intel, which has put about $300 million in ads behind
its Centrino Wi-Fi technology), all are staking claims in the Wi-Fi
arena. T-Mobile has been the most aggressive, with about 5,000
Wi-Fi spots in Borders, Kinko’s and other retail locales. Yet, as
consumers rely more on wireless, the price of minutes keeps falling.
Kagan, however, expects the relentless one-upmanship to end
as a free-for-all ensues between telecoms and cable firms over integrated voice and data services like Voice-Over-IP, a method of placing cheap calls over the Internet. The changes may also revive longdistance firms like AT&T and MCI that have been sidelined in the
wireless revolution. “The era of selling telephones with big buckets
of minutes and catchy differentiators is over,” he said.
B
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
$67.8
$1,136.7
6.37
75%
6.43
52.1
40.6
750.0
6.24
39%
6.63
53.3
1. Verizon
Verizon, NY
McCann-Erickson, NY
2. SBC
SBC, San Antonio, TX
GSD&M, Austin, TX
QUALITY
INTENT
EQUITY
3. AT&T
AT&T, Basking Ridge, NJ
Young & Rubicam, NY
34.5
211.9
6.15
93%
6.21
51.9
4. BellSouth
BellSouth, Atlanta
Grey, NY
21.5
250.0
6.28
52%
5.70
45.7
5. AT&T Wireless
AT&T Wireless, Kirkland, WA
Ogilvy & Mather, NY
16.7
799.1
N/A
N/A
N/A
N/A
6. Qwest
Qwest, Denver
Foote, Cone & Belding, NY
14.3
63.0
5.97
34%
5.81
44.9
7. Sprint
Sprint, Overland Park, KS
Publicis and Hal Riney, SF
14.0
791.9
5.91
75%
5.41
44.0
8. Nextel
Nextel, Reston, VA
TBWA\Chiat\Day, NY
11.6
259.2
6.27
54%
5.60
44.1
9. Northern Telecom
10. Alltel
Northern Telecom, Toronto
Temerlin-McClain, Irving, TX
9.7
4.8
6.09
11%
4.89
37.0
Alltel, Little Rock, AR
DDB, Chicago
8.0
96.7
5.99
24%
5.45
43.2
Sources: Brandweek research, company financial reports (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
S64
JUNE 21, 2004
www.brandweek.com
Superbrands
TOBACCO
Consumption Down Slightly
As Price Gap Narrows
ure is hard to determine, because many mom-and-pop manufacturers, importers and illicit retailers do not report their sales.)
On the whole, cigarette consumption was down slightly in
2003. Consumers either quit, died or smoked less as smoking
bans in public places contributed to a .05% drop last year, to
371.4 billion units, per Herzog’s numbers.
Ironically, manufacturers themselves may have contributed to
the decline. Their anti-smoking initiatives (the only
TV advertising they are permitted) urged parents
to talk to their children about the dangers of smoking. Campaigns like those of Philip Morris are meant
as a counterweight to the anti-tobacco marketing
messages put forth by the American Legacy Foundation. PM is also looking to clean up its act as it
bids to have the Food and Drug Administration oversee the industry. FDA certification for lower-risk
products—a potential growth market—might add a
layer of credibility rather than a manufacturer’s stamp
of approval.
Conversely, the smokeless category grew 5.7% last year, per
ACNielsen. The 26.6% jump in price-value brands foreshadows
that premium smokeless manufacturers, like U.S. Smokeless
Tobacco, Swedish Match and Conwood, could face the same
deep discount scenario their cigarette brethren have endured.
Thanks to rising sales taxes, the roll-your-own (papers) and
make-your-own (tubes and injector machines) sectors also grew
to 3.5% of the cigarette category, from less than 1% five years ago.
This niche could climb higher as more than a dozen states consider tobacco tax increases this year. Better products would do
the trick as well; a clever inventor could top tobacco injectors with
a cotton gin breakthrough that makes manufacturing a carton of
your own smokes as easy as dumping loose tobacco into a drum,
plugging in your own personal cigarette maker and walking away.
This year could also see Philip Morris face a stronger No. 2
competitor, if the merger of R.J. Reynolds Tobacco and Brown
& Williamson is approved by the Federal Trade Commission.
Reynolds American would boast $10 billion in annual sales and
32% market share, compared with PM’s 50%.
B
By Mike Beirne
C
heap smokes are here to stay, but last year their growth
rate finally slowed because the big boys, Philip Morris
USA in particular, narrowed the price gap between its
premium brands and the deep discounters.
The chief reason? PM, partly in response to a lawsuit filed
by wholesalers alleging antitrust violations, changed its retail and
wholesale Leaders programs, which have rewarded participants
that fulfill shelf display, signage and market share requirements
with cash bonuses and discounts. Store operators who signed
the old PM contract had the satisfaction of knowing they could
sell No. 1 Marlboro cheaper, yet at a better margin, than competitors who were not in the merchandising program.
The tobacco giant’s new program lowered wholesale prices
and made cheaper Marlboros available to all store operators, not
just those under contract. Bonuses and discounts also were cut,
and other manufacturers eventually reduced their incentives.
“I miss the days when the reps came in and bullied us,” said
a Florida retailer, referring to a time when cigarette salespeople
would check contract compliance, and rip down competitors’
signs and fixtures. She is adding novelty items to her tobacco
outlets to help make up lost contract money. “I was scared then,
but I was more profitable,” she said.
Enabling all retailers to reap the benefit of the program helped
PM narrow the price gap with deep discount cigarettes. By year’s
end, the average discount price was 47% less than the average
premium smoke, compared with 73% during 2001, according
to Bonnie Herzog, an analyst with Smith Barney, New York. Other factors contributed to closing the difference, like better enforcement by states to collect escrow fees which raised the cost of making cigarettes for small suppliers. Obviously, the fiscal interests
of state governments are tied to the Big Six signatories of the
Master Settlement Agreement maintaining their market shares.
Still, market share for deep discount smokes, aka fourth-tier
brands, jumped to 10% last year compared with the 2% that existed before the MSA, according to various estimates. (An exact fig-
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(units)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
1. Marlboro
Philip Morris USA, Richmond, VA
2. Newport
Lorillard, NY
Avrett, Free & Ginsberg, NY
147.9
$0.0
6.58
68%
4.24
35.7
30.9
9.9
5.55
41%
2.97
23.8
3. Camel
R.J. Reynolds, Winston-Salem, NC
Agent 16, NY
21.6
43.8
5.78
58%
3.12
25.4
4. Doral
Coyne Beahm, Greensboro, NC
21.2
15.6
5.52
31%
3.18
24.0
5. Basic
15.8
6.0
5.72
35%
3.77
29.2
6. Winston
None
15.7
26.3
5.74
50%
3.04
23.9
7. Kool
Brown & W’mson, Louisville, KY
Bates, NY; 141 Worldwide, NY
11.7
15.5
5.38
44%
2.36
18.3
8. USA Gold
Commnwlth Brnds, Bwling Grn, KY
In-house
10.6
0.0
5.78
14%
4.97
39.0
NA
NA
NA
NA
5.39
42%
2.72
19.3
9. Salem
10. Virginia Slims
None
9.3
33.5
9.2
0.0
Sources: The Maxwell Report (sales in billions of units); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
www.brandweek.com
JUNE 21, 2004
S65
Superbrands
TOYS
Sad Story: Why Do the Little
Ones Grow Up So Fast?
By Todd Wasserman
Hasbro’s revenues, meanwhile, jumped 11% to $3.14 billion on
the strength of products like Beyblade, Furreal Friends, My Pretty
Pony, Video Now and the hip Bratz dolls it distributes for MGA
recent survey by the NPD Group found that most boys
Entertainment. Earnings were only $175 million, or 5% of revenues.
would rather play a G.I. Joe videogame than play with a
Mattel boosted its marketing spend to $636 million (worldG.I. Joe action figure.
wide) in 2003 versus $552.5 million the year before, but is reviewThis finding is perhaps not surprising to brand executives who
ing its budget strategy for this year, per its annual report.
have watched videogames slowly supplant traditional toys, a $20.7
Hasbro took a similar gamble, upping its ad spend to $363.8
billion business that was down another 3% last year.
million (worldwide) versus $296.5 million the prior year. Hasbro
Retailers, psychologists and industry observers
said it intends to keep spending to back its core brands and tie-ins
who’ve witnessed the trend call it “age compreswith Disney/Pixar’s The Incredibles following its current run with
sion,” whereby kids abandon traditional toy cateDreamWorks’ Shrek 2. But after suffering through some movie tiegories at increasingly younger ages for more sophisins that didn’t live up to the hype, Hasbro is also making existing
ticated products, such as cell phones, DVD playbrands like Candy Land, the Weebles and G.I. Joe more like movie
ers, CD players, MP3 devices and other electronics.
properties by bundling them with back story DVDs.
Retail sales of video consoles and games combined
In particular, the 40-year-old G.I. Joe will get a Valor v. Venom
for more than $10 billion in sales last year, nearly
DVD to be promoted via a fall tie-in with McDonald’s. Mattel has
half the toy industry’s take and outpacing domestic
also seized on the back story idea and is limitmovie box office rates for the third year.
ing its promotional exposure to Paramount’s
If that wasn’t enough to depress Toys “R”
SpongeBob SquarePants Movie and Nickelodeon
Us, the No. 2 player in toys, the variety of venTV properties. Lego, which took a bad tumues selling all those other games hurt, too.
ble on licensed merch in 2003, will try a refresh
TRU’s fourth quarter 2003 sales fell 48%, priwith its Knight’s Kingdom construction set.
marily due to a 22% decline in sales by its
Retro names got renewed interest not just
videogame departments, which the company
from kids, but the Hot Topic set, as Care Bears
owed to a lack of new videogame systems. More
licensed merch hit $250 million and Strawberbad news for TRU: There’s no big console
ry Shortcake piled up $210 million. On tap this
launch slated for this year, either. Sony estiyear: Girl-powered fantasy toys Fairytopia (Matmates it will sell 30% fewer PlayStation 2s this
fiscal year (which started April 1). Microsoft, Back story: Hasbro spins tales to pump tel), Winx Club (4Kids Entertainment) and
Fairees (Bratz), all picking up on magical intermeanwhile, is said to be targeting 2005 for its up its 40-year-old soldier, G.I Joe.
est sparked by Harry Potter’s gal pal, Hermione.
next-generation game console, code-named
Retail consolidation continues to remake the category: 2003 saw
Xenon, but PlayStation 3 probably won’t be out until 2006.
more store closings (Zainy Brainy, Imaginarium and Kids “R” Us)
The only glimmer of hope comes for Nintendo DS, a Game
and the bankruptcy of FAO Schwarz. Wal-Mart is now the counBoy sequel that’s expected to hit the U.S. sometime this year.
try’s top toy seller, which explains some of TRU’s troubles, but
Sony is expected to challenge Nintendo’s supremacy in the handalso presents a red flag for toymakers. With fewer units, some disheld game space, but not until next year.
tribution expenses will be lower, but Wal-Mart’s penchant for holdAgainst this backdrop, one might think the two toy giants
ing down prices will make it hard for brands to count profits.
that don’t have a game console—Mattel and Hasbro—would be
Overall, 2004 will likely be a ho-hum year. Without a hint of
foundering. That’s not the case, though. Mattel’s revenues rose
irony, Michael Redmond, senior industry analyst at NPD Fun2% last year to $4.96 billion, as lower domestic sales of Barbie and
world, called the toy category “mature.”
Hot Wheels were offset by Fisher Price and newcomers like Yu“Back in 1999 [the category] grew 5%, but we had the WWE,
Gi-Oh!, along with gains overseas. A streamlining of operations
and Furby and lots of licensing activity,” he said. “Since then
combined boys and girls entertainment properties as the giant
it’s been up or down 2-3% a year.”
aimed to keep costs in check and improve top-line growth.
B
A
COMPANY NAME,
LOCATION
BRAND
1. Sony PlayStation
TOTAL
SALES
(billions)
LEAD AGENCY,
LOCATION
Sony, Foster City, CA
TBWA\Chiat\Day, LA
T2. Mattel
Mattel, El Segundo, CA
Young & Rubicam, NY
T2. Nintendo
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
$7.5
$95.9
7.04
70%
7.22
59.4
5.0
186.0
7.14
86%
7.29
60.9
Nintendo of Am., Redmond, WA Leo Burnett, Chicago
5.0
84.7
6.91
79%
6.70
56.4
4. Hasbro
Hasbro, Pawtucket, RI
Grey, NY
3.1
118.3
6.86
72%
7.44
58.6
5. Microsoft Xbox
McCann-Erickson, NY
2.8*
15.9
N/A
N/A
N/A
N/A
* estimated
S66
JUNE 21, 2004
www.brandweek.com
Superbrands
TRAVEL
Low-Fare Airlines Rule Skies
While Hotels Add Services
By Mike Beirne
have delighted flyers with a low-cost business model and managed to grow in the most commoditized travel industry by delivering better service and consistently cheaper fares.
n a year in which low-fare airlines stole headlines and passenLegacy carrier American West, which morphed into a low-fare
gers, more hoteliers took to branding with the realization that
airline in 2002 as it chucked Saturday night stay requirements,
price alone cannot trump all else in a commodity market. Cookcapped fares and sold food, has been in the black for four consecie-cutter rooms, double beds and television armoires are quite
utive quarters. Regional carrier Atlantic Coast Airlines also transforgettable. But mention W or a Kimpton property to frequent
formed recently into Independence Air, the low-fare,
travelers, and the name often triggers recall of a unique style
hometown airline for Washington, D.C., backed by
and personality. Marketing gurus would say it creates an “owna $40 million ad push. United and Delta decided that
able experience.”
if you can’t beat ’em, emulate them, launching Ted
Hilton sweetened the check-in with walk-up kiosks that elimand Song. With United hoping a federal loan will
inate the front desk wait. Soon, Carlson Group’s Radisson will
help it exit bankruptcy this summer and Delta warnup the ante with its Express Yourself option, which enables guests
ing that it may file for Chapter 11, the potency of their
to check in online prior to arrival and stop by the front desk
low-fare spinoffs has yet to be established.
just long enough to be handed their room key. Hampton will
“If you can figure out how to deliver value withspend $80 million restaging itself by playing up the Hampton
out charging consumers more for it, you’ve really got
100% Satisfaction Guarantee and adding items—including a
something,” said Ron Cole, vp-sales for Amerportable lap desk, proprietary alarm clocks
ica West. “And you’re in really good shape if you
and curved shower curtains—that will only be
can do that without raising costs.” That’s the
found in the mid-tier brand.
task facing U.S. Airways, which now has to fight
Snoozing, too, is garnering a bigger chunk
off Southwest in its Philadelphia backyard.
of the branding formula.
Differentiation is becoming more critical as
Starwood brands Westin and Sheraton
consumers increasingly shop for travel online—
staked claims to a good night’s rest by marketone-third of all travel was booked via the Intering Heavenly and Sweet Sleeper beds, respecnet last year—where they face a litany of choictively. Now, Radisson will install 90,000 Select
es. Marriott has about a dozen lodging brands,
Comfort Sleep Number beds throughout its
chain, and InterContinental’s Crowne Plaza col- Rose colored glasses: United rebranded but how many consumers know that Fairfield
laborated with a sleep expert to develop a Sleep with animated campaign’s emotional pull. is the mid-tier product and Residence Inn is the
extended-stay brand? How will they learn in a
Advantage package that includes a guaranteed
world where communication media are fragmented and consumers
wake-up call (otherwise the stay is free), a CD with soothing sounds,
are already tuning out a deluge of advertising?
night lights and clips on drapes to eliminate early morning sunlight.
If consumers perceive little differentiation among products,
Airline executives, by contrast, could rarely be accused of overthey will make more of their travel selections based on value. As
compensating in their attempts to understand travelers and cona result, travel search engines like SideStep.com and Bookingsistently give them what they want—at least in the days of high
Buddy.com, which display side-by-side comparisons of prices from
walk-up fares. In recent years, Southwest, JetBlue and Air Tran
I
BRAND
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
AIRLINES
1. American
AMR, Fort Worth, TX
Temerlin McClain, Irving, TX
$17.4
$77.7
6.59
80%
7.01
56.5
2. United
UAL, Elk Grove Village, IL
Fallon, Minneapolis
13.7
76.4
6.46
81%
6.91
55.1
3. Delta
Delta Air Lines, Atlanta
Brighthouse, Atlanta
13.3
39.9
6.63
78%
7.01
56.0
4. Northwest
Northwest, St. Paul, MN
Carmichael Lynch, Minneapolis
9.5
21.7
6.50
66%
6.82
54.5
5. Continental
Continental Airlines, Houston
Kaplan Thaler, NY
8.9
17.4
6.45
69%
6.47
51.5
6. Southwest
Southwest Airlines, Dallas
GSD&M, Dallas
5.9
132.6
6.88
71%
7.26
58.5
7. US Airways
US Airways, Arlington, VA
Eisner, Baltimore
5.3
14.9
6.35
66%
6.72
52.8
8. Alaska Air
Alaska Airlines, Seattle
WongDoody, Seattle
2.4
9.2
6.77
31%
6.74
52.9
9. America West
America West Airlines, Phoenix
Moses Anshell, Phoenix
2.3
5.2
6.50
47%
6.63
52.1
10. ATA
ATA Holdings, Indianapolis
Romani Bros., Chicago
1.5
34.8
6.27
30%
6.37
47.6
www.brandweek.com
JUNE 21, 2004
S67
Superbrands
TRAVEL
several Web sites, are gaining popularity among consumers who
have little brand loyalty. That behavior creates a problem for
brands that want consumers to buy from them directly.
Hotels, for example, are attempting to eliminate price inconsistency within their chains by offering best-rate guarantees on
their Web sites. InterContinental Group, which includes Holiday Inn and Crowne Plaza hotels, has gone so far as to require
franchisees to sell rooms through online distributors that comply with the company’s criteria for clear presentation of room
charges and reliable booking.
Expedia svp Barney Harford notes that 90% of the Web site’s
hotel revenue last year came from new customers who otherwise
might have never come to the hotel brand. “We’re not booking
repeat hotel customers,” he said. “We want hotels to
turn our new customers into their repeat customers.”
Third-party endorsement is also influencing travel choices. CruiseCritic.com, SmarterLiving.com and
other sites that provide unbiased reviews are emerging as a new channel in which brands may connect
with consumers. Royal Caribbean not only buys banner ads on CruiseCritic, but also has hosted on-board
parties for groups of Web posters who met on the
site’s chat rooms. IgoUgo.com started with about 100
close friends posting journals about their trips. Then they
told their families and friends to read and write. Four years later,
more than a million visitors log on to IgoUgo each month to check
out travel journals covering more than 4,000 destinations.
Recognizing the power of word of mouth, Cendant’s RCI timeshare brand has replicated the branded IgoUgo platform on its
site and has had guests write journals about their trips, displaying
reviews, good and bad, about journeys that involved the brand.
BRAND
“There is no better way to sell travel than through the eyes
of someone just like you who has been there,” said Jim Donnelly,
IgoUgo’s co-founder and president.
Suppliers better start establishing brand loyalty now because
Gen X consumers eventually will dominate the travel market.
Under-30 consumers, in particular, perceive a lack of differentiation among travel products and are less likely to be brand loyal or belong to a supplier loyalty program, said Henry Harteveldt,
vp-travel research for Forrester Research, Cambridge, Mass. They
are more apt to trust an intermediary, such as a travel agent or
Web site, for comparing choices and finding value.
“You have to have a product and image that is relevant to them
because suppliers are a commodity,” said Harteveldt.
Despite high gas prices, the car rental sector is headed into its best
summer since 2001. Solid bookings prompted sister brands Avis and
Budget to be the first to raise rates, effective July 1. Gas prices have
had little impact on the more expensive rentals of SUVs and minivans. Vacationers traveling more than 500 miles by car will pay $10
to $20 more for fuel than they did last summer, per PriceWaterhouseCoopers. That’s not enough reason to stay at home.
Avis Rent A Car continued its “What if we didn’t try harder?” campaign by pursuing niches like families with latch-secured
child safety seats and disabled drivers with specially equipped
vehicles, demonstrating that it makes the extra effort to provide
for travelers needs.
“TV is the centerpiece of our media, but we already have
awareness through the roof,” said Scott Deaver, Avis’ evpmarketing. “We really need to reach a narrow market of people who rent cars with a fairly complex message and really
thoughtful reasons on why Avis is their best choice, and why
Avis is a premium brand.”
B
COMPANY NAME,
LOCATION
LEAD AGENCY,
LOCATION
TOTAL
SALES
(billions)
InterContinental Group, London
Fallon, Minneapolis
$11.0*
MEDIA
EXPENDITURES
(millions)
QUALITY
INTENT
EQUITY
HOTELS
1. Holiday Inn
InterContinental
2. Marriott
Campbell, Baltimore
Marriott Intl., Washington, D.C.
Courtyard by Marriott
Mcgarrybowen, NY
9.0*
Mcgarrybowen, NY
$23.8
6.68
90%
7.29
58.6
2.4
6.64
21%
6.65
51.1
15.5
6.99
77%
7.33
59.2
13.1
6.88
63%
7.40
58.4
3. Best Western
Best Western Intl., Phoenix
Dailey, West Hollywood, CA
7.4
11.7
6.47
74%
6.88
54.2
4. Radisson
Carlson Hospitality, Minneapolis
Bolin Marketing, Minneapolis
4.5*
8.2
6.73
63%
6.98
55.1
0.2
6.44
24%
6.18
47.1
Starwood, White Plains, NY
Deutsch, NY
3.8*
17.5
6.81
69%
6.97
55.9
15.0
7.03
45%
7.27
57.8
Hilton Hotels, Beverly Hills, CA
Foote Cone & Belding, Irvine, CA
6.9
6.98
74%
7.05
57.3
4.8
6.76
47%
6.94
54.9
Regent Hotels
T5. Sheraton
Bolin Marketing, Minneapolis
Westin
Deutsch, NY
T5. Hilton
Doubletree Hotels
3.8*
Foote Cone & Belding, CA
CAR RENTALS
1. Enterprise
Enterprise Rent-A-Car, St. Louis Avrett Free & Ginsberg, NY
2. Hertz
DDB, NY
$6.9
$42.7
6.59
70%
6.63
53.0
5.7
37.2
6.46
77%
6.63
52.9
3. Avis
Cendant, Parsippany, NJ
McCann-Erickson, NY
2.5
6.43
66%
6.47
51.5
4. Budget
Cendant, Parsippany, NJ
McCann-Erickson, NY
1.8
21.1
6.30
68%
6.30
49.4
5. Alamo
Vanguard, Ft. Lauderdale, FL
Agency Lacek, Minneapolis
N/A
12.3
6.23
58%
6.25
48.8
Agency Lacek, Minneapolis
N/A
5.3
6.29
53%
6.48
50.6
National
* Parent company or hospitality division sales
S68
JUNE 21, 2004
7.30
Sources: Brandweek research (sales); TNS/CMR (media); Total Research: QxFxPI=E (see key, page S18)
www.brandweek.com
Superbrands
WORLD WIDE WEB
Web Players: Let’s Get This
Party Started (Again)
By Catharine P.Taylor
W
hen it comes to ad spending for the top 10 Web brands,
the disparity is as vast as the gulf between About.com,
which offers expertise on a wide variety of topics, and
America Online, the Time Warner unit that runs not only the
biggest ISP, but also a myriad of Web domains.
About.com, owned by Primedia, spent a grand total of
$210,000 in mainstream and Internet media during 2003, while
AOL, which stuck with a strategy of high-profile media buys
for much of the year, spent more than $230 million, including
roughly $10 million online, according to TNS/CMR.
True, AOL got about 60% more traffic in December 2003,
with 68.9 million unique viewers, per Nielsen//NetRatings, but
that in no way explains why AOL would outspend About by a
factor in excess of 1,000.
To Lanny Baker, a research analyst at Smith Barney, the disparity is indicative of one overarching Web trend: “The big are
getting bigger,” he said. And the big are also getting better at monetizing their big audiences. That means investing in advertising is
now crucial in a way the attention-grabbing, stop-by-my-site strategy of the dot-com heyday wasn’t. Eyeballs now mean money.
The best place to look for evidence may well be eBay, which
increased its budget from $92.8 million in 2002 (including interactive media, which TNS/CMR breaks out separately), to $186.4
million in 2003. Its traditional budget swelled from $51.6 million
to $84.6 million to accompany its first ad campaign in November 2002 and continued above-the-line efforts into 2003 with
over-the-top ads using “Do It eBay,” as the central theme.
Underneath the hood of the theme line, however, the San Josebased company ran information-rich print ads detailing “things to
know when you do it eBay,” along with a spot for its vast car sales
operation, eBay Motors. It’s certainly not necessary to tell consumers about the brand’s existence, but as is now the case with many
innovators, educating users about the increasing depth of services
is key. “If Yahoo! has revamped its Yahoo! Personals, it’s going to
get on the horn and let people know about it,” Baker said.
BRAND
COMPANY NAME,
LOCATION
At eBay, the message is getting through: The number of active
users on the site was up 45% compared to a year ago, based on
first-quarter results, while eBay Motors now accounts for about $8.7
billion in gross merchandise sales annually.
AOL, which ratcheted up its mainstream ad budget from $152
million in 2002 to $220 million in 2003, wasn’t using the ads to
support a juggernaut of revenue; unlike eBay, which had its usual mother lode of positive pr, most of the headlines
surrounding AOL were negative. However, there
are now signs that the mammoth ISP is turning the
corner, with messaging tilted to specific aspects of
the service, such as AOL Broadband exclusive concerts and security features.
But as Web brands continue to mature, it’s clear
there are more ways to market a brand than to merely pump up the budget and talk about new features.
Both AOL and MSN saw strategic marketing shifts
in the last year. AOL, following the departure of evp-brand marketing Len Short in February, changed its focus from high-profile
marketing to selling multiple à la carte products as its dial-up subscriber base continued its decline from 26.2 million in Q1 2003 to
24 million during this year’s first quarter. After launching dial-up
MSN8 in 2002, the Microsoft ISP put more attention in 2003 on
its broadband-enthusiast focused MSN Premium.
Yahoo! looked to reclaim its search heritage by doing a campaign solely focused on that service, no doubt feeling the heat from
Google. “Yahoo is a player in search, but the search wars are heating up,” noted Jupiter Research associate analyst Nate Elliott.
But that did not mean a mainstream budget increase. Yahoo!
spending dipped from $42.1 million to $38.9 million in 2003.
Which gets us back to the microscopic budget of About.com.
Considered a solid player, the site is part of Primedia’s Enthusiast Media segment, which showed a paltry 0.5% gain in revenue.
Not exactly the stuff of which big ad budget increases are made.
Still, the site launched a redesign in April, “punching up the brand
on every single page,” said Elliott. That may not cause media buying shops to jump, but it’s marketing nonetheless.
B
LEAD AGENCY,
LOCATION
UNIQUE
MEDIA
AUDIENCE EXPENDITURES
(millions*)
(millions)
QUALITY
INTENT
EQUITY
1. MSN
McCann-Erickson, SF
88.6
$75.9
6.69
83%
6.78
56.1
2. Yahoo!**
Yahoo!, Sunnyvale, CA
Soho Square, NY
88.3
56.8
7.20
93%
7.98
68.0
3. Microsoft
McCann-Erickson, SF
84.2
522.9
NA
NA
NA
NA
4. AOL
Time Warner, NY
BBDO, NY; Wieden+Kennedy, OR
68.9
230.4
5.77
83%
4.84
41.3
5. Google
Google, Mountain View, CA
N/A
53.1
11.0
7.43
85%
8.23
69.3
6. eBay***
eBay, San Jose, CA
Goodby, Silverstein, SF
49.9
191.5
6.89
85%
7.35
60.3
2. Amazon
Amazon, Seattle
N/A
37.4
44.6
6.94
77%
7.55
61.5
2. Real
RealNetworks, Seattle
Publicis, Seattle
33.5
5.9
NA
NA
NA
NA
19.5
3. Lycos Network
10. About Network
Terra Lycos, Madrid
Ogilvy & Mather, NY
31.9
Primedia, NY
N/A
27.2
* Includes Interactive spending in this Superbrands category only; ** includes HotJobs; *** includes Half.com
www.brandweek.com
0.21
6.27
47%
6.00
46.2
6.39
20%
6.81
52.5
Sources: Nielsen//Net Ratings (unique audience data); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18)
JUNE 21, 2004
S69
America’sTop 2000 Brands
BRAND INDEX
1-800-CALLATT
140
1-800-COLLECT
685
1-800-DENTIST
1409
10-10-220 LONG DISTANCE INTL RES&RES
222
46
101 DALMATIANS II VIDEO
1672
20TH CENTURY FOX CHEAPER/DOZEN MOVIE 540
20TH CENTURY FOX DAREDEVIL MOVIE
545
20TH CENTURY FOX DOWN WITH LOVE MV
1160
20TH CENTURY FOX JUST MARRIED MOVIE
1242
20TH CENTURY FOX LG/EXTRDNRY GNTLMN
534
20TH CENTURY FOX MASTER&COMMANDER MV 586
20TH CENTURY FOX MSTR&CMNDR/SD WD MV 1678
20TH CENTURY FOX PHONE BOOTH MOVIE
924
20TH CENTURY FOX RUNAWAY JURY MOVIE
632
20TH CENTURY FOX STUCK ON YOU MOVIE
700
20TH CENTURY FOX WRONG TURN MOVIE
1942
20TH CENTURY FOX X2 X-MEN UNITED
446
24 HOUR FITNESS CENTER
1178
3 MUSKETEERS CANDY BAR
1131
3M FILTRETE AIR FILTER
1657
7 ELEVEN FOOD STORES
681
7 UP SOFT DRINK
672
A&E CABLE TV
617
AAA WORLD WIDE TRAVEL
1528
AAMCO TRANSMISSIONS SVC
1451
AARP AMER ASSN/RTRD PRSN
393
AARP HEALTH CARE OPTION
1037
ABBOTT LAB RHEUMATOID ARTHRITIS
765
ABC FAM CHANNEL CABLE TV
1909
ABC TV NETWORK ENTERTAINMENT DIV
262
ABREVA COLD SR&FVR BLSTR TRTMNT
585
ABSOLUT FLAVORED VODKA
1496
ABSOLUT VODKA
835
ACCENTURE CP
481
ACCU-CHEK COMPACT GLUCOSE MONITOR
1542
ACE HARDWARE STORES
330
ACTIVISION TONY HAWKS UNDRGRND/GM
1959
ACURA AUTOS RL
1839
ACURA AUTOS RSX
629
ACURA AUTOS TL
161
ACURA AUTOS TL LEASING
1140
ACURA AUTOS TSX
435
ACURA TRUCKS MDX
340
ACUVUE 2 COLOURS DISPOSABLE CNTCT LN 1395
ACUVUE 2 DISPOSABLE CONTACT LENS
547
ADDERALL XR ADHD RX
349
ADIDAS ADRENALINE FRAGRANCE MEN
1584
ADIDAS SNEAKERS MEN
1430
ADOBE ACROBAT SOFTWARE
1563
ADORAMA MISC DR
1689
ADT SAFEWATCH SECURITY SYSTEM
1876
ADT SECURITY SYSTEM
535
ADVAIR ASTHMA RX
87
ADVANCE AUTO PARTS STORE
732
ADVIL ALLERGY SINUS CAPLETS
1291
ADVIL PAIN RELIEVER LIQUI-GELS
316
ADVIL PAIN RELIEVER TABLETS
1525
AETNA LIFE&CASUALTY MEDICAL INS
1889
AFLAC MEDICAL INSURANCE
230
AIG INSURANCE & FIN SVC
903
AIR JAMAICA AIRLINES INTL
1518
AIRTRAN AIRWAYS DOM
1002
ALAMO RENT-A-CAR
1494
ALAVERT ALLERGY TABLETS
322
ALAVERT D-12 ALLERGY & SINUS TABLETS
1700
ALBERTSONS FOOD STORES
194
ALEVE COLD & SINUS CAPLETS
1231
ALEVE PAIN RELIEF CAPLETS
361
ALKA-SELTZER PLUS COLD TABLETS
914
ALLEGRA ALLERGY RX
70
ALLSTATE AUTO & HOMEOWNERS INS
1616
ALLSTATE AUTO INSURANCE
115
ALLSTATE CORP CP
1952
ALLSTATE HOMEOWNERS INSURANCE
1434
ALLSTATE VAR INSURANCE
269
ALLTEL WIRELESS SERVICE
121
ALMAY BRIGHT EYES MASCARA
1481
ALMAY NEARLY NAKED LIQUID MAKEUP
1465
ALTRIA GROUP INC CP
1237
ALWAYS MAXI PADS
413
AM PM MINI MARKET
1976
AMBIEN SLEEP RX
454
AMC THEATRES
734
AMERICA ONLINE INTERNET SERVICES
20
AMERICAN AIRLINES DOM
557
AMERICAN AIRLINES DOM & INTL
612
AMERICAN AIRLINES INTL
1259
AMERICAN BLND&WLPR FCTRY HH DR
1523
AMERICAN CLG/GSTRNTRLGY
1625
AMERICAN DAIRY ASSN CHEESE
909
AMERICAN DAIRY ASSN CHOCOLATE MILK
619
AMERICAN DAIRY ASSN MILK
1324
AMERICAN EAGLE OUTFITTER MEN & WOMEN 1955
AMERICAN EGG BOARD
1314
AMERICAN EXPRESS BLUE CREDIT CARD
163
AMERICAN EXPRESS BUS CREDIT CARD
688
AMERICAN EXPRESS CO CP
1785
AMERICAN EXPRESS CREDIT CARD
84
AMERICAN EXPRESS DELTA SKYMILES CARD 1333
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1
VERIZON WIRELESS SERVICE
841,513.20
661,090.70
27%
51
COORS LIGHT BEER
124,638.50
130,339.60
-4%
2
MCDONALDS RESTAURANT
547,495.90
537,600.40
2%
52
KOHLS DEPT SALES ANNOUNCEMENT
123,348.80
57,478.10
115%
3
CINGULAR WIRELESS SERVICE
517,897.40
427,238.80
21%
53
WALGREENS DRUG STORES
123,319.70
118,148.40
4%
4
HOME DEPOT HOME CENTER
503,763.00
378,628.50
33%
54
SEARS DEPT MISC
122,623.20
132,223.10
-7%
5
AT&T MLIFE WIRELESS SERVICE
350,791.30
356,074.00
-1%
55
CHRYSLER AUTOS PACIFICA
120,637.10
6
AT&T WIRELESS SERVICE
307,940.10
236,556.20
30%
56
MITSUBISHI TRUCKS ENDEAVOR
119,803.10
0
NA
7
T-MOBILE WIRELESS SERVICE
305,978.20
124,184.00
146%
57
JC PENNEY DEPT MISC
119,169.60
119,589.50
0%
8
NEWS AMERICA FSI
302,900.00
234,874.50
29%
58
MILLER LITE BEER
118,325.60
120,040.80
-1%
9
LOWES BLDG SUPP STR
299,091.40
262,374.00
14%
59
CHRYSLER AUTO&TRK VAR
117,494.80
99,855.70
18%
10
WENDYS RESTAURANT
297,322.00
270,408.20
10%
60
DODGE DLR ASSN VAR AUTO&TRK
117,409.10
98,516.90
19%
389.50 30872%
11
BEST BUY ELECT STR
293,754.70
293,660.90
0%
61
COMCAST CABLE
115,836.90
30,296.60
282%
12
SPRINT WIRELESS SERVICE
293,389.20
121,385.00
142%
62
GATORADE RTS BEVERAGE
114,343.80
85,366.00
34%
13
BURGER KING RESTAURANT
270,337.40
334,417.00
-19%
63
DOMINOS PIZZA RESTAURANT
114,334.20
121,610.90
-6%
14
DELL VAR COMPUTERS COMPUTER PDTS DR
254,583.90
207,677.70
23%
64
SEARS DEPT SALES ANNOUNCEMENT
114,257.10
109,156.70
5%
15
SUBWAY RESTAURANT
248,146.90
217,773.70
14%
65
SINGULAIR RX
114,244.00
50,753.40
125%
16
VALASSIS COUPONS
239,568.80
259,854.60
-8%
66
ZOLOFT DEPRESSION RX
114,228.70
48,587.20
135%
17
MASTERCARD CREDIT CARD
232,525.90
188,169.00
24%
67
PREVACID HEARTBURN RX
113,987.00
81,904.20
39%
18
KFC RESTAURANT
222,334.70
224,393.00
-1%
68
NEXTEL CELLULAR SERVICE
113,202.40
94,436.80
20%
19
GENERAL MOTORS CORP VAR AUTO&TRK
221,587.50
164,186.00
35%
69
BUDWEISER BEER
112,832.90
129,739.90
-13%
20
AMERICA ONLINE INTERNET SERVICES
219,556.70
150,464.90
46%
70
ALLEGRA ALLERGY RX
111,397.10
119,936.80
-7%
21
NEXIUM HEARTBURN RX
215,171.80
193,014.00
11%
71
DODGE TRUCKS RAM PICKUP
111,346.10
103,076.80
8%
22
CIRCUIT CITY STORES
211,688.10
239,129.50
-11%
72
EXPEDIA.COM TRAVEL SVC ONLINE
111,094.90
49,975.30
122%
23
FORD TRUCKS F-SERIES
209,409.70
111,714.60
87%
73
LIPITOR CHOLESTEROL RX
109,775.10
79,844.30
37%
24
MACYS DEPT SALES ANNOUNCEMENT
203,059.10
226,750.70
-10%
74
TOYS R US STORE
108,496.80
97,442.60
11%
25
TACO BELL RESTAURANT
200,667.90
195,706.50
3%
75
COCA-COLA CLASSIC SOFT DRINK
107,649.00
94,333.20
14%
26
RADIO SHACK ELECT STR
182,159.20
190,986.40
-5%
76
APPLEBEES NGHBRHD GRL&BR
106,141.50
93,538.00
13%
27
SPRINT PCS RETAIL STORE
176,007.40
128,561.60
37%
77
WASHINGTON MUTUAL BANK CONSUMER SVC
105,205.30
70,265.50
50%
28
OFFICE/NATL DRUG CONTROL
173,450.40
184,466.00
-6%
78
SBC COMMUNICATIONS RESIDENTIAL
105,047.20
2,801.70
3649%
29
DIRECTV SATELLITE SYSTEM
173,413.00
112,964.00
54%
79
AT&T WIRELESS STORE
104,469.30
44,959.90
132%
30
PIZZA HUT RESTAURANT
171,316.10
153,886.70
11%
80
CLARINEX ALLERGY RX
104,141.40
128,648.60
-19%
31
TOYOTA DLR ASSN VAR AUTO&TRK
171,268.60
186,570.10
-8%
81
FORD AUTO&TRK VAR
103,772.10
103,360.90
0%
32
JC PENNEY DEPT SALES ANNOUNCEMENT
170,024.30
167,259.40
2%
82
JEEP VEHICLES VAR
103,458.20
73,199.50
41%
33
WAL-MART DISC MISC
165,152.10
152,074.30
9%
83
HONDA AUTOS ACCORD
103,172.00
119,962.10
-14%
34
GEICO AUTO INSURANCE
159,516.40
127,334.40
25%
84
AMERICAN EXPRESS CREDIT CARD
102,868.20
101,118.00
2%
35
VISA CREDIT CARD
158,524.30
168,489.10
-6%
85
SOUTHWEST AIRLINES DOM
102,414.50
121,390.20
-16%
36
HEWLETT-PACKARD CO CP
155,194.90
81,779.50
90%
86
PROGRESSIVE AUTO INSURANCE
101,798.90
110,552.50
-8%
37
TARGET DISC MISC
150,607.60
159,951.80
-6%
87
ADVAIR ASTHMA RX
101,274.30
108,126.50
-6%
38
SPRINT PCS DIGITAL SERVICE
146,660.30
227,534.10
-36%
88
TOYOTA AUTOS CAMRY
100,851.60
135,217.90
-25%
39
TARGET DISC MULTI-PDTS
146,659.80
118,691.00
24%
89
CINGULAR WIRELESS STORE
100,608.50
72,552.90
39%
40
CHEVROLET TRUCKS SILVERADO
144,249.10
98,990.90
46%
90
MAZDA AUTOS 6
99,594.40
31,040.40
221%
41
CAPITAL ONE PLATINUM MASTERCARD&VISA
143,419.40
174,851.30
-18%
91
SEARS DEPT APPLIANCES
99,580.00
90,187.70
10%
42
FRYS ELECTRONICS STORE
142,873.10
119,380.40
20%
92
ROOMS TO GO FURN STR
98,246.10
79,819.30
23%
43
SPRINT PCS VISION WIRELESS SERVICE
139,601.30
62,096.90
125%
93
VERIZON WIRELESS STORE
98,196.90
97,874.80
0%
44
DODGE AUTO&TRK VAR
138,695.00
142,649.80
-3%
94
ZYRTEC ALLERGY RX
98,049.20
74,415.30
32%
45
NISSAN AUTOS ALTIMA
137,482.30
183,340.40
-25%
95
BOSE CORP AUDIO PDTS DR
97,877.00
81,512.30
20%
46
135,085.70
0
NA
96
JEEP VEHICLES GRAND CHEROKEE
96,972.60
86,086.60
13%
47
FORD DLR ASSN VAR AUTO&TRK
131,004.00
168,542.00
-22%
97
NIKE SNEAKERS MEN
96,448.90
60,601.30
59%
12%
48
BUD LIGHT BEER
129,207.70
112,475.00
15%
98
WOMENS MKTG&SPORTS INC
95,955.80
85,524.70
49
BANK OF AMERICA CONSUMER SERVICES
127,780.70
131,308.30
-3%
99
ARBYS RESTAURANT
95,837.90
97,882.80
-2%
50
LINCOLN MERC DLR ASSN VAR AUTO&TRK
125,442.80
75,612.50
66%
100 NISSAN AUTO&TRK VAR
95,797.70
51,643.50
85%
Source: TNS/CMR. Note: Brands are ranked by U.S. media spending in thousands of dollars.
S70
JUNE 21, 2004
www.brandweek.com
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
BRAND INDEX
2003
TOTAL
2002
TOTAL
%
CHG.
101 DISH NETWORK SATELLITE SYSTEM
95,797.50
41,847.20
129%
151 PROCRIT ANEMIA RX
74,841.50
75,089.70
0%
102 NEXTEL WIRELESS SERVICE
95,300.20
66,411.20
44%
152 HYUNDAI AUTOS SONATA
74,835.90
30,839.30
143%
103 CHILIS GRILL&BAR REST
94,814.40
80,515.30
18%
153 WALT DISNEY WORLD
74,335.20
82,693.70
-10%
104 SATURN AUTOS ION
94,568.20
0
NA
154 DIR GENERAL SERVICES
74,243.50
59,619.70
25%
105 DODGE TRUCKS CARAVAN
94,379.30
88,861.00
6%
155 US ARMY
73,999.40
85,367.50
-13%
106 PETMEDS EXPRESS MISC DR
93,382.20
60,494.50
54%
156 SBC COMMUNICATIONS INC CP
73,626.70
71,287.00
3%
107 VIAGRA IMPOTENCE RX
93,239.00
87,354.70
7%
157 IMITREX MIGRAINE RX
73,506.90
70,913.70
4%
108 MEDIA NETWORKS SERVICE
93,226.90
75,920.60
23%
158 HALLMARK GOLD CROWN STR
72,542.80
34,199.60
112%
109 CREST WHITESTRIPS DENTAL WHTNG SYS
92,885.80
67,371.90
38%
159 CHEVROLET DLR ASSN VAR AUTO&TRK
72,536.50
85,127.90
-15%
110 KOHLS DEPT MISC
91,913.10
82,276.10
12%
160 MAZDA DLR ASSN VAR AUTO&TRK
72,285.70
68,657.70
5%
111 RED LOBSTER RESTAURANT
91,430.30
74,363.70
23%
161 ACURA AUTOS TL
71,684.20
69,716.60
3%
112 PEPSI SOFT DRINK
89,914.00
72,898.60
23%
162 STAPLES OFFICE SUPPLY
71,670.10
70,973.30
1%
113 FLONASE NASAL RX
89,755.10
76,857.80
17%
163 AMERICAN EXPRESS BLUE CREDIT CARD
71,305.20
9,124.80
681%
114 OLD NAVY CLOTHING STORE MEN & WOMEN
89,273.20
6,799.20
1213%
164 KIA TRUCKS SORENTO
71,238.60
51,078.90
39%
115 ALLSTATE AUTO INSURANCE
89,168.30
40,719.30
119%
165 VALTREX HERPES RX
70,599.10
46,771.10
51%
116 KMART DISC MISC
89,032.20
122,304.80
-27%
166 VOLKSWAGEN AUTOS JETTA
70,550.40
97,559.40
-28%
117 VISA CHECK CARD
89,026.30
93,842.90
-5%
167 DE BEERS DIAMONDS
70,331.40
63,622.30
11%
118 NISSAN TRUCKS MURANO
88,772.20
2,354.00
3671%
168 VOLKSWAGEN AUTOS BEETLE
69,513.30
54,027.80
29%
119 OFFICE DEPOT OFFICE SUPP
88,620.80
116,179.40
-24%
169 HBO CABLE TV
69,280.30
80,772.30
-14%
120 PONTIAC AUTOS GRAND PRIX
88,341.40
15,400.30
474%
170 PAPA JOHNS PIZZA REST
69,123.40
56,274.70
23%
121 ALLTEL WIRELESS SERVICE
87,930.40
52,799.10
67%
171 BOUNTY PAPER TOWELS
69,032.50
48,515.30
42%
122 IBM E-BUSINESS SERVICES
87,653.10
137,161.80
-36%
172 ROYAL CARIBBEAN CRUISES
68,758.50
71,494.00
-4%
123 UPS UNITED PARCEL SVC DOM & INTL
87,068.50
70,065.00
24%
173 MICROSOFT CORP CP
68,631.30
8,779.20
682%
124 DISCOVER CARD CREDIT CARD
86,923.40
86,371.10
1%
174 CASTALIAN MUSIC VAR RECORDINGS DR
68,352.20
76,193.30
-10%
125 INTEL CENTRINO COMPUTER COMPONENTS
86,885.50
0
NA
175 GMC TRUCKS ENVOY
68,291.20
66,961.00
2%
126 AT&T RESIDENTIAL
86,791.30
25,387.60
242%
176 SATURN AUTO&TRK VAR
67,782.00
14,747.20
360%
127 CELEBREX ARTHRITIS RX
86,654.80
81,061.10
7%
177 CARMAX AUTO SUPERSTORE
67,587.00
47,379.30
43%
128 OLIVE GARDEN RESTAURANT
86,283.70
82,123.70
5%
178 ELIDEL ECZEMA RX
67,285.50
0
NA
129 FORD TRUCKS EXPLORER
86,013.80
60,594.90
42%
179 MSN INTERNET SERVICES
67,284.70
82,211.00
-18%
130 PAID PROGRAM COMMERCIAL
85,903.40
138,011.40
-38%
180 ROBINSONS MAY DEPT SALES ANNC
67,163.70
78,112.80
-14%
131 HUMMER VEHICLES H2
85,835.10
39,519.70
117%
181 JACK IN THE BOX REST
66,925.20
72,848.10
-8%
132 CITIBANK CONSUMER SERVICES
84,816.00
20,833.60
307%
182 DR PEPPER SOFT DRINK
66,752.10
62,339.20
7%
183 LIBERTY MEDICAL SUPPLY DRUGS/TOIL DR
66,373.60
52,117.60
27%
184 OLD NAVY CLOTHING STORE FAMILY
66,183.90
135,763.80
-51%
11,312.00
485%
133 WAL-MART DISC MULTI-PDTS
84,273.20
73,032.50
15%
134 ORTHO EVRA CONTRACEPTIVE RX
84,237.70
35,610.70
137%
135 BOWFLEX EXERCISE EQUIP DR
83,746.20
58,454.50
43%
185 WACHOVIA BANK CONSUMER SERVICES
66,146.90
136 CHARLES SCHWAB CONSUMER SERVICES
83,570.30
152,117.60
-45%
186 LEXUS TRUCKS RX 330
65,780.50
0
NA
137 GE GENERAL ELECTRIC CO CP
82,597.80
64,336.90
28%
187 CHEVROLET TRUCKS TRAILBLAZER
65,569.70
90,755.00
-28%
138 ZOCOR CHOLESTEROL RX
80,535.30
93,281.40
-14%
188 TIME WARNER CABLE CO
65,498.00
64,463.00
2%
139 NISSAN AUTOS MAXIMA
80,335.80
67,169.70
20%
189 ECKERD DRUG STORE
65,333.10
67,535.50
-3%
140 1-800-CALLATT
79,354.10
118,822.20
-33%
190 LIBERTY TRAVEL AGENCY
65,197.90
64,963.50
0%
141 FORD AUTOS FOCUS
79,284.50
60,923.10
30%
191 CHEVROLET AUTOS MALIBU
65,039.10
5,892.70
1004%
142 CVS DRUG STORE
79,036.90
58,806.30
34%
192 IBM E-BUS/DEMAND SVC
64,744.20
8,182.40
691%
143 DELL DIMENSION&INSPIRON CMPTR PDT DR
78,762.90
88,134.80
-11%
193 CLAIROL NICE N EASY HAIR COLOR
64,655.00
20,228.40
220%
-14%
144 VIOXX OSTEOARTHRITIS RX
77,649.10
70,338.80
10%
194 ALBERTSONS FOOD STORES
63,318.00
73,664.70
145 PLAVIX BLOOD THINNER RX
77,347.90
53,295.70
45%
195 ITT TECHNICAL INSTITUTE
63,029.00
59,940.60
5%
146 SATURN DLR ASSN VAR AUTOS
76,467.80
96,540.40
-21%
196 TGI FRIDAYS RESTAURANT
63,005.30
44,842.00
41%
147 CHRYSLER TRUCKS TOWN & COUNTRY
76,280.90
61,996.10
23%
197 FORD DLR ASSN F-SERIES
62,937.10
40,477.50
55%
148 VOLKSWAGEN TRUCKS TOUAREG
76,237.40
0
NA
198 HYUNDAI TRUCKS SANTA FE
62,719.50
64,418.40
-3%
149 DODGE TRUCKS DURANGO
76,116.10
26,148.70
191%
199 SAFEWAY FOOD STORE
62,320.90
37,664.40
65%
150 NISSAN TRUCKS XTERRA
75,778.50
108,940.20
-30%
200 PHILIP MORRIS COS INC PUBLIC SERVICE
62,190.20
37,955.60
64%
AMERICAN EXPRESS FIN ADV CON SVC
AMERICAN EXPRESS GIFT CHEQUES
AMERICAN EXPRESS TRAVELERS CHEQUES
AMERICAN FURN WAREHOUSE
AMERICAN LEGACY FNDTN
AMERICAN PLASTICS CNCL
AMERICAN RED CROSS
AMERICAN STOCK EXCHANGE
AMERICAS BEST CNTCTS&EYE
AMERIDEBT COUNSELING CONSUMER SVC
AMERIQUEST MORTGAGE CONSUMER SVC
AMERITRADE BROKERAGE ONLINE
AMICA VAR INSURANCE
AMSOUTH BANK CONSUMER SERVICES
AMSTEL LIGHT BEER
AMTRAK RAILROAD
ANDERSEN WINDOWS
ANDROGEL TESTOSTERONE RX
ANHEUSER-BUSCH VAR BEERS
ANTWERPEN MOTORCARS
APPLE IPOD MP3 PLAYER
APPLE POWER MAC G5 COMPUTER
APPLE POWERBOOK G4 PORTABLE COMPUTER
APPLE POWERBOOK PORTABLE COMPUTER
APPLE VACATIONS TRAVEL
APPLEBEES NGHBRHD GRL&BR
APPLEMUSIC.COM STORE ONLINE
AQUAFINA PURIFIED WATER
AQUAFRESH EXTREME CLEAN TOOTHPASTE
AQUOS TV
ARBOR MIST WINE BLENDERS
ARBYS RESTAURANT
ARCHER DANIELS MIDLAND CP
ARDLEIGH-ELLIOTT COLLECTIBLES DR
ARICEPT ALZHEIMERS RX
ARIMIDEX BREAST CANCER RX
ARM&HAMMER ADVANCE WHITE TOOTHPASTE
ARM&HAMMER COMPLETE CARE TOOTHPASTE
ARRID TOTAL SOLID AP/DEOD
ART INSTITUTE INTL
ART INSTRUCTION CORR SCH DR
ART VAN FURNITURE STORE
ARTISAN BOAT TRIP MOVIE
ASHLEY FURN HOME STR
ASHTON-DRAKE GALLERIES CLCTBLS DR
AT&T LONG DISTANCE RESIDENTIAL
AT&T MLIFE WIRELESS SERVICE
AT&T PREPAID WIRELESS SERVICE
AT&T RESIDENTIAL
AT&T WIRELESS SERVICE
AT&T WIRELESS STORE
ATA AMERICAN TRANS AIR DOM
ATLANTIS RESORT BAHAMAS
AUDI AUTOS A4 LEASING
AUDI AUTOS A8
AUDI DLR ASSN VAR AUTOS
AUTOTRADER.COM DLR ONLINE
AUTOZONE PARTS STORE
AVANDIA DIABETES RX
AVAYA INC CP
AVEENO CLEAR COMPLEXION FMNG CLNSR
AVEENO POSITIVELY RDNT DLY FCL MSTRZ
AVEENO POSITIVELY SMOOTH MSTRZNG LTN
AVENTIS SA DVT
AVIS RENT-A-CAR
AVLIMIL FEMALE SXL DSFNCTN MDCN
AVON ANEW RETROACTIVE SKIN CREAM
AXE DEOD BODY SPRAY
AXE ESSENCE DEOD BODY SPRAY
B&H PHOTO CORP MULTI-PDTS DR
BACARDI SILVER MALT LIQUOR
BAERS FURNITURE STORE
BAHAMAS TP
BAILEYS IRISH CREAM LIQUEUR
BALL PARK HOT DOGS
BALLY TOTAL FITNESS CLUB
BAN BEAUTIFULLY SMOOTH SOLID AP/DEOD
BANANA REPUBLIC APPAREL
BAND-AID LIQUID BANDAGES
BANK OF AMERICA CONSUMER SERVICES
BANK OF AMERICA ONLINE
BANK ONE CONSUMER SERVICES
BANK ONE MASTERCARD & VISA
BANK ONE PLATINUM VISA
BANK ONE VISA
BANKRATE CONSUMER SERVICES
BARGAIN NETWORK AUCTIONS
BARILLA PASTA
BASSETT FURNITURE DIRECT
BAYER ASPIRIN PAIN REMEDIES
BEEF INDUSTRY COUNCIL BEEF
BELLSOUTH BUSINESS
BELLSOUTH BUSINESS & RESIDENTIAL
BELLSOUTH FASTACCESS INTERNET SVC
BELLSOUTH RESIDENTIAL
BENADRYL ALLERGY CAPLETS
BENEFIBER FIBER LAXATIVE
BENJAMIN MOORE PAINT
BEST BUY ELECT STR
BEST WESTERN HOTELS
858
1454
1373
873
842
574
1886
645
1708
643
231
537
1933
1384
538
755
1228
1775
601
1524
384
760
1423
1041
626
76
1720
683
829
1093
1989
99
1405
1437
351
766
1549
1980
1992
1510
1586
627
1730
911
894
1213
5
660
126
6
79
600
1645
1739
371
405
1117
238
503
1288
703
832
1308
1003
912
529
1630
1071
1856
1600
966
1472
1698
1977
1792
466
1979
1883
1499
49
1306
255
982
606
474
1740
663
1793
1212
1928
1673
1260
884
983
383
771
1679
849
11
1570
www.brandweek.com
JUNE 21, 2004
S71
BRAND INDEX
BEST WESTERN HOTELS WORLDWIDE
BETTY CROCKER FRUIT BY/FOOT SNACKS
BETTY CROCKER HMBRGR HLP DINNER
BEYOND PARADISE FRAGRANCE WOMEN
BF GOODRICH AUTO TIRES
BIG 5 SPORTING GOODS STR
BIG LOTS STORE
BILL HEARD CHEVROLET
BLOCKBUSTER VIDEO STORE
BLOOMINGDALES DEPT SALES ANNC
BLUE CROSS&BLUE SHIELD MEDICAL INS
BLUE FRAGRANCE WOMEN
BMW AUTOS 3-SERIES
BMW AUTOS 3-SERIES LEASING
BMW AUTOS 5-SERIES
BMW AUTOS 5-SERIES LEASING
BMW AUTOS Z4 ROADSTER
BMW DLR ASSN VAR AUTO&TRK
BMW DLR ASSN VAR AUTOS
BMW TRUCKS X5
BOB DANCE AUTO DLR
BOEING CO CP
BORDERS BOOKS&MUSIC CAFE
BOSCOVS DEPT MISC
BOSE CORP AUDIO PDTS DR
BOSLEY MEDICAL INSTITUTE
BOSTON MARKET RESTAURANT
BOTOX COSMETIC WRINKLE RX
BOUNCE FABRIC SOFTENER SHEETS
BOUNTY PAPER TOWELS
BOWFLEX EXERCISE EQUIP DR
BP AMOCO PLC CP
BRADFORD EXCHANGE COLLECTIBLES DR
BRANDSMART USA ELECT STR
BRAUN SYNCRO SELF CLEANING SHVR M
BRAVO CABLE TV
BRAWNY PAPER TOWELS
BRIGHT HOUSE NTWRKS CBL
BRINKS SECURITY SYSTEM
BRISTOL-MYERS SQUIBB CO CP
BRITA PITCHER & WATER FILTERS
BRITISH AIRWAYS INTL
BROWNCO BROKERAGE ONLINE
BRUCE ALMIGHTY VIDEO
BRYMAN COLLEGE
BUD LIGHT BEER
BUDGET CAR&TRUCK RENTAL
BUDWEISER BEER
BUENA VISTA 25TH HOUR MOVIE
BUENA VISTA BRINGING DOWN THE HOUSE
BUENA VISTA BROTHER BEAR MOVIE
BUENA VISTA CALENDAR GIRLS MOVIE
BUENA VISTA COLD CREEK MANOR MOVIE
BUENA VISTA FINDING NEMO MOVIE
BUENA VISTA FREAKY FRIDAY MOVIE
BUENA VISTA HAUNTED MANSION MOVIE
BUENA VISTA HOLES MOVIE
BUENA VISTA HOME VIDEOS VAR VIDEOS
BUENA VISTA JUNGLE BOOK II MOVIE
BUENA VISTA LIZZIE MCGUIRE MOVIE
BUENA VISTA OPEN RANGE MOVIE
BUENA VISTA PIGLETS BIG MOVIE
BUENA VISTA PIRATES/THE CARIBBEAN MV
BUENA VISTA RECRUIT MOVIE
BUENA VISTA SHANGHAI KNIGHTS MOVIE
BUENA VISTA UNDER/TUSCAN SUN MOVIE
BUENA VISTA VERONICA GUERIN MOVIE
BUICK AUTO&TRK DIV CP
BUICK AUTOS LESABRE
BUICK AUTOS VAR
BUICK DLR ASSN VAR AUTO&TRK
BUICK TRUCKS RAINIER
BUICK TRUCKS RENDEZVOUS
BURDINES DEPT SALES ANNOUNCEMENT
BURGER KING RESTAURANT
BURLINGTON COAT FACTORY FAMILY
BURLINGTON COAT FACTORY MEN
BURLINGTON COAT FACTORY MEN & WOMEN
BUSHS BAKED BEANS
BUTTERFINGER CANDY BAR
CABLE TV PROMO
CADILLAC AUTO&TRK VAR
CADILLAC AUTOS CTS
CADILLAC DLR ASSN VAR AUTO&TRK
CADILLAC DLR ASSN VAR AUTOS
CADILLAC TRUCKS ESCALADE ESV
CADILLAC TRUCKS SRX
CALIFORNIA ALMOND BOARD ALMONDS
CALIFORNIA DEPT/HLTH SVC
CALIFORNIA MILK ADVR BRD CHEESE
CALIFORNIA STATE LOTTERY
CALLAWAY GREAT/BERTHA II GOLF CLUBS
CALTRATE 600 PLUS D CALCIUM TABLETS
CAMBRIDGE CREDIT CONS CONSUMER SVC
CAMEL VAR CIGARETTES
CAMPBELLS CHUNKY SOUP
CAMPBELLS SOUP
CAMPBELLS SOUP AT HAND MICRO SOUP
CAMPBELLS VAR SOUP
CANADA TP
1043
1875
1530
1348
1390
248
227
533
636
706
1521
1926
1358
1593
575
1890
1905
582
781
1837
1728
1975
1897
1949
95
467
1024
332
615
171
135
1304
214
272
1449
1970
1052
1787
502
840
584
605
1894
1872
1950
48
879
69
1833
573
465
1553
1341
313
608
486
1030
1432
1527
1114
825
1583
345
752
716
757
1644
557
1772
1662
735
271
1490
1099
13
973
1150
1725
916
1936
1371
445
319
480
1686
1368
235
1438
1589
1478
1077
1292
1962
868
403
708
264
1252
1873
1508
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
52,174.40
85,647.90
-39%
52,122.70
40,825.40
28%
26,409.30
97%
RANK/
BRAND
2003
TOTAL
2002
TOTAL
201 FOX TV NETWORK ENTERTAINMENT DIV
62,049.40
48,631.40
28%
251 HONDA AUTOS CIVIC
202 MERVYNS DEPT MULTI-PDTS
61,671.80
77,607.00
-21%
252 KROGER FOOD STORES
203 SBC COMM LONG DIST RESIDENTIAL
61,439.50
1,019.40
5927%
253 STATE FARM AUTO INSURANCE
51,975.10
254 MCI WORLDCOM RESIDENTIAL
51,704.80
0
NA
255 BANK ONE CONSUMER SERVICES
51,603.00
38,601.30
34%
204 VERIZON RESIDENTIAL
61,405.10
76,710.10
-20%
205 VICTORIAS SECRET STORES WOMEN
61,182.60
64,756.50
-6%
206 NISSAN TRUCKS QUEST
60,731.80
0
NA
207 CHEVROLET AUTO&TRK VAR
60,721.30
116,319.30
-48%
208 STRATTERA ADHD RX
60,630.80
0
NA
209 PAXIL CR ANTI DEPRESSION RX
60,603.80
41,217.20
47%
210 KAY JEWELRY STORE
60,603.50
55,965.20
256 DENNYS RESTAURANT
51,482.50
39,523.00
30%
257 CARNIVAL CRUISE LINES CRUISES
51,226.40
44,858.90
14%
258 WB TV NETWORK
51,102.30
30,830.40
66%
259 JEEP DLR ASSN VAR VEHICLES
50,997.80
34,117.60
49%
8%
260 CHEVROLET TRUCKS TAHOE
50,826.40
60,353.10
-16%
211 H&R BLOCK TAX SERVICE CONSUMER SVC
60,346.10
56,132.10
8%
261 HOTELS.COM ONLINE
50,740.50
23,367.00
117%
212 NETZERO INTERNET SERVICES
60,177.30
16,009.10
276%
262 ABC TV NETWORK ENTERTAINMENT DIV
50,290.10
29,590.90
70%
213 SUZUKI DLR ASSN VAR AUTO&VHCLS
60,164.90
89,451.10
-33%
263 DUNKIN DONUTS RESTAURANT
50,173.70
43,662.10
15%
214 BRADFORD EXCHANGE COLLECTIBLES DR
60,034.40
56,209.00
7%
264 CAMPBELLS SOUP
50,092.00
71,022.10
-29%
215 TOYOTA TRUCKS 4RUNNER
59,874.80
41,525.90
44%
265 ENERGIZER MAX HOUSEHOLD BATTERIES
49,801.50
47,955.10
4%
216 DEBT FREE SERVICE CONSUMER SERVICES
59,659.30
39,973.50
49%
266 DILLARDS DEPT APPAREL WOMEN
49,777.90
58,910.00
-16%
217 COMPUSA COMPUTER SPRSTR
58,690.70
56,062.70
5%
218 DURACELL ALKALINE BATTERIES
58,088.30
43,437.00
34%
219 SCOOTER STORE DRUGS/TOILETRIES DR
57,411.20
6,838.20
740%
269 ALLSTATE VAR INSURANCE
220 SBC COMMUNICATIONS INTERNET SERVICES
57,392.50
20,326.40
182%
270 OFFICEMAX OFFICE SUPPLY
221 EARTHLINK INTERNET SERVICES
56,734.80
40,015.60
42%
271 BUICK TRUCKS RAINIER
49,089.40
222 10-10-220 LONG DISTANCE INTL RES&RES
56,715.40
117,741.10
-52%
272 BRANDSMART USA ELECT STR
48,942.00
41,397.70
223 OUTBACK STEAKHOUSE
56,314.50
42,606.50
32%
273 ZALES JEWELERS
48,586.50
44,466.60
9%
224 INFINITI TRUCKS FX45
56,273.90
0
NA
274 US AIR FORCE
48,535.10
41,104.20
18%
225 CLARITIN ALLERGY REMEDY
56,128.90
2,817.40
1892%
275 INFINITI AUTOS G35
48,440.40
80,456.30
-40%
226 CHRYSLER AUTOS PT CRUISER
56,118.40
76,591.90
-27%
276 WACHOVIA SECURITIES CONSUMER SVC
47,808.60
18,207.90
163%
227 BIG LOTS STORE
56,043.40
27,544.50
103%
277 LEXUS DLR ASSN VAR AUTO&TRK
47,677.30
47,053.60
1%
228 SYLVAN LEARNING CENTER
55,798.80
50,740.20
10%
278 FORD TRUCKS EXPEDITION
47,673.20
135,836.50
-65%
229 COMPAQ PRESARIO COMPUTER PDTS DR
55,611.30
31,934.90
74%
279 MERCEDES BENZ AUTOS C-CLASS
47,633.70
17,315.40
175%
230 AFLAC MEDICAL INSURANCE
55,587.90
40,906.20
36%
280 TAMPAX PEARL TAMPONS
47,520.10
19,818.20
140%
231 AMERIQUEST MORTGAGE CONSUMER SVC
55,506.10
27,383.70
103%
281 WELLBUTRIN XL ANTI DEPRESSION RX
47,438.10
0
NA
232 FOLEYS DEPT SALES ANNOUNCEMENT
55,258.20
54,471.20
1%
282 EPSON PRINTERS
47,238.30
25,174.90
88%
267 MITSUBISHI AUTOS VAR
49,642.60
33,343.10
49%
268 KIA TRUCKS SEDONA
49,553.80
48,290.80
3%
49,455.80
21,076.10
135%
49,107.00
42,344.50
16%
35.30 138963%
18%
233 HYUNDAI DLR ASSN VAR AUTOS
55,183.30
30,620.50
80%
283 TOYOTA AUTOS COROLLA
47,042.90
60,322.90
-22%
234 CHEVROLET AUTOS IMPALA
55,151.30
53,427.00
3%
284 OLAY DAILY FACIALS CLEANSING CLOTHS
46,944.00
32,844.70
43%
235 CADILLAC TRUCKS SRX
55,117.00
0
NA
285 ZELNORM IBS RX
46,828.70
0
NA
236 MICROSOFT WINDOWS SERVER 2003 SOF
54,950.30
0
NA
286 FANNIE MAE FOUNDATION
46,760.20
39,507.50
18%
237 GATEWAY COUNTRY CMPTR ST
54,567.30
57,119.80
-4%
287 EFFEXOR XR ANTI DEPRESSION RX
46,717.20
0
NA
238 AUTOZONE PARTS STORE
54,562.90
41,393.50
32%
288 SELECT COMFORT DRCT CORP HH DR
46,663.30
25,950.40
80%
239 PIER 1 IMPORTS STORE
54,560.00
52,316.80
4%
289 SIERRA MIST SOFT DRINK
46,641.30
24,989.90
87%
290 TOYOTA TRUCKS SIENNA
46,637.60
20,780.00
124%
291 MICROSOFT DOTNET SOFTWARE
46,614.20
68,677.70
-32%
240 GAP CLOTHING STORE WOMEN
54,271.80
24,162.10
125%
241 DILLARDS DEPT SALES ANNOUNCEMENT
53,875.10
45,278.00
19%
242 GM GOODWRENCH PARTS & SERVICE
53,795.90
19,769.60
172%
292 CREST NIGHT EFFECTS WHITENING GEL
46,489.50
0
NA
243 DITECH.COM CONSUMER SERVICES
53,685.00
17,692.70
203%
293 LEVITRA ERECTILE DYSFUNCTION RX
46,210.00
0
NA
227%
244 RE/MAX REAL ESTATE
53,549.00
44,668.90
20%
294 LINCOLN AUTOS LS
46,007.40
14,057.40
245 FOSAMAX OSTEOPOROSIS RX
53,157.80
87,474.70
-39%
295 TYLENOL 8 HOUR PAIN RELIEVER GELTABS
45,879.00
0
NA
246 TRUTH ABOUT SMOKING
52,901.20
58,866.00
-10%
296 EMPIRE TODAY CARPET STR
45,700.30
29,413.10
55%
247 JEEP VEHICLES LIBERTY
52,662.60
61,381.80
-14%
297 SPORTMART SPORTING GOODS
45,645.20
34,322.10
33%
248 BIG 5 SPORTING GOODS STR
52,342.60
48,852.00
7%
298 FORD TRUCKS ESCAPE
45,594.50
16,867.50
170%
249 DOVE SHAMPOO & CONDITIONER
52,182.60
0
NA
299 TRAVELOCITY TRAVEL SVC ONLINE
45,552.40
27,958.00
63%
250 SONIC RESTAURANT
52,174.60
47,884.30
9%
300 TOYOTA AUTO&TRK VAR
45,462.80
53,682.70
-15%
S72
JUNE 21, 2004
www.brandweek.com
BRAND INDEX
CANCER TREATMENT CENTERS
CANON MULTI FUNCTION OFC MCHN
CANON POWERSHOT DIGITAL CAMERA
CANON PRINTERS
CAPITAL ONE FED SVNG BNK CON SVC
CAPITAL ONE MILES ONE CARD
CAPITAL ONE PLATINUM MASTERCARD&VISA
CAPRI SUN SPORT RTS BEVERAGE
CAPTAIN MORGAN SPICED RUM
CARDIS FURNITURE STORE
CAREERBUILDER ONLINE
CAREONE CREDIT CNSLNG CONSUMER SVC
CARFAX.COM ONLINE
CARLS FURNITURE STORE
CARLS JR RESTAURANT
CARMAX AUTO SUPERSTORE
CARNATION GOOD START FORMULA
CARNIVAL CRUISE LINES CRUISES
CARSON PIRIE SCOTT DEPT MISC
CARSON PIRIE SCOTT DEPT SALES ANNC
CASCADE 2 IN 1 ACTN PAC DSHWSHR DET
CASCADE COMPLETE LIQ DISHWASHER DET
CASTALIAN MUSIC VAR RECORDINGS DR
CASTROL GTX HIGH MILEAGE MOTOR OIL
CASTROL SYNTEC MOTOR OIL
CBS TV NETWORK ENTERTAINMENT DIV
CDW COMPUTER CENTER
CDW SOLUTIONS PROVIDER
CELEBREX ARTHRITIS RX
CELEBRITY CRUISES
CENTERS/DISEASE CNTRL&PR
CENTRUM &CENTRUM SILVER VITAMINS
CENTRUM PERFORMANCE VITAMINS
CENTURY 21 REAL ESTATE
CESAR SELECT DINNERS CANNED DOG FOOD
CHAMPION MORTGAGE CO CONSUMER SVC
CHANEL BOUTIQUE
CHARLES SCHWAB CONSUMER SERVICES
CHARMIN SCENTS BATHROOM TISSUE
CHARMIN ULTRA BATHROOM TISSUE
CHARTER ONE BANK CONSUMER SERVICES
CHEAP TICKETS TRAVEL
CHECKER AUTO PARTS STORE
CHECKERS RESTAURANT
CHEVROLET AUTO&TRK VAR
CHEVROLET AUTOS CAVALIER
CHEVROLET AUTOS CORVETTE
CHEVROLET AUTOS IMPALA
CHEVROLET AUTOS MALIBU
CHEVROLET AUTOS VAR
CHEVROLET DLR ASSN CAVALIER
CHEVROLET DLR ASSN IMPALA
CHEVROLET DLR ASSN SILVERADO
CHEVROLET DLR ASSN SUBURBAN & TAHOE
CHEVROLET DLR ASSN TRAILBLAZER
CHEVROLET DLR ASSN VAR AUTO&TRK
CHEVROLET DLR ASSN VAR AUTOS
CHEVROLET DLR ASSN VAR TRUCKS
CHEVROLET TRUCKS AVALANCHE
CHEVROLET TRUCKS SILVERADO
CHEVROLET TRUCKS SUBURBAN
CHEVROLET TRUCKS SUBURBAN & TAHOE
CHEVROLET TRUCKS TAHOE
CHEVROLET TRUCKS TRAILBLAZER
CHEVROLET TRUCKS VAR
CHEX MIX SNACK MIX
CHICAGO VIDEO
CHILDRENS TYLENOL PAIN LIQUID
CHILIS GRILL&BAR REST
CHOICE HOTELS INTL
CHRISTIAN CHILDRENS FUND
CHRYSLER AUTO&TRK VAR
CHRYSLER AUTOS CROSSFIRE
CHRYSLER AUTOS PACIFICA
CHRYSLER AUTOS PACIFICA LEASING
CHRYSLER AUTOS PT CRUISER
CHRYSLER AUTOS SEBRING
CHRYSLER DA/VAR AUTO&TRK & JEEP DA
CHRYSLER DLR ASSN VAR AUTO&TRK
CHRYSLER TRUCKS TOWN & COUNTRY
CHUCK E CHEESE REST
CHURCHS FRIED CHCKN REST
CIGNA BUSINESS INSURANCE
CINGULAR WIRELESS SERVICE
CINGULAR WIRELESS STORE
CIRCUIT CITY STORES
CISCO NETWORKING SYSTEMS
CISCO SYSTEMS INC CP
CITI CREDIT CARD
CITI FINANCIAL CONSUMER SERVICES
CITIBANK AADVANTAGE MASTERCARD
CITIBANK CONSUMER SERVICES
CITIBANK MASTERCARD & VISA
CITIBANK VAR CREDIT CARDS
CITIZENS BANK CONSUMER SERVICES
CITRACAL CALCIUM SUPPLEMENT
CITY FURNITURE STORE
CLAIROL HERBAL ESSENCES BODY WASH
CLAIROL HERBAL ESSENCES HAIR COLOR
CLAIROL HERBAL ESSENCES SHAMP & COND
787
1277
1279
524
1692
621
41
1170
1205
1921
571
1209
1415
1857
514
177
1225
257
1998
1929
1532
1568
174
1263
1505
328
1536
1746
127
1087
561
1146
1605
394
1144
1122
1735
136
1139
943
1802
1471
1941
1248
207
1575
1797
234
191
1649
1418
1838
375
1074
1722
159
1770
717
563
40
355
1801
260
187
515
927
1779
1045
103
570
1387
59
448
55
1218
226
1851
1607
637
147
1243
1651
1554
3
89
22
1159
577
401
1414
1134
132
726
1398
390
1898
1417
1447
949
772
RANK/
BRAND
2003
TOTAL
2002
TOTAL
40,137.00
28,834.60
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
01
EBAY.COM AUCTIONS ONLINE
45,393.30
37,460.60
21%
302 ONSTAR VEHICLE MONITORING SYS
45,375.70
11,853.20
283%
352 GMC TRUCKS SIERRA
39,901.40
36,425.90
10%
303 NISSAN TRUCKS FRONTIER
44,806.40
41,578.00
8%
353 LEXUS AUTOS ES
39,899.20
45,715.20
-13%
304 WELLS FARGO BANK CONSUMER SERVICES
44,781.30
49,047.00
-9%
354 FLEET BANK CONSUMER SERVICES
39,791.50
32,327.10
23%
305 KIA AUTOS OPTIMA
44,724.20
8,998.70
397%
355 CHEVROLET TRUCKS SUBURBAN
39,772.20
39,281.70
1%
351 ARICEPT ALZHEIMERS RX
39%
306 WARNER BROS LAST SAMURAI MOVIE
44,664.70
0
NA
356 MICROSOFT OFFICE BUSINESS SOF
39,736.50
1,364.30
2813%
307 GILLETTE MACH 3 TURBO RAZOR MEN
44,664.70
52,771.70
-15%
357 GENERAL MILLS CHEERIOS CEREAL
39,595.50
18,552.90
113%
308 HEINEKEN BEER
44,655.00
52,542.00
-15%
358 HYUNDAI AUTOS ELANTRA
39,383.80
9,241.90
326%
82%
309 NEXTEL COMMUNICATION STR
44,413.60
24,789.80
79%
359 JEEP VEHICLES WRANGLER
39,351.00
21,587.40
310 VOLKSWAGEN DLR ASSN VAR AUTO&TRK
44,369.50
49,972.40
-11%
360 TOYOTA AUTO&TRK DIV CP
39,316.50
34,471.40
14%
311 HALLMARK GREETING CARDS
44,349.10
63,215.70
-30%
361 ALEVE PAIN RELIEF CAPLETS
39,272.40
35,401.60
11%
312 HP VAR COMPUTERS
44,335.90
9,201.40
382%
362 WAL-MART SUPERCENTER MULTI-PDTS
39,156.60
23,073.30
70%
313 BUENA VISTA FINDING NEMO MOVIE
44,239.20
0
NA
363 SAAB DLR ASSN VAR AUTOS
39,136.40
25,659.40
53%
314 HONDA AUTOS ACCORD LEASING
44,207.10
43,365.20
2%
364 HONDA AUTO&TRK VAR
39,132.20
17,140.80
128%
315 MICHELOB ULTRA LIGHT BEER
44,128.30
18,541.00
138%
365 LISTERINE MOUTHWASH
39,024.40
41,992.90
-7%
316 ADVIL PAIN RELIEVER LIQUI-GELS
43,667.80
43,935.90
-1%
366 VERIZON INTERNET SERVICES
38,908.10
40,738.80
-4%
317 TIME-LIFE VAR RECORDINGS DR
43,308.20
37,929.70
14%
367 WARNER BROS MYSTIC RIVER MOVIE
38,842.30
0
NA
318 TEMPUR-PEDIC INC HOUSEHOLD DR
43,245.70
26,485.40
63%
368 KODAK PLUS DIGITAL DISPOSABLE CMR
38,694.70
0
NA
319 CADILLAC AUTOS CTS
43,237.30
74,931.90
-42%
369 GENERAL MILLS TOTAL CEREAL
38,617.80
18,652.60
107%
320 FLUMIST FLU RX
43,052.00
0
NA
370 PARAMOUNT ITALIAN JOB MOVIE
38,605.80
0
NA
321 NATIONAL FLUID MLK PRCSR MILK
42,802.30
54,507.20
-21%
371 AUDI AUTOS A8
38,595.90
1,052.40
3567%
322 ALAVERT ALLERGY TABLETS
42,788.40
0
NA
372 CRAFTMATIC/CONTOUR IND HOUSEHOLD DR
38,558.90
25,455.70
51%
323 GENERAL MOTORS CORP DIV CP
42,784.00
7,995.30
435%
373 MERCEDES BENZ DLR ASSN VAR AUTO&TRK
38,527.70
18,333.80
110%
324 ENTERPRISE RENT-A-CAR
42,668.50
35,712.30
19%
325 LA-Z-BOY FURN GALLERIES
42,570.50
41,038.50
4%
326 LINCOLN TRUCKS AVIATOR
42,449.20
6,099.10
596%
327 GENERAL MILLS HONEY NUT CHEERIOS CRL
42,386.70
33,091.50
28%
328 CBS TV NETWORK ENTERTAINMENT DIV
42,173.80
34,530.30
22%
329 DODGE AUTOS VAR
42,087.10
17,923.80
135%
330 ACE HARDWARE STORES
41,963.70
38,727.30
8%
331 PUBLIX SUPERMARKETS
41,940.10
34,682.50
21%
332 BOTOX COSMETIC WRINKLE RX
41,925.60
18,199.00
130%
333 THERMACARE HEATWRAP
41,827.10
54,991.90
334 IKEA FURN&FRNSHNGS STR
41,666.10
335 PROGRESSIVE.COM AUTO INS ONLINE
336 OLAY REGENERIST SKIN CARE PDTS
337 HAVERTYS FURNITURE STORE
374 GARNIER FRUCTIS FORTIFYING SHAMPOO
38,502.00
375 CHEVROLET DLR ASSN SILVERADO
38,433.40
8,137.10
19.90 193377%
372%
376 LAMISIL TOENAIL FUNGUS RX
38,379.80
29,979.10
28%
377 TOYOTA TRUCKS TUNDRA
38,336.00
36,082.90
6%
378 MAZDA AUTOS RX-8
38,112.20
0
NA
379 QUIZNOS CLASSIC SUBS
37,960.80
26,709.90
42%
380 SONY SOMETHINGS GOTTA GIVE MV
37,847.00
0
NA
381 PC RICHARD&SON ELECT STR
37,792.50
40,593.90
-7%
382 PAYLESS SHOESOURCE WOMEN
37,729.80
39,776.30
-5%
-24%
383 BELLSOUTH RESIDENTIAL
37,582.70
10,004.10
276%
31,045.80
34%
384 APPLE IPOD MP3 PLAYER
37,466.60
3,747.00
900%
41,623.90
25,346.40
64%
385 HECHTS DEPT SALES ANNOUNCEMENT
37,460.00
41,269.50
-9%
41,548.40
0
NA
386 WARNER BROS TERMINATOR 3 RS/MCHNS MV
37,438.10
0
NA
41,333.30
47,928.70
-14%
387 WEBMD INFORMATION SVC ONLINE
37,206.80
17,276.30
115%
338 WAL-MART DISC ELECTRONICS
41,273.40
52,541.60
-21%
388 LAS VEGAS NV TP
37,101.50
25,562.20
45%
339 LEXUS AUTOS LS
41,267.80
28,767.70
43%
389 MOUNTAIN DEW SOFT DRINK
37,039.70
51,057.40
-27%
340 ACURA TRUCKS MDX
41,092.80
35,505.80
16%
390 CITIZENS BANK CONSUMER SERVICES
37,009.70
26,036.40
42%
341 LEVITZ FURNITURE STORE
40,945.70
39,402.90
4%
391 PUR WATER FILTER SYSTEM
36,913.60
38,033.30
-3%
-51%
342 KOHLS DEPT MULTI-PDTS
40,894.80
28,843.30
42%
392 STATE FARM VAR INSURANCE
36,910.70
75,716.10
343 FORD DLR ASSN EXPLORER
40,867.60
43,180.60
-5%
393 AARP AMER ASSN/RTRD PRSN
36,910.00
25,620.30
44%
344 E-LOAN CONSUMER SERVICES
40,861.10
6,990.10
485%
394 CENTURY 21 REAL ESTATE
36,544.70
17,991.50
103%
345 BUENA VISTA PIRATES/THE CARIBBEAN MV
40,821.70
0
NA
395 PANTENE PRO-V CMPLT THRP CONDITIONER
36,530.60
44,214.70
-17%
396 RED BULL ENERGY BEVERAGE
36,493.30
40,211.00
-9%
397 TOYOTA DLR ASSN CAMRY
36,465.80
36,422.50
0%
398 MENS WEARHOUSE CLTHNG ST MEN
36,451.40
37,622.60
-3%
346 NOKIA DIGITAL PHONES
40,733.70
16,881.50
141%
347 PEPCID AC & PEPCID COMPLETE
40,607.70
27,962.30
45%
348 ORAL-B PROF CARE 7000 TOOTHBRUSH
40,226.10
0
NA
349 ADDERALL XR ADHD RX
40,192.60
36,372.90
11%
399 SONY BAD BOYS 2 MOVIE
36,424.00
0
NA
350 FIDELITY INVESTMENTS CONSUMER SVC
40,181.60
78,976.80
-49%
400 KIA AUTOS SPECTRA
36,391.20
50,132.10
-27%
S74
JUNE 21, 2004
www.brandweek.com
BRAND INDEX
RANK/
BRAND
2003
TOTAL
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
401 CITI CREDIT CARD
36,054.60
23,830.50
51%
451 UNIVERSAL SEABISCUIT MOVIE
33,516.00
2002
TOTAL
%
CHG.
0
NA
297%
402 SONY ANGER MGT MOVIE
35,987.50
0
NA
452 FIDELITY INVESTMENTS FUNDS
33,477.80
8,441.30
403 CAMEL VAR CIGARETTES
35,906.10
0
NA
453 KODAK FILM PROCESSING
33,447.70
32,630.70
3%
404 TROPICANA RTS ORANGE JUICE
35,822.50
22,038.60
63%
454 AMBIEN SLEEP RX
33,396.00
54,812.90
-39%
405 AUDI DLR ASSN VAR AUTOS
35,730.80
42,059.50
-15%
455 SIX FLAGS THEME PARKS
33,235.90
38,496.60
-14%
406 WEIGHT WATCHERS PROGRAM
35,615.70
36,310.30
-2%
456 SWIFFER WET JET FLOOR CLEANER SYSTEM
33,127.70
39,258.30
-16%
407 UPS STORE
35,540.50
359.30
9792%
457 MACYS DEPT DRUGS/TOILETRIES
32,984.40
30,757.70
7%
408 VOLVO DLR ASSN VAR AUTOS
35,519.70
59,416.00
-40%
458 HONDA TRUCKS ELEMENT
32,941.30
10,275.20
221%
409 HONDA TRUCKS PILOT
35,510.60
36,924.40
-4%
459 PARAMOUNT TOMB RAIDER/CRADLE/LF MV
32,669.00
0
NA
410 NBC TV NETWORK ENTERTAINMENT DIV
35,465.80
33,741.20
5%
460 UNITED AIRLINES DOM
32,634.30
26,749.80
22%
411 XM SATELLITE RADIO SATELLITE SYSTEM
35,448.70
57,870.00
-39%
461 OUST AIR SANITIZER
32,600.00
526.50
6092%
412 HIDDEN VALLEY RANCH SALAD DRESSING
35,434.90
31,385.60
13%
462 STATE FARM INS CONSUMER SERVICES
32,578.20
7,704.60
323%
413 ALWAYS MAXI PADS
35,384.70
18,075.60
96%
463 US DEPT/HEALTH&HUMAN SVC
32,544.60
18,058.00
80%
414 FILENES DEPT SALES ANNOUNCEMENT
35,341.30
30,569.50
16%
464 LENSCRAFTERS OPTICAL
32,464.00
37,712.40
-14%
415 SNICKERS CANDY BAR
35,331.00
31,132.40
13%
465 BUENA VISTA BROTHER BEAR MOVIE
32,421.90
0
NA
416 KMART DISC MULTI-PDTS
35,239.40
49,170.00
-28%
466 BALLY TOTAL FITNESS CLUB
32,419.10
31,831.70
2%
417 LINCOLN MERC TRUCKS VAR
35,215.80
0
NA
467 BOSLEY MEDICAL INSTITUTE
32,241.70
10,282.50
214%
418 ENBREL ARTHRITIS RX
35,172.20
0
NA
468 L’ORÉAL COULEUR EXPERTE HAIR COLOR
32,091.00
0
NA
419 SONY TEARS OF THE SUN MOVIE
35,143.40
0
NA
469 VERIZON COMMUNICATIONS CP
32,003.90
12,523.90
156%
85%
420 EXCEDRIN TENSION HDCH PAIN REMEDIES
35,114.10
0
NA
470 GE MAJOR APPLIANCES
31,943.20
17,283.10
421 SONY CHARLIES ANGELS/THROTTLE
35,071.20
0
NA
471 NISSAN TRUCKS PATHFINDER ARMADA
31,912.40
0
NA
422 TECHNOSCOUT HOUSEHOLD DR
34,935.50
28,878.00
21%
472 NEW LINE LORD/RINGS RETURN/KNG MV
31,868.60
0
NA
423 MIRAMAX CHICAGO MOVIE
34,815.00
2,739.20
1171%
473 PRILOSEC OTC HEARTBURN CONTROL
31,862.10
0
NA
424 MERVYNS DEPT SALES ANNOUNCEMENT
34,790.50
27,530.70
26%
474 BANK ONE VISA
31,847.50
21,443.00
49%
425 LISTERINE POCKETPAKS ORAL CARE STRPS
34,762.20
51,935.80
-33%
475 HERTZ RENT A CAR
31,833.70
28,182.80
13%
476 TRANSITIONS EYE GLASS LENSES
31,783.30
14,877.90
114%
477 MORGAN STANLEY CONSUMER SERVICES
31,756.70
73,692.00
-57%
426 SCHICK INTUITION SHAVER WOMEN
34,697.20
0
NA
427 SUBARU AUTO&TRK VAR
34,694.90
31,229.30
11%
428 PARAMOUNT SCHOOL OF ROCK MOVIE
34,592.10
0
NA
478 PARAMOUNT PAYCHECK MOVIE
31,683.90
0
NA
429 SONY DADDY DAY CARE MOVIE
34,555.60
0
NA
479 UNIVERSAL HULK MOVIE
31,513.90
0
NA
430 MACYS DEPT MISC
34,553.30
33,994.10
2%
480 CADILLAC DLR ASSN VAR AUTO&TRK
31,484.70
18,560.60
70%
431 MAZDA AUTOS 6 LEASING
34,540.80
0
NA
481 ACCENTURE CP
31,465.90
41,734.40
-25%
432 LEXUS LOC DLR
34,500.80
34,762.60
-1%
482 NISSAN AUTOS SENTRA
31,438.90
11,472.00
174%
433 TOYOTA TRUCKS HIGHLANDER
34,380.20
11,359.80
203%
434 KODAK EASYSHARE CAMERA & DOCK
34,342.00
28,069.00
22%
483 WORLD S&L BANK CONSUMER SVC
31,351.40
19,282.00
63%
484 PAMPERS EASY UPS DISPOSABLE PANTS
31,308.30
26,772.00
17%
-12%
435 ACURA AUTOS TSX
34,265.80
0
NA
485 DAIRY QUEEN RESTAURANT
31,273.80
35,566.50
436 SONICARE ELITE SONIC TOOTHBRUSH
34,259.40
0
NA
486 BUENA VISTA HAUNTED MANSION MOVIE
31,243.20
0
NA
437 UNIVERSAL LOVE ACTUALLY MOVIE
34,251.10
0
NA
487 LEXUS TRUCKS GX
31,229.30
17,048.00
83%
438 INTL HOUSE OF PANCAKES
34,161.80
31,619.00
8%
488 DIFLUCAN VAGINAL YEAST RX
31,192.80
41,253.10
-24%
439 WARNER BROS MATCHSTICK MEN MOVIE
34,150.20
0
NA
489 KELLOGGS FRUIT HARVEST CEREAL
30,953.00
0
NA
440 UNIVERSAL BRUCE ALMIGHTY MOVIE
34,128.60
0
NA
490 SONY MONA LISA SMILE MOVIE
30,946.30
0
NA
441 ROLEX WATCHES
33,992.90
27,790.20
22%
491 LENDINGTREE.COM ONLINE
30,919.50
32,516.70
-5%
-37%
442 MENARDS BUILDING SUPPLY
33,951.20
33,327.00
2%
492 LEXUS AUTO&TRK VAR
30,910.60
48,794.30
443 FREECREDITREPORT.COM ONLINE
33,936.40
36,085.40
-6%
493 INFINITI TRUCKS FX
30,686.10
0
NA
444 NEW LINE ELF MOVIE
33,925.30
0
NA
494 PRINGLES POTATO CRISPS
30,659.00
24,277.00
26%
445 CADILLAC AUTO&TRK VAR
33,870.50
51,736.20
-35%
495 TOYOTA AUTOS CAMRY SOLARA
30,647.80
5,671.50
440%
446 20TH CENTURY FOX X2 X-MEN UNITED
33,859.40
0
NA
496 VIDEO PROFESSOR VAR SOFTWARE DR
30,583.50
32,241.20
-5%
447 PROPEL FITNESS FLAVORED BOTTLED WTR
33,815.70
31,406.10
8%
497 FLORIDA VAR ORANGE JUICES
30,531.90
37,305.80
-18%
448 CHRYSLER AUTOS CROSSFIRE
33,760.10
0
NA
498 SONY RADIO MOVIE
30,516.00
0
NA
449 IBM THINKPAD PORTABLE COMPUTER
33,742.60
41,314.60
-18%
499 MCI WORLDCOM CP
30,488.50
678.90
4391%
450 MITSUBISHI AUTOS LANCER
33,719.50
46,684.90
-28%
500 TARGET DISC ELECTRONICS
30,461.40
17,224.90
77%
CLAIROL HRBL ESNC FRT FS SHAMP&COND
CLAIROL HRBL ESNC HGHLTS HAIR COLOR
CLAIROL HYDRIENCE CREAM HAIR COLOR
CLAIROL NAT INSTINCTS HAIR COLOR
CLAIROL NICE N EASY HAIR COLOR
CLARINEX ALLERGY RX
CLARITIN ALLERGY REMEDY
CLARITIN-D ALLERGY REMEDY
CLEAR CHANNEL RADIO STNS
CLEARASIL TOTAL CONTROL FCL CLNSR&MS
CLICK IT OR TICKET CMPGN
CLOROX DISINFECTANT WIPES
CLOROX HOME & BUILDING SUPPLIES
CLOROX HOME&BLDG SUPP &HDN VLY/SLD
CLOROX LIQ BLEACH
CLOROX READY MOP MOPPING SYSTEM
CLOROX ULTRA LIQUID BLEACH
CLOROX WITH TEFLON BTHRM&TLT BWL CLN
CNN CABLE TV
COCA-COLA CLASSIC SOFT DRINK
COFFEE-MATE REG & LIQ NON-DIARY CRMR
COLDWELL BANKER RE
COLDWELL BNKR RES BRKRG
COLGATE SIMPLY WHITE WHITENING GEL
COLGATE SIMPLY WHT NGHT WHITENING GL
COLGATE TOTAL ADVNCD FRS TOOTHPASTE
COLORADO STATE TP
COLUMBIA HOUSE DVD CLUB VAR VDS DR
COMCAST CABLE
COMEDY CENTRAL CABLE TV
COMMERCE BANK CONSUMER SERVICES
COMMIT NICOTINE LOZENGE
COMMIT NICOTINE LOZENGE &NCDRM&NCRT
COMPAQ PRESARIO COMPUTER PDTS DR
COMPASS BANK CONSUMER SERVICES
COMPUSA COMPUTER SPRSTR
COMPUTER ASSOC CO
CONCERTA ADHD RX
CONOCOPHILLIPS CP
COOKIES & COOKIES
COORS BEER
COORS LIGHT BEER
CORONA EXTRA BEER
CORONA EXTRA BEER &CORONA LIGHT BEER
COST PLUS WORLD MKT STR
COTTON INC CP
COTTONELLE ULTRASOFT BATH TISSUE
COURTESY AUTO DLR
COURTESY AUTO GROUP
COURTESY FORD
COURTYARD BY MARRIOTT
COVER GIRL AQUASMOOTH COMPACT MAKEUP
COVER GIRL AQUASMOOTH CREAM FNDTN
COVER GIRL MULTIPLYING MASCARA
COVER GIRL OUTLAST LIP COLOR
COVER GIRL WET SLICKS LIP GLOSS
COX COMM CABLE
CRACKER BARREL OLD CNTRY
CRAFTMATIC/CONTOUR IND HOUSEHOLD DR
CRAFTSMAN TOOLS
CRATE & BARREL STORE
CREATING WEALTH WITH RE WORKSHOP
CREME SAVERS SOFT CANDY
CREST NIGHT EFFECTS WHITENING GEL
CREST REJUVENATING EFCT REG&GEL PST
CREST SPINBRUSH PRO ELECT TOOTHBRUSH
CREST WHITENING EXPRSNS TOOTHPASTE
CREST WHITENING PLUS SCP TOOTHPASTE
CREST WHITESTRIPS DENTAL WHTNG SYS
CROWN ROYAL CANADIAN WHISKEY
CRUISES ONLY TRAVEL
CRYSTAL CRUISES
CRYSTAL LIGHT FRUIT DRINK MIX & RTS
CUNARD CRUISES
CURVES FOR W FITNESS CTR
CVS DRUG STORE
DAIRY QUEEN RESTAURANT
DANBURY MINT COLLECTIBLES DR
DANNON LIGHT N FIT RTS SMOOTHIES
DANNON YOGURT
DASANI BOTTLED WATER
DAVID YURMAN JEWELERS
DAVIDS BRIDAL STORE FAMILY
DAVIDS BRIDAL STORE WOMEN
DAWN COMPLETE DISHWASHING LIQUID
DAWN DISHWASHING LIQ
DAWN POWER DISSOLVER SPRAY GRS RMVR
DAYQUIL LIQUICAPS
DAYS INN HOTELS
DE BEERS DIAMONDS
DEBT FREE SERVICE CONSUMER SERVICES
DELL DIMENSION COMPUTER PDTS DR
DELL DIMENSION&INSPIRON CMPTR PDT DR
DELL VAR COMPUTERS COMPUTER PDTS DR
DELTA AIRLINES CARGO DOM
DELTA FAUCETS
DEMETRIOS BRIDAL GOWNS WOMEN
DENNYS RESTAURANT
DENTYNE ICE GUM
DERAMAXX DOG RX
925
785
810
981
193
80
225
704
841
1747
1768
1082
1634
1813
951
1166
1392
1022
1086
75
1939
899
572
948
1628
936
1749
1506
61
1588
1627
509
1752
229
1812
217
815
656
1918
1246
774
51
724
1895
590
559
1284
1776
1731
1981
1399
1816
1339
934
675
1878
614
820
372
1703
1900
684
1968
292
1174
508
836
797
109
756
1042
1318
1562
1915
1516
142
485
747
1519
1912
945
1638
1370
789
1504
1497
651
1522
1705
167
216
749
143
14
1380
1598
1591
256
1180
947
www.brandweek.com
JUNE 21, 2004
S75
BRAND INDEX
DETROL LA BLADDER CONTROL RX
DEUTSCHE BANK AG CP
DEVRY UNIVERSITY
DIAGEO PLC VAR BEVERAGES
DICKS CLOTHING&SPRT GDS FAMILY
DIET DR PEPPER SOFT DRINK
DIET PEPSI SOFT DRINK
DIFLUCAN VAGINAL YEAST RX
DIGIORNO FROZEN PIZZA
DILLARDS DEPT APPAREL FAMILY
DILLARDS DEPT APPAREL MEN
DILLARDS DEPT APPAREL WOMEN
DILLARDS DEPT DRUGS/TOILETRIES
DILLARDS DEPT HOUSEHOLD
DILLARDS DEPT MISC
DILLARDS DEPT SALES ANNOUNCEMENT
DIR GENERAL SERVICES
DIRECTV SATELLITE SYSTEM
DISCOUNT TIRE CO INC
DISCOVER CARD CREDIT CARD
DISCOVERY CHANNEL CBL TV
DISH NETWORK SATELLITE SYSTEM
DISNEY CRUISES
DISNEY ON ICE SHOW
DISNEYLAND RESORT
DISNEYLAND THEME PARK
DITECH.COM CONSUMER SERVICES
DITECH.COM ONLINE
DOCKERS PANTS MEN
DODGE AUTO&TRK VAR
DODGE AUTOS VAR
DODGE DLR ASSN RAM PICKUP
DODGE DLR ASSN VAR AUTO&TRK
DODGE TRUCKS CARAVAN
DODGE TRUCKS CARAVAN & RAM PICKUP
DODGE TRUCKS DURANGO
DODGE TRUCKS RAM PICKUP
DODGE TRUCKS VAR
DOMINOS PIZZA RESTAURANT
DOUBLEDAY BOOK CLUB DR
DOVE BEAUTY BAR SOAP
DOVE ESSENTIAL NTRNTS CLEANSING PLW
DOVE ESSENTIAL NTRNTS DAY CREAM
DOVE ESSENTIAL NTRNTS SKIN CARE PDTS
DOVE EXFOLIATING BEAUTY BAR SOAP
DOVE SHAMPOO
DOVE SHAMPOO & CONDITIONER
DOW JONES NEWSWIRES ONLINE
DOWNY ADVANCED LIQUID FAB SOFTENER
DOWNY ULTRA LIQ FABRIC SOFTENER
DR PEPPER SOFT DRINK
DR SCHOLLS MASSAGING GEL INSOLES
DREAMWORKS BIKER BOYZ MOVIE
DREAMWORKS CATCH ME IF YOU CAN MV
DREAMWORKS HEAD OF STATE MOVIE
DREAMWORKS HOUSE/SAND & FOG MOVIE
DREAMWORKS OLD SCHOOL MOVIE
DREAMWORKS SINBAD LEGEND/SEVEN SEAS
DSW SHOE WAREHOUSE MEN & WOMEN
DSW SHOE WAREHOUSE WOMEN
DUNKIN DONUTS RESTAURANT
DUPONT STAINMASTER CARPETS
DURACELL ALKALINE BATTERIES
DYSON VACUUM CLEANER
E ENTERTAINMENT CABLE TV
E TRADE FINANCIAL ONLINE
E-LOAN CONSUMER SERVICES
EARTHLINK INTERNET SERVICES
EAST/WEST MORTGAGE CO CONSUMER SVC
EBAY MOTORS AUCTION ONLINE
EBAY.COM AUCTIONS ONLINE
ECKERD DRUG STORE
EDUCATION DIRECT CORR SCH DR
EDWARD D JONES & CO CONSUMER SVC
EFFEXOR XR ANTI DEPRESSION RX
EGG BEATERS EGG SUBSTITUTE
EHARMONY.COM ONLINE
EL DORADO FURNITURE CO
ELECTRASOL GELPACK DISHWASHER DET
ELI LILLY & CO ADULT ADD
ELIDEL ECZEMA RX
EMBASSY SUITES HOTELS
EMPIRE TODAY CARPET STR
ENBREL ARTHRITIS RX
ENERGIZER ALKALINE BATTERIES
ENERGIZER MAX HOUSEHOLD BATTERIES
ENSURE NUTRITIONAL SUPPLEMENT
ENTERPRISE RENT-A-CAR
ENZYTE DRUGS/TOILETRIES DR
EPA ENERGY STAR PROGRAM
EPICURIOUS.COM ONLINE
EPIPEN ANAPHYLAXIS RX
EPSON PRINTERS
EPT PREGNANCY TEST
EQUAL SWEETENER
ESPN CABLE TV
ETHAN ALLEN FURN STR
EXCEDRIN TENSION HDCH PAIN REMEDIES
EXPEDIA.COM TRAVEL SVC ONLINE
EXPO DESIGN CENTER
525
1577
531
1963
1784
736
694
488
523
1811
751
266
583
929
1031
241
154
29
833
124
501
101
1794
1827
1027
1162
243
1039
798
44
329
549
60
105
887
149
71
910
63
1427
1958
1663
1745
1642
1208
1943
249
1676
630
1169
182
527
1667
1254
1158
1715
554
768
1608
1684
263
1011
218
1257
1558
1355
344
221
1829
624
301
189
1463
1235
287
1697
1026
1896
1056
1782
178
1820
296
418
1842
265
1015
324
1473
1991
1854
1546
282
1403
1596
642
526
420
72
1326
2003
TOTAL
2002
TOTAL
551 JENNY CRAIG WEIGHT LOSS
28,449.90
22,893.10
24%
552 FORD AUTOS TAURUS
28,388.30
18,031.30
57%
-37%
553 LAMISIL AT ATHLETES FOOT CREAM
28,387.40
29,051.40
-2%
5,348.30
466%
554 DREAMWORKS OLD SCHOOL MOVIE
28,318.90
0
NA
0
NA
555 KAUFMANNS DEPT SALES ANNOUNCEMENT
28,309.60
26,156.30
8%
24,472.70
23%
556 NEW YORK STATE LOTTERY
28,288.20
31,132.80
-9%
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
501 DISCOVERY CHANNEL CBL TV
30,444.00
23,031.40
32%
502 BRINKS SECURITY SYSTEM
30,389.80
23,793.40
28%
503 AVANDIA DIABETES RX
30,265.00
47,808.70
504 PORSCHE TRUCKS CAYENNE
30,246.80
505 INFONE DIR ASST
30,209.50
506 LA WEIGHT LOSS CENTER
30,165.80
RANK/
BRAND
%
CHG.
507 PARAMOUNT TIMELINE MOVIE
30,150.20
0
NA
557 AMERICAN AIRLINES DOM
28,265.40
19,341.80
46%
508 CREST SPINBRUSH PRO ELECT TOOTHBRUSH
30,124.90
13,228.70
128%
558 BUICK AUTO&TRK DIV CP
28,260.70
32,284.50
-12%
509 COMMIT NICOTINE LOZENGE
30,107.80
5,608.60
437%
559 COTTON INC CP
28,233.70
25,333.80
11%
510 HYDROXYCUT SUPPLEMENT
30,094.70
28,790.40
5%
560 MERCEDES BENZ AUTOS E-CLASS
28,164.40
32,586.00
-14%
511 FINDING NEMO VIDEO
30,089.20
0
NA
561 CENTERS/DISEASE CNTRL&PR
28,155.00
21,537.20
31%
512 PARAMOUNT HOW/LOSE/GUY/10 DAYS MV
30,048.80
0
NA
562 IAMS DRY DOG FOOD
28,150.60
13,723.40
105%
563 CHEVROLET TRUCKS AVALANCHE
28,098.10
61,596.00
-54%
564 WARNER BROS IN-LAWS MOVIE
28,096.10
0
NA
513 VOLVO TRUCKS XC90 WAGON
30,045.20
807.20
3622%
514 CARLS JR RESTAURANT
30,030.80
31,452.20
-5%
515 CHEVROLET TRUCKS VAR
29,924.00
106,481.10
-72%
565 INFINITI DLR ASSN VAR AUTO&TRK
28,026.50
23,157.40
21%
516 MIDAS MUFFLER SHOPS
29,904.90
39,065.10
-23%
566 WARNER BROS MATRIX REVOLUTIONS MOVIE
28,026.10
0
NA
517 MAACO AUTO BODY CENTER
29,882.40
27,209.90
10%
567 FORD TRUCKS FREESTAR
28,018.30
0
NA
518 SHELL GASOLINE
29,875.20
26,699.60
12%
568 SUBARU TRUCKS FORESTER
27,998.80
28,045.30
0%
519 IBM ESERVER XSERIES SERVER
29,872.00
4,197.50
612%
569 PINE-SOL LIQUID CLEANER
27,958.30
24,957.50
12%
520 UNIVERSAL DR SEUSS/CAT/HAT MOVIE
29,839.90
0
NA
570 CHOICE HOTELS INTL
27,906.00
24,414.60
14%
521 WARNER BROS MATRIX RELOADED MOVIE
29,716.90
0
NA
571 CAREERBUILDER ONLINE
27,874.50
6,193.10
350%
38%
522 SONY SWAT MOVIE
29,683.50
0
NA
572 COLDWELL BNKR RES BRKRG
27,707.00
20,122.10
523 DIGIORNO FROZEN PIZZA
29,637.50
19,641.20
51%
573 BUENA VISTA BRINGING DOWN THE HOUSE
27,687.00
0
NA
524 CANON PRINTERS
29,561.90
34,823.70
-15%
574 AMERICAN PLASTICS CNCL
27,679.20
30,919.00
-10%
525 DETROL LA BLADDER CONTROL RX
29,524.30
37,938.30
-22%
575 BMW AUTOS 5-SERIES
27,604.50
4,499.00
514%
526 ETHAN ALLEN FURN STR
29,522.70
33,735.90
-12%
576 SAAB AUTOS 9-3 LEASING
27,597.00
10,529.20
162%
527 DR SCHOLLS MASSAGING GEL INSOLES
29,493.20
8,670.50
240%
577 CISCO SYSTEMS INC CP
27,585.50
506.60
5345%
528 VANGUARD GROUP CONSUMER SERVICES
29,482.00
27,999.80
5%
578 HOLLAND AMERICA CRUISES
27,577.00
21,695.90
27%
579 PEP BOYS AUTO PARTS STR
27,564.60
29,830.90
-8%
580 GATEWAY VAR COMPUTERS CMPTR PDTS DR
27,524.80
48,517.70
-43%
529 AVLIMIL FEMALE SXL DSFNCTN MDCN
29,382.40
0
NA
530 LAND ROVER VEHICLES RANGE ROVER
29,308.70
12,101.20
142%
531 DEVRY UNIVERSITY
29,249.10
29,059.30
1%
581 QUALITY CARE PARTS & SERVICE
27,467.40
32,812.50
-16%
532 TIDE PWD LAUNDRY DET/BLEACH
29,243.60
377.80
7640%
582 BMW DLR ASSN VAR AUTO&TRK
27,423.60
10,945.20
151%
533 BILL HEARD CHEVROLET
29,125.90
20,458.80
42%
-16%
534 20TH CENTURY FOX LG/EXTRDNRY GNTLMN
29,108.90
0
NA
535 ADT SECURITY SYSTEM
29,091.10
7,765.20
275%
583 DILLARDS DEPT DRUGS/TOILETRIES
27,371.10
32,412.90
584 BRITA PITCHER & WATER FILTERS
27,347.00
25,671.70
7%
585 ABREVA COLD SR&FVR BLSTR TRTMNT
27,339.00
30,986.10
-12%
536 SONY HOLLYWOOD HOMICIDE MOVIE
29,077.40
0
NA
586 20TH CENTURY FOX MASTER&COMMANDER MV
27,333.40
0
NA
537 AMERITRADE BROKERAGE ONLINE
29,063.60
63,741.30
-54%
587 TOYOTA AUTOS PRIUS BI-FUEL
27,283.80
12,526.20
118%
538 AMSTEL LIGHT BEER
29,057.20
16,061.40
81%
588 ROOMSTORE FURN&ACCS STR
27,249.80
25,136.30
8%
539 JAMES SOKOLOVE&AFLT ATTY
28,958.80
5,937.70
388%
589 MILLER GENUINE DRAFT BEER
27,217.00
25,342.40
7%
540 20TH CENTURY FOX CHEAPER/DOZEN MOVIE
28,931.60
0
NA
590 COST PLUS WORLD MKT STR
27,130.50
20,829.70
30%
541 GAP CLOTHING STORE MEN & WOMEN
28,898.20
55,484.90
-48%
591 PRAVACHOL CHOLESTEROL RX
27,117.40
33,115.80
-18%
542 ORBITZ TRAVEL SERVICE ONLINE
28,837.20
30,254.10
-5%
592 KELLOGGS FROSTED MINI WHEATS CRL
27,059.40
34,747.60
-22%
543 HP CAMERA&CMPTR CMPNTS&ACS
28,801.20
1,178.40
2344%
593 MIRAMAX BAD SANTA MOVIE
27,036.10
0
NA
594 HERSHEYS KISSES CANDY
27,001.00
24,415.60
11%
595 SONY VAIO COMPUTER PDTS DR
26,913.10
656.10
4002%
596 FORD DLR ASSN VAR TRUCKS
26,870.70
16,184.40
66%
544 SONY MISSING MOVIE
28,732.70
0
NA
545 20TH CENTURY FOX DAREDEVIL MOVIE
28,676.80
0.30
9.6M%
546 VISA BUSINESS CREDIT CARD
28,669.80
9,523.20
201%
547 ACUVUE 2 DISPOSABLE CONTACT LENS
28,669.30
19,807.20
45%
597 WARNER BROS LOONEY TUNES BCK/ACTN MV
26,866.00
0
NA
548 YOPLAIT YOGURT
28,664.70
18,569.60
54%
598 MILLER VAR BEERS
26,858.10
32,523.80
-17%
549 DODGE DLR ASSN RAM PICKUP
28,630.80
19,893.20
44%
599 SOUTHWEST AIRLINES ONLINE
26,848.80
6,908.40
289%
550 GILLETTE VENUS RAZOR WOMEN
28,479.10
35,249.80
-19%
600 ATA AMERICAN TRANS AIR DOM
26,764.60
31,084.50
-14%
S76
JUNE 21, 2004
www.brandweek.com
BRAND INDEX
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
601 ANHEUSER-BUSCH VAR BEERS
26,712.00
22,846.30
17%
651 DAWN POWER DISSOLVER SPRAY GRS RMVR
25,272.40
0
NA
602 PRICELINE.COM TRAVEL ONLINE
26,698.90
22,389.60
19%
652 GMC TRUCKS VAR
25,206.00
39,327.50
-36%
603 PEPSI VANILLA SOFT DRINK
26,511.80
0
NA
653 SIRIUS SATELLITE RADIO SYSTEM
25,143.90
8,802.90
186%
604 RAYMOUR&FLANIGAN FRN STR
26,431.00
25,717.10
3%
654 TNT CABLE TV
25,140.00
24,419.90
3%
605 BRITISH AIRWAYS INTL
26,412.80
24,333.50
9%
655 SEARS DEPT AUTOMOTIVE
25,133.80
30,832.50
-18%
606 BANK ONE PLATINUM VISA
26,394.10
0
NA
656 CONCERTA ADHD RX
25,129.40
4,846.50
419%
607 MERRILL LYNCH&CO BROKER CONSUMER SVC
26,390.90
59,158.80
-55%
657 UNIVERSAL INTOLERABLE CRUELTY MV
25,099.20
0
NA
608 BUENA VISTA FREAKY FRIDAY MOVIE
26,382.70
0
NA
658 SHELL OIL CO CP
25,074.40
15,175.00
65%
609 PARAMOUNT HUNTED MOVIE
26,382.60
0
NA
659 TRUE VALUE HARDWARE STR
24,966.60
31,514.80
-21%
610 LUVS ULTRA LKGRDS DISPOSABLE DIAPERS
26,308.20
18,149.60
45%
660 AT&T PREPAID WIRELESS SERVICE
24,917.60
0
NA
611 WINN DIXIE FOOD STORES
26,290.00
25,491.20
3%
661 FEDEX DELIVERY SERVICE ONLINE
24,912.10
31,644.80
-21%
612 AMERICAN AIRLINES DOM & INTL
26,265.70
27,733.50
-5%
662 UPS UNITED PARCEL SVC DOM
24,892.60
12,478.30
99%
613 PARAMOUNT RUGRATS GO WILD MOVIE
26,252.90
0
NA
663 BARGAIN NETWORK AUCTIONS
24,886.30
0
NA
614 COX COMM CABLE
26,236.80
17,578.50
49%
664 WRIGLEYS ORBIT SUGARLESS GUM
24,864.20
26,814.30
-7%
615 BOUNCE FABRIC SOFTENER SHEETS
26,222.80
21,699.70
21%
665 PARAMOUNT CORE MOVIE
24,832.50
616 GARNIER NUTRISSE HAIR COLOR
26,221.30
26,267.50
0%
666 LIBERTY HOME PHARMACY DRUGS/TOIL DR
24,799.20
33,160.20
-25%
617 A&E CABLE TV
26,220.50
15,515.40
69%
667 NICODERM CQ STOP SMOKING PATCH
24,798.00
34,025.30
-27%
618 SHERWIN-WILLIAMS PNT STR
26,182.80
26,236.40
0%
668 TBS CABLE TV
24,728.40
22,937.40
8%
669 HONDA AUTOS CIVIC LEASING
24,722.10
17,286.30
43%
670 WAL-MART DISC APPAREL WOMEN
24,697.00
25,424.90
-3%
671 SONY BASIC MOVIE
24,681.10
0
NA
-27%
619 AMERICAN DAIRY ASSN CHOCOLATE MILK
26,173.80
29,703.70
-12%
620 TELEFLORA FLORIST DLVRY
26,170.20
26,891.70
-3%
621 CAPITAL ONE MILES ONE CARD
26,122.40
10,932.70
139%
622 WINSTON VAR CIGARETTES
26,111.90
0
NA
623 TOYOTA DLR ASSN VAR TRUCKS
26,059.30
15,620.30
67%
624 EBAY MOTORS AUCTION ONLINE
26,058.60
12,131.90
625 LINCOLN MERC AUTOS VAR
26,030.90
626 APPLE VACATIONS TRAVEL
627 ART VAN FURNITURE STORE
104.50 23663%
672 7 UP SOFT DRINK
24,678.00
33,894.60
673 L’ORÉAL EXCELLENCE CREME HAIR COLOR
24,663.00
25,281.20
-2%
115%
674 SERTA MATTRESSES
24,623.20
21,183.30
16%
4,170.70
524%
675 COVER GIRL OUTLAST LIP COLOR
24,604.50
30,482.80
-19%
25,978.50
20,451.70
27%
676 PETSMART CENTER
24,602.30
28,407.20
-13%
25,928.10
28,482.40
-9%
677 IMODIUM AD ANTI-DIARRHEAL CAPLETS
24,595.10
14,936.30
65%
628 FORD AUTO&TRK MUSTANG & RANGER LSG
25,873.90
0
NA
678 MASTERCARD DEBIT CARD
24,589.40
11,120.80
121%
629 ACURA AUTOS RSX
25,830.30
27,175.40
-5%
679 M&MS MILK CHOCOLATE CANDY
24,566.50
22,267.80
10%
630 DOWNY ADVANCED LIQUID FAB SOFTENER
25,824.30
0
NA
680 NATIONAL CITY BANK CONSUMER SERVICES
24,521.20
19,639.30
25%
631 NISSAN AUTOS 350Z
25,798.30
24,187.30
7%
681 7 ELEVEN FOOD STORES
24,506.20
41,551.80
-41%
632 20TH CENTURY FOX RUNAWAY JURY MOVIE
25,793.60
0
NA
682 HOOKED ON PHONICS MISC DR
24,449.10
16,948.20
44%
633 MAZDA AUTO&TRK VAR
25,763.50
36,704.50
-30%
683 AQUAFINA PURIFIED WATER
24,446.00
27,893.40
-12%
634 HP PRINTERS
25,735.90
44,985.60
-43%
684 CREATING WEALTH WITH RE WORKSHOP
24,383.20
2,091.00
1066%
635 UNIVERSAL RUNDOWN MOVIE
25,713.80
0
NA
685 1-800-COLLECT
24,272.00
34,049.10
-29%
636 BLOCKBUSTER VIDEO STORE
25,684.70
111,550.90
-77%
686 NICORETTE NICOTINE GUM
24,263.40
30,546.90
-21%
637 CHRYSLER DLR ASSN VAR AUTO&TRK
25,673.40
30,360.10
-15%
687 ONE-A-DAY WEIGHT SMART MULTI VTMNS
24,214.80
0
NA
638 HAMILTON COLLECTION COLLECTIBLES DR
25,609.60
19,845.40
29%
688 AMERICAN EXPRESS BUS CREDIT CARD
24,205.40
13,437.80
80%
639 L’ORÉAL FERIA HAIR COLOR
25,601.70
30,299.30
-16%
689 UNIVERSAL 2 FAST 2 FURIOUS MOVIE
24,205.10
0
NA
640 YAHOO ONLINE
25,579.60
29,151.70
-12%
690 VOLKSWAGEN AUTOS JETTA LEASING
24,187.70
17,537.80
38%
641 PANTENE PRO-V SHAMPOO & CONDITIONER
25,508.70
6,881.00
271%
691 MGM/UA OUT OF TIME MOVIE
24,168.40
0
NA
642 ESPN CABLE TV
25,505.70
22,760.40
12%
692 LINCOLN MERC DLR ASSN VAR TRUCKS
24,152.60
643 AMERIDEBT COUNSELING CONSUMER SVC
25,451.50
42,479.90
-40%
693 HUGGIES ULTRATRIM DISPOSABLE DIAPERS
24,146.80
24,834.60
-3%
644 UNIVERSAL PETER PAN MOVIE
25,450.60
0
NA
694 DIET PEPSI SOFT DRINK
24,041.40
31,473.80
-24%
645 AMERICAN STOCK EXCHANGE
25,437.80
29,340.80
-13%
695 FRANKLIN TEMPLETON FUNDS
24,014.10
26,148.30
-8%
646 PRINCIPAL FIN GROUP CONSUMER SVC
25,413.20
19,609.90
30%
696 WICKES FURN WRHS&SHWRM
23,995.90
17,813.00
35%
647 VOLKSWAGEN AUTO&TRK VAR
25,409.30
77,596.70
-67%
697 PEDIGREE DRY DOG FOOD
23,921.60
444.00
5288%
648 PAMPERS CUSTOM FIT CRSRS DSPSBL DPRS
25,396.60
15,720.30
62%
698 FORD DLR ASSN FOCUS
23,865.60
25,453.30
-6%
649 XEROX CORP CP
25,354.40
20,063.00
26%
699 UNIVERSITY OF PHOENIX ONLINE
23,814.30
12,111.00
97%
650 PARAMOUNT HOURS MOVIE
25,345.90
3,241.50
682%
700 20TH CENTURY FOX STUCK ON YOU MOVIE
23,803.60
0
NA
8.80 274361%
EYEMASTERS OPTICAL CTR
FANCY FEAST CANNED CAT FOOD
FANNIE MAE CONSUMER SERVICES
FANNIE MAE FOUNDATION
FEBREZE ALLERGEN REDUCER FAB RFRSHR
FEBREZE FABRIC REFRESHER
FEDEX DELIVERY SERVICE ONLINE
FEDEX DOM
FEDEX DOM & INTL
FEDEX INTL
FEMRING ESTROGEN RX
FIDELITY INVESTMENTS CONSUMER SVC
FIDELITY INVESTMENTS FUNDS
FIFTH THIRD BANK CONSUMER SERVICES
FILENES DEPT SALES ANNOUNCEMENT
FINDING NEMO VIDEO
FINISHING TOUCH DRUGS/TOILETRIES DR
FIRESTONE TIRE & SVC CTR
FIRST 5 CA ORG
FIXODENT COMPLETE DENTURE ADHESIVE
FLEET BANK CONSUMER SERVICES
FLONASE NASAL RX
FLORIDA STATE LOTTERY
FLORIDA VAR ORANGE JUICES
FLORIDAS NATURAL RTS ORANGE JUICE
FLUMIST FLU RX
FOCUS DELIVER US FROM EVA MV
FOCUS FACTOR DRUGS/TOILETRIES DR
FOCUS LOST IN TRANSLATION MV
FOCUS PIANIST MOVIE
FOLEYS DEPT DRUGS/TOILETRIES
FOLEYS DEPT SALES ANNOUNCEMENT
FOLGERS CLASSIC ROAST COFFEE
FOLGERS COFFEE
FOOD LION FOOD STORE
FOOT LOCKER SHOE STORE MEN
FORD AUTO&TRK MUSTANG & RANGER LSG
FORD AUTO&TRK PRE-OWNED
FORD AUTO&TRK VAR
FORD AUTOS FOCUS
FORD AUTOS FOCUS LEASING
FORD AUTOS MUSTANG
FORD AUTOS TAURUS
FORD AUTOS THUNDERBIRD
FORD DLR ASSN EXPLORER
FORD DLR ASSN F-SERIES
FORD DLR ASSN F-SERIES & RANGER
FORD DLR ASSN FOCUS
FORD DLR ASSN TAURUS
FORD DLR ASSN VAR AUTO&TRK
FORD DLR ASSN VAR TRUCKS
FORD DLR ASSN WINDSTAR
FORD TRUCKS ESCAPE
FORD TRUCKS EXPEDITION
FORD TRUCKS EXPLORER
FORD TRUCKS F-SERIES
FORD TRUCKS F-SERIES & RANGER
FORD TRUCKS FREESTAR
FORD TRUCKS VAR
FOSAMAX OSTEOPOROSIS RX
FOX SEARCHLIGHT 28 DAYS LATER MOVIE
FOX SEARCHLIGHT ANTWONE FISHER MOVIE
FOX SEARCHLIGHT BEND/BECKHAM MOVIE
FOX TV NETWORK ENTERTAINMENT DIV
FOXWOODS CASINO & RESORT
FRANKLIN MINT COLLECTIBLES DR
FRANKLIN TEMPLETON FUNDS
FREAKY FRIDAY VIDEO
FRED MEYER DISC MULTI-PDTS
FREECREDITREPORT.COM ONLINE
FREESTYLE BLOOD GLUCOSE TEST
FRESH STEP LITTER
FRIENDLYS RESTAURANT
FRISKIES CAT FOOD & TREATS
FRITO-LAY GO SNACKS
FRONTLINE PLUS CAT & DOG RX
FRYS ELECTRONICS STORE
FUNJET VACATIONS TRAVEL
FX CABLE TV
GAIN LIQUID LAUNDRY DETERGENT
GALYANS SPORTS STORE
GAP CLOTHING STORE MEN
GAP CLOTHING STORE MEN & WOMEN
GAP CLOTHING STORE WOMEN
GARDEN CITY GROUP MISC FIN
GARDEN RIDGE PTRY&HM DCR
GARNIER FRUCTIS FORTIFYING COND
GARNIER FRUCTIS FORTIFYING SHAMPOO
GARNIER NUTRISSE HAIR COLOR
GART SPORTS STORE
GATEWAY COUNTRY CMPTR ST
GATEWAY PLASMA TV
GATEWAY VAR COMPUTERS CMPTR PDTS DR
GATORADE RTS BEVERAGE
GE GENERAL ELECTRIC CO CP
GE MAJOR APPLIANCES
GEICO AUTO INSURANCE
GENERAL FOODS INTL INSTANT COFFEE
GENERAL MILLS BERRY BURST CHEERIOS
GENERAL MILLS CHEERIOS CEREAL
1669
1211
1048
286
743
946
661
702
867
1609
1482
350
452
1719
414
511
913
1336
1455
1267
354
113
1377
497
710
320
1954
1282
1238
998
1129
232
1944
711
1300
1021
628
1786
81
141
1737
1831
552
1665
343
197
1244
698
1919
47
596
1881
298
278
129
23
1937
567
1718
245
1738
1559
1109
201
1845
1869
695
1984
1578
443
1750
1529
1386
1483
1349
1018
42
1347
1187
1118
1800
986
541
240
1832
1601
989
374
616
1080
237
1255
580
62
137
470
34
1340
728
357
www.brandweek.com
JUNE 21, 2004
S77
BRAND INDEX
GENERAL MILLS CINNAMON TST CRNCH CRL
GENERAL MILLS CORN&RICE CHEX CEREAL
GENERAL MILLS HONEY NUT CHEERIOS CRL
GENERAL MILLS LUCKY CHARMS CEREAL
GENERAL MILLS MILK & CEREAL BARS
GENERAL MILLS TOTAL CEREAL
GENERAL MILLS VAR CHEX CEREALS
GENERAL MOTORS CORP DIV CP
GENERAL MOTORS CORP PRE-OWND AUT&TRK
GENERAL MOTORS CORP VAR AUTO&TRK
GENERAL MOTORS CORP VAR TRUCKS
GENERAL NUTRITION CENTER
GEORGIA STATE LOTTERY
GERBER BABY FOOD
GIANT FOOD STORE
GILLETTE MACH 3 TURBO RAZOR MEN
GILLETTE SENSOR 3 RAZOR MEN
GILLETTE VENUS RAZOR WOMEN
GIRLS GONE WILD VAR VIDEOS DR
GLAD FRESH PROTECT FOOD STORAGE BAGS
GLAD PRESS N SEAL WRAP
GLAD TRASH BAGS
GLADE 3 IN 1 SCENTED CANDLES
GLADE SCENTED OIL FAN PLUG-INS
GLADWARE FOOD STORAGE CONTAINERS
GLENLIVET SCOTCH WHISKEY
GLUCERNA NUTRITIONAL BAR&RTS DRNK
GLUCOVANCE DIABETES RX
GM GOODWRENCH PARTS & SERVICE
GMC DLR ASSN ENVOY
GMC DLR ASSN SIERRA
GMC DLR ASSN VAR TRUCKS
GMC DLR ASSN YUKON
GMC TRUCKS ENVOY
GMC TRUCKS SIERRA
GMC TRUCKS VAR
GMC TRUCKS YUKON DENALI
GO RVING
GOLDEN CORRAL RESTAURANT
GOLF CHANNEL CABLE TV
GOOD GUYS TV&STEREO STR
GOOD HOUSEKEEPING INST
GOODNITES DISPOSABLE PANTS
GOODYEAR AUTO & TRUCK TIRES
GOODYEAR AUTO TIRES
GOODYEAR TRUCK TIRES
GOODYS FAM CLOTHING STR MEN & WOMEN
GREAT CLIPS HAIR&BTY SLN
GREAT INDOORS STORE
GREATER BOSTON RE BOARD
GREYHOUND BUS LINES
GUINNESS DRAUGHT BEER
GUITAR CENTER
H&R BLOCK TAX SERVICE CONSUMER SVC
HALLMARK GOLD CROWN STR
HALLMARK GREETING CARDS
HALLS FRUIT BREEZERS THROAT DROPS
HAMILTON COLLECTION COLLECTIBLES DR
HAMPTON INN HOTELS
HANES HER WAY BODY CRTNS BRAS&PNTS W
HANES T-SHIRTS MEN
HARDEES RESTAURANT
HARLEY-DAVIDSON MOTORCYCLE
HARRAHS CASINO HOTELS
HARRY POTTER&CHMBR/SCRTS VIDEO
HAVERTYS FURNITURE STORE
HAWTHORNE VILLAGE COLLECTIBLES DR
HAYNES FURNITURE STORE
HBO CABLE TV
HEAD & SHOULDERS DANDRUFF SHAMPOO
HEALTHY CHOICE MIXED GRL FRZN ENTRS
HECHTS DEPT SALES ANNOUNCEMENT
HEINEKEN BEER
HELLMANNS DIPPIN SAUCE SAUCE
HELZBERG JEWELERS
HERSHEYS HERSHEY BAR CANDY BAR
HERSHEYS KISSES CANDY
HERTZ CAR SALES
HERTZ RENT A CAR
HEWLETT-PACKARD CO CP
HH GREGG APPL STORE
HIDDEN VALLEY RANCH SALAD DRESSING
HISTORY CHANNEL CABLE TV
HOBBY LOBBY CREATIVE CTR
HOLIDAY INNS
HOLIDAY INNS EXPRESS
HOLLAND AMERICA CRUISES
HOM FURNITURE STORE
HOME DEPOT HOME CENTER
HOMEDICS DRUGS & TOIL & FOUNTAINS
HOMESTYLE BAKES ENTREE MEAL KIT
HONDA AUTO&TRK VAR
HONDA AUTOS ACCORD
HONDA AUTOS ACCORD LEASING
HONDA AUTOS CIVIC
HONDA AUTOS CIVIC LEASING
HONDA DLR ASSN VAR AUTO&TRK
HONDA MOTOR CO LTD CP
HONDA MOTORCYCLE
HONDA TRUCKS CR-V
1220
1145
327
1974
1046
369
1850
323
944
19
1557
856
1631
806
1401
307
1088
550
792
1683
955
1141
846
1019
1659
1990
1382
1639
242
1983
1250
963
1985
175
352
652
809
834
1653
1550
1374
1973
1859
1688
1416
1148
1923
1904
1419
1582
1116
1716
1020
211
158
311
898
638
779
970
1729
783
1555
891
1495
337
1079
1910
169
782
1285
385
308
1330
1458
707
594
1265
475
36
1112
412
1183
1096
701
1249
578
1696
4
1448
1778
364
83
314
251
669
1060
746
1864
1841
2003
TOTAL
2002
TOTAL
751 DILLARDS DEPT APPAREL MEN
22,553.10
26,656.00
-15%
752 BUENA VISTA RECRUIT MOVIE
22,538.80
906.20
2387%
753 TYLENOL ARTHRITIS EXTND RLF PN CPLTS
22,536.60
15,112.00
49%
754 HOTWIRE TRAVEL SERVICES ONLINE
22,492.90
20,881.60
8%
755 AMTRAK RAILROAD
22,475.80
17,640.10
27%
10%
756 CROWN ROYAL CANADIAN WHISKEY
22,454.70
22,552.90
0%
17,397.90
36%
757 BUENA VISTA UNDER/TUSCAN SUN MOVIE
22,426.40
0
NA
34,981.30
-33%
758 PNC BANK CONSUMER SERVICES
22,389.80
16,592.30
35%
759 RENT-A-CENTER
22,380.50
22,799.90
-2%
760 APPLE POWER MAC G5 COMPUTER
22,375.00
0
NA
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
701 HOLIDAY INNS
23,781.50
23,242.00
2%
702 FEDEX DOM
23,708.40
21,275.30
11%
703 AVEENO CLEAR COMPLEXION FMNG CLNSR
23,706.50
5,507.10
330%
704 CLARITIN-D ALLERGY REMEDY
23,680.80
0
NA
705 SUNSHINE CHEEZ-IT CRACKERS
23,636.50
10,515.30
125%
706 BLOOMINGDALES DEPT SALES ANNC
23,583.60
21,484.60
707 HERSHEYS HERSHEY BAR CANDY BAR
23,579.50
708 CAMPBELLS CHUNKY SOUP
23,578.70
709 T ROWE PRICE CONSUMER SERVICES
23,577.40
23,711.00
-1%
710 FLORIDAS NATURAL RTS ORANGE JUICE
23,568.00
16,917.00
39%
711 FOLGERS COFFEE
23,548.00
9,149.90
157%
712 KEY BANK CONSUMER SERVICES
23,530.60
17,989.90
31%
RANK/
BRAND
%
CHG.
761 SAFE AUTO INS AGENCY
22,364.90
17,351.60
29%
762 LAZARUS DEPT SALES ANNOUNCEMENT
22,350.30
31,155.30
-28%
713 MIRAMAX SCARY MOVIE 3
23,468.00
0
NA
763 TARGET DISC APPAREL WOMEN
22,328.00
14,085.10
59%
714 NATIONAL MONEY SERVICE CONSUMER SVC
23,466.10
0
NA
764 SUDAFED DECONGESTANT TABLETS
22,324.30
25,880.70
-14%
715 SURE FIT SLIPCOVERS/MAIL HH DR
23,391.70
17,293.30
35%
716 BUENA VISTA SHANGHAI KNIGHTS MOVIE
23,389.90
0
NA
717 CHEVROLET DLR ASSN VAR TRUCKS
23,388.60
40,604.60
-42%
765 ABBOTT LAB RHEUMATOID ARTHRITIS
22,252.40
0
NA
766 ARIMIDEX BREAST CANCER RX
22,167.70
1,185.50
1770%
767 JOHN DEERE TRACTOR
22,162.10
29,157.10
-24%
718 JOHNSON & JOHNSON CP
23,370.10
25,148.40
-7%
768 DREAMWORKS SINBAD LEGEND/SEVEN SEAS
22,137.20
0
NA
719 NEW YORK LIFE INS CO CP
23,362.10
16,375.80
43%
769 MICHAELS ARTS&CRAFTS STR
22,109.50
21,940.70
1%
720 SLEEPYS MATTRESS STORE
23,327.00
19,211.40
21%
770 RALPHS FOOD STORE
22,107.30
21,127.90
5%
721 RICHS-MACYS DEPT MISC
23,226.20
0
NA
771 BENADRYL ALLERGY CAPLETS
22,104.90
6,396.00
246%
1584%
722 PARAMOUNT VAR VIDEOS
23,171.00
21,280.20
9%
772 CLAIROL HERBAL ESSENCES SHAMP & COND
22,085.90
1,311.60
723 NISSAN DLR ASSN VAR AUTO&TRK
23,167.70
84,174.40
-72%
773 SONY ONCE UPON/TIME/MEXICO MV
22,076.80
0
NA
724 CORONA EXTRA BEER
23,134.60
19,523.90
18%
774 COORS BEER
22,068.40
35,218.40
-37%
725 SAMUEL ADAMS BOSTON LAGER
23,128.70
4,809.00
381%
775 MICHELIN TRUCK TIRES
22,045.30
3,113.10
608%
726 CITIBANK MASTERCARD & VISA
23,089.70
0.1
23M%
776 REVLON HIGH DIMENSION HAIR COLOR
22,030.60
16,252.90
36%
727 PACIFIC LIFE INSURANCE & FIN SVC
23,075.50
9,430.50
145%
777 MINI AUTOS COOPER
22,015.20
12,825.00
72%
728 GENERAL MILLS BERRY BURST CHEERIOS
23,068.20
0
NA
778 VOLKSWAGEN AUTOS PASSAT LEASING
21,992.00
729 MATTRESS FIRM STORE
23,042.60
22,372.20
3%
779 HAMPTON INN HOTELS
21,973.50
24,105.10
-9%
730 NAUTILUS HOUSEHOLD DR
23,024.40
27,474.30
-16%
780 REMICADE RHEUMATOID ARTHRITIS RX
21,957.20
2,935.80
648%
731 LONG JOHN SILVERS REST
23,016.40
24,989.20
-8%
781 BMW DLR ASSN VAR AUTOS
21,943.00
35,063.90
-37%
732 ADVANCE AUTO PARTS STORE
22,967.50
7,549.30
204%
782 HEAD & SHOULDERS DANDRUFF SHAMPOO
21,905.40
17,267.60
27%
733 MACYS DEPT APPAREL WOMEN
22,967.20
30,709.20
-25%
783 HARDEES RESTAURANT
21,889.60
28,042.20
-22%
734 AMC THEATRES
22,938.10
20,528.30
12%
784 PONTIAC AUTO&TRK DIV CP
21,883.80
21,599.70
1%
735 BUICK DLR ASSN VAR AUTO&TRK
22,910.90
23,575.70
-3%
785 CLAIROL HRBL ESNC HGHLTS HAIR COLOR
21,871.10
0
NA
736 DIET DR PEPPER SOFT DRINK
22,906.30
21,697.10
6%
786 QUAKER INSTANT OATMEAL
21,867.80
24,020.00
-9%
737 TERMINIX PEST CONTROL
22,884.20
22,664.10
1%
787 CANCER TREATMENT CENTERS
21,861.50
15,250.00
43%
738 POL-GOVERNOR
22,881.10
289,790.60
-92%
788 SPLENDA SWEETENER
21,829.10
12,323.70
77%
739 NIKON COOLPIX DIGITAL CAMERA
22,879.50
18,129.20
26%
789 DAVIDS BRIDAL STORE WOMEN
21,763.60
17,020.00
28%
92.30 23727%
740 US NAVY
22,865.10
20,520.30
11%
790 PEDIASURE NUTRITIONAL SUPPLEMENT
21,755.10
21,440.20
1%
741 LORD & TAYLOR SALES ANNOUNCEMENT
22,796.30
27,625.40
-17%
791 ST JOSEPH ASPIRIN PAIN TABLETS
21,657.60
20,288.30
7%
742 TOYOTA TRUCKS TACOMA
22,786.80
19,238.80
18%
792 GIRLS GONE WILD VAR VIDEOS DR
21,650.00
14,790.00
46%
743 FEBREZE ALLERGEN REDUCER FAB RFRSHR
22,739.90
0
NA
793 TOSTITOS GOLD TORTILLA CHIPS
21,638.70
3.00
721K%
744 NISSAN TRUCKS TITAN
22,731.80
0
NA
794 OMEPRAZOLE ACID REFLUX RX
21,625.20
0
NA
745 JC PENNEY DEPT MULTI-PDTS
22,702.30
18,371.60
24%
795 MERCEDES BENZ DLR ASSN VAR AUTOS
21,616.60
17,221.50
26%
746 HONDA MOTOR CO LTD CP
22,699.80
19,564.10
16%
796 PARAMOUNT FIGHTING TEMPTATIONS MV
21,567.30
0
NA
747 DANBURY MINT COLLECTIBLES DR
22,685.40
15,790.10
44%
797 CREST WHITENING PLUS SCP TOOTHPASTE
21,532.80
23,860.90
-10%
748 PROGRESSO SOUP
22,644.20
41,558.00
-46%
798 DOCKERS PANTS MEN
21,500.20
33,346.60
-36%
749 DELL DIMENSION COMPUTER PDTS DR
22,559.40
37,263.00
-39%
799 TIRE RACK AUTOMOTIVE DR
21,465.80
21,436.50
0%
750 WARNER BROS ALEX & EMMA MOVIE
22,554.60
0
NA
800 SONY IDENTITY MOVIE
21,434.70
0
NA
S78
JUNE 21, 2004
www.brandweek.com
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
BRAND INDEX
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
801 MGM/UA AGENT CODY BANKS MOVIE
21,373.00
0
NA
851 SMIRNOFF ICE TRIPLE BLCK MALT LIQUOR
20,353.40
0
NA
802 NATIONAL ASSN/REALTORS
21,366.70
21,987.30
-3%
852 PLAYTEX GENTLE GLIDE TAMPONS
20,348.10
15,535.30
31%
803 KENMORE REFRIGERATOR
21,365.90
7,951.00
169%
853 PHILIPMORRISUSA.COM ONLINE
20,345.70
0
NA
804 MAYBELLINE FOREVER LIP COLOR
21,300.50
0
NA
854 V8 RTS VEGETABLE JUICE
20,336.30
10,631.40
91%
805 T ROWE PRICE FUNDS
21,278.40
7,899.10
169%
855 KRAFT SALAD DRESSING
20,324.00
15,295.80
33%
806 GERBER BABY FOOD
21,276.20
10,197.90
109%
856 GENERAL NUTRITION CENTER
20,311.80
16,935.00
20%
807 NEWCIG.COM CIGARETTES ONLINE
21,262.80
0
NA
857 MORTGAGE MARKET INFO SVC
20,305.60
16,760.00
21%
808 THOMASVILLE HM FURN STR
21,229.10
15,838.70
34%
858 AMERICAN EXPRESS FIN ADV CON SVC
20,280.90
37,273.90
-46%
809 GMC TRUCKS YUKON DENALI
21,218.90
29,983.80
-29%
859 SCOTTS TURF BUILDER FERTILIZER
20,278.00
14,842.10
37%
810 CLAIROL HYDRIENCE CREAM HAIR COLOR
21,204.20
15,081.80
41%
860 MIRAMAX VAR MOVIES
20,255.50
11,432.00
77%
811 KIA AUTO&TRK VAR
21,165.20
16,598.90
28%
861 MIRAMAX COLD MTN MOVIE
20,235.20
0
NA
812 PHILIP MORRIS USA PUBLIC SERVICE
21,155.30
15,975.70
32%
862 MIRAMAX SPY KIDS 3D GAME OVER
20,208.80
0
NA
813 VOLKSWAGEN AUTOS PASSAT
21,143.00
54,240.20
-61%
863 SUBARU AUTOS WRX
20,196.60
0
NA
814 WARNER BROS WHAT A GIRL WANTS
21,114.20
0
NA
864 PREGO SPAGHETTI SAUCE
20,187.90
9,957.40
103%
815 COMPUTER ASSOC CO
21,091.90
197.80 10563%
865 POPEYES FRIED CHCKN REST
20,172.70
22,299.40
-10%
816 METAMUCIL LAXATIVE CAPSULES
21,068.40
599.30
3416%
866 MOTRIN IB PAIN RELIEVER GELCAPS
20,160.50
18,296.20
10%
817 KLEENEX FACIAL TISSUE
21,060.10
15,835.40
33%
867 FEDEX DOM & INTL
20,142.80
11,553.20
74%
818 STACKER 2 WEIGHT LOSS CAPSULE
21,056.80
23,256.10
-9%
868 CAMBRIDGE CREDIT CONS CONSUMER SVC
20,124.70
7,387.90
172%
174%
819 MICROSOFT WINDOWS XP TBLT PC EDTN
21,031.70
0
NA
869 SWIFFER WET DUST CLOTH
20,113.10
7,346.00
820 CRACKER BARREL OLD CNTRY
21,014.20
20,427.40
3%
870 RAGU RICH & MEATY PASTA SAUCE
20,090.30
12,137.10
66%
821 SUZUKI VEHICLES GRAND VITARA
21,012.40
3,398.50
518%
871 TAMPAX COMPAK TAMPONS
20,059.70
632.10
3074%
822 REESES PEANUT BUTTER CUPS
20,997.10
16,358.00
28%
872 TIDE LIQ LAUNDRY DET/BL ALTRN
20,041.10
12.40
161K%
823 LUNCHABLES FUN FUEL LUNCH COMBOS
20,995.00
0
NA
873 AMERICAN FURN WAREHOUSE
19,972.70
17,945.50
11%
824 ULTIMATE ELECTRONICS STR
20,978.80
8,551.30
145%
974 SHOWTIME CABLE TV
19,934.40
27,563.60
-28%
825 BUENA VISTA OPEN RANGE MOVIE
20,970.90
0
NA
875 SPRITE SOFT DRINK
19,928.60
42,508.10
-53%
826 MASTERCARD BUSINESSCARD CREDIT CARD
20,939.00
10,600.00
98%
876 YELLOW BOOK YELLOW PAGES
19,926.70
9,618.80
107%
827 POPABLES CANDY
20,924.90
0
NA
877 WARNER BROS DREAMCATCHER MOVIE
19,923.20
0
NA
828 MERCURY AUTOS GRAND MARQUIS
20,923.20
18,156.00
15%
878 KELLOGGS TONYS CINNAMON KRUNCHERS
19,911.40
0
NA
829 AQUAFRESH EXTREME CLEAN TOOTHPASTE
20,894.10
0
NA
879 BUDGET CAR&TRUCK RENTAL
19,905.90
9,000.80
121%
830 LAZARUS-MACYS DEPT SALES ANNC
20,892.60
0
NA
880 SALEM MENTHOL CIGARETTES
19,887.70
0
NA
831 SAAB AUTOS 9-3
20,872.40
16,708.50
25%
881 WARNER BROS MALIBUS MOST WANTED MV
19,885.60
0
NA
832 AVEENO POSITIVELY RDNT DLY FCL MSTRZ
20,806.70
23,507.30
-11%
882 UNIVERSAL LIFE OF DAVID GALE MOVIE
19,851.60
0
NA
833 DISCOUNT TIRE CO INC
20,762.90
22,701.40
-9%
883 PARAMOUNT DICKIE ROBERTS/CHILD STR
19,843.50
0
NA
834 GO RVING
20,745.90
14,784.60
40%
884 BELLSOUTH BUSINESS & RESIDENTIAL
19,842.20
12,671.50
57%
835 ABSOLUT VODKA
20,734.30
22,412.10
-7%
885 ZANTAC 75 HEARTBURN CONTROL TAB
19,819.20
23,893.90
-17%
836 CREST WHITENING EXPRSNS TOOTHPASTE
20,701.90
0
NA
886 SWIFFER DUSTER DUSTER
19,802.60
0
NA
887 DODGE TRUCKS CARAVAN & RAM PICKUP
19,781.50
0
NA
888 USA CABLE TV NETWORK
19,727.50
18,475.20
7%
889 ULTRA SLIM FAST RTS DRINK & BARS
19,675.20
17,900.70
10%
-23%
837 UNIVERSAL AMERICAN WEDDING MOVIE
20,700.00
0
NA
838 SEARS DEPT MULTI-PDTS
20,696.10
44,619.80
-54%
839 NEW LINE SECONDHAND LIONS MOVIE
20,680.70
0
NA
840 BRISTOL-MYERS SQUIBB CO CP
20,582.80
747.70
2653%
890 LENOX COLLECTIONS COLLECTIBLES DR
19,631.40
25,661.60
841 CLEAR CHANNEL RADIO STNS
20,581.10
13,805.80
49%
891 HARRAHS CASINO HOTELS
19,626.10
18,029.10
9%
842 AMERICAN LEGACY FNDTN
20,556.50
23,314.90
-12%
892 RHODES FURNITURE STORE
19,619.60
16,763.40
17%
843 QUEST LIGHT CIGARETTES
20,554.40
0
NA
893 SONY NATIONAL SECURITY MOVIE
19,587.00
4,719.40
315%
844 JEWELRY EXCHANGE
20,553.10
18,174.30
13%
894 ASHTON-DRAKE GALLERIES CLCTBLS DR
19,556.20
11,592.40
69%
845 SEARS DEPT APPAREL FAMILY
20,483.80
20,186.50
1%
895 STATE FARM INSURANCE CP
19,524.90
26,271.90
-26%
846 GLADE 3 IN 1 SCENTED CANDLES
20,483.20
0
NA
896 NORWEGIAN CRUISES
19,480.50
16,458.10
18%
847 PULL-UPS DISPOSABLE PANTS
20,481.30
17,218.70
19%
897 TYLENOL PM PAIN GELTABS
19,455.20
15,249.20
28%
848 WARNER BROS KANGAROO JACK MOVIE
20,476.10
4,915.00
317%
86%
849 BENJAMIN MOORE PAINT
20,448.20
19,822.90
3%
850 MONSTER.COM EMP SVC ONLINE
20,360.70
29,503.10
-31%
898 HALLS FRUIT BREEZERS THROAT DROPS
19,421.40
10,447.40
899 COLDWELL BANKER RE
19,419.00
18,536.80
5%
900 KMART DISC SALES ANNOUNCEMENT
19,417.00
25,734.90
-25%
HONDA TRUCKS ELEMENT
HONDA TRUCKS ODYSSEY
HONDA TRUCKS PILOT
HOOKED ON PHONICS MISC DR
HOOVER FLOOR MATE FLOOR CLEANING SYS
HOOVER VAR VACUUM CLEANERS
HOT POCKETS FROZEN ENTREES
HOTELS.COM ONLINE
HOTWIRE TRAVEL SERVICES ONLINE
HOVEROUND DRUGS/TOILETRIES DR
HP CAMERA&CMPTR CMPNTS&ACS
HP DIGITAL CAMERA & PRINTER
HP PHOTOSMART DIGITAL CAMERA&PRINTER
HP PRINTER ACCESSORIES
HP PRINTERS
HP VAR COMPUTERS
HUGGIES SUPREME DISPOSABLE DIAPERS
HUGGIES ULTRATRIM DISPOSABLE DIAPERS
HUMMER LOC DLR
HUMMER VEHICLES H2
HYDROXYCUT SUPPLEMENT
HYUNDAI AUTOS ACCENT
HYUNDAI AUTOS ELANTRA
HYUNDAI AUTOS SONATA
HYUNDAI AUTOS TIBURON
HYUNDAI DLR ASSN SONATA
HYUNDAI DLR ASSN VAR AUTO&TRK
HYUNDAI DLR ASSN VAR AUTOS
HYUNDAI TRUCKS SANTA FE
IAMS DRY CAT FOOD
IAMS DRY DOG FOOD
IAMS WEIGHT CONTROL CANNED&DRY CAT
IBM BUSINESS CONS SVC
IBM BUSINESS SERVICES
IBM E-BUS/DEMAND SVC
IBM E-BUSINESS SERVICES
IBM ESERVER XSERIES SERVER
IBM THINKPAD PORTABLE COMPUTER
IBM WEBSPHERE SOFTWARE
ICE BREAKERS GUM
ICE BREAKERS UNLEASHED SUGARFREE GUM
IDT LONG DISTANCE RESIDENTIAL
IGIA DIRECT INC DRUGS/TOILETRIES DR
IKEA FURN&FRNSHNGS STR
IMITREX MIGRAINE RX
IMODIUM AD ANTI-DIARRHEAL CAPLETS
INDIANA JONES COLLECTION VIDEOS
INFINITI AUTO&TRK FX & G35
INFINITI AUTOS G35
INFINITI AUTOS M45
INFINITI DLR ASSN VAR AUTO&TRK
INFINITI TRUCKS FX
INFINITI TRUCKS FX45
INFONE DIR ASST
INFOTRAK NATL DATA SVC
INFUSIUM 23 HAIR TREATMENT
ING DIRECT BANK CONSUMER SERVICES
ING FINANCIAL CONSUMER SERVICES
INJURY HELPLINE
INTEL CENTRINO COMPUTER COMPONENTS
INTEL COMPUTER COMPONENTS
INTL HOUSE OF PANCAKES
INVENTION SBMSNS CORP
INVISALIGN DENTAL ALIGNERS
ITT TECHNICAL INSTITUTE
J&R MUSIC/WRLD ELECT STR
JACK DANIELS WHISKEY
JACK IN THE BOX REST
JACKSON HEWITT TAX&FIN CON SVC
JAGUAR AUTOS S-TYPE
JAGUAR AUTOS VAR
JAGUAR AUTOS X-TYPE LEASING
JAGUAR AUTOS XJ
JAMAICA TP
JAMES SOKOLOVE&AFLT ATTY
JC PENNEY DEPT APPAREL WOMEN
JC PENNEY DEPT HOUSEHOLD
JC PENNEY DEPT MISC
JC PENNEY DEPT MULTI-PDTS
JC PENNEY DEPT SALES ANNOUNCEMENT
JEEP DLR ASSN VAR VEHICLES
JEEP VEHICLES GRAND CHEROKEE
JEEP VEHICLES LIBERTY
JEEP VEHICLES VAR
JEEP VEHICLES WRANGLER
JELD-WEN DOORS & WINDOWS
JENN-AIR MAJOR APPLIANCES
JENNIFER CONVERTIBLES ST
JENNY CRAIG WEIGHT LOSS
JERGENS SOFT SHIMMER LOTION
JERGENS ULTRA HEALING LOTION
JETBLUE AIRWAYS DOM
JEWEL FOOD STORE
JEWELRY EXCHANGE
JEWELRY FACTORY
JIF PEANUT BUTTER
JIFFY LUBE AUTO CENTER
JOES CRAB SHACK REST
JOHN DEERE TRACTOR
JOHN FRIEDA FRIZZ EASE HAIR SERUM
458
1245
409
682
960
1734
1862
261
754
1480
543
922
1825
1701
634
312
1094
693
1763
131
510
1239
358
152
1312
1874
905
233
198
1397
562
1754
1274
917
192
122
519
449
1268
1880
1805
1068
1648
334
157
677
1286
1552
275
1196
565
493
224
505
1635
1334
1344
1751
1789
125
1115
438
1230
1065
195
1677
950
181
1545
1819
1322
1033
906
1693
539
1078
1795
57
745
32
259
96
247
82
359
1602
1765
1615
551
1815
1808
1101
1152
844
1668
1070
1069
1328
767
1987
www.brandweek.com
JUNE 21, 2004
S79
BRAND INDEX
JOHNSON & JOHNSON CP
JOHNSONS SOFTWASH BABY WASH
JOHNSONVILLE SAUSAGE
JOSE CUERVO ESPECIAL TEQUILA
JUNO INTERNET SERVICES
JUST FOR MEN HAIR COLOR
K-SWISS SNEAKERS MEN & WOMEN
K9 ADVANTIX DOG REMEDIES
KANES FURNITURE STORE
KAUFMANNS DEPT SALES ANNOUNCEMENT
KAY JEWELRY STORE
KB HOME BUILDER
KC MASTERPIECE BBQ SAUCE
KEEBLER WHEATABLES SNACK CRCKRS
KELLOGGS FROSTED MINI WHEATS CRL
KELLOGGS FRUIT HARVEST CEREAL
KELLOGGS KRAVE NUTRITIONAL BAR
KELLOGGS NUTRI-GRAIN CEREAL BARS
KELLOGGS RAISIN BRAN CRUNCH CRL
KELLOGGS RICE KRISPIES CEREAL
KELLOGGS SPECIAL K RED BERRIES
KELLOGGS SPECIAL K&SPCL K RD BR
KELLOGGS TONYS CINNAMON KRUNCHERS
KELLOGGS VAR CEREAL
KELLOGGS VAR DISNEY CEREALS
KENMORE REFRIGERATOR
KENNY ROSS AUTO ENTRPRS
KEY BANK CONSUMER SERVICES
KFC RESTAURANT
KIA AUTO&TRK VAR
KIA AUTOS OPTIMA
KIA AUTOS RIO
KIA AUTOS SPECTRA
KIA DLR ASSN SPECTRA
KIA DLR ASSN VAR AUTO&TRK
KIA TRUCKS SEDONA
KIA TRUCKS SORENTO
KINSELLA MISC FIN
KIT KAT CANDY BAR
KLEENEX FACIAL TISSUE
KLEENEX ULTRA FACIAL TISSUE
KMART DISC APPAREL MEN & WOMEN
KMART DISC HOUSEHOLD
KMART DISC MISC
KMART DISC MULTI-PDTS
KMART DISC SALES ANNOUNCEMENT
KODAK CONVENTIONAL FILM
KODAK EASYSHARE CAMERA & DOCK
KODAK FILM PROCESSING
KODAK PICTURE MAKER FILM PROCESSING
KODAK PLUS DIGITAL DISPOSABLE CMR
KOHLS DEPT APPAREL WOMEN
KOHLS DEPT MISC
KOHLS DEPT MULTI-PDTS
KOHLS DEPT SALES ANNOUNCEMENT
KOOL-AID JAMMERS RTS FRUIT DRINK
KRAFT EASY MAC MACARONI&CHEESE DNR
KRAFT FRESHPREP REFRIG MEAL KIT
KRAFT MACARONI & CHEESE DINNER
KRAFT SALAD DRESSING
KRAFT SINGLES CHEESE SLICES
KRAFT VAR FOOD PDTS
KRAGEN AUTO WORKS STORE
KROGER FOOD STORES
LA WEIGHT LOSS CENTER
LA-Z-BOY FURN GALLERIES
LA-Z-BOY FURNITURE
LABATT BEER
LACTAID MILK
LAMISIL AT ATHLETES FOOT CREAM
LAMISIL TOENAIL FUNGUS RX
LAND ROVER DLR ASSN DSCVRY&RNG RVR
LAND ROVER VEHICLES DISCOVERY LSG
LAND ROVER VEHICLES RANGE ROVER
LAS VEGAS NV TP
LASALLE BANK CONSUMER SERVICES
LAYS STAX POTATO CRISPS
LAZARUS DEPT SALES ANNOUNCEMENT
LAZARUS-MACYS DEPT SALES ANNC
LEAN CUISINE CAFE CLSC FRZN ENTRS
LEAN CUISINE FROZEN PIZZA
LEAPFROG LEAPPAD LEARNING PRGRMS
LENDINGTREE.COM CONSUMER SERVICES
LENDINGTREE.COM ONLINE
LENOX COLLECTIONS COLLECTIBLES DR
LENSCRAFTERS OPTICAL
LEPTOPRIN DRUGS/TOILETRIES DR
LEVEL 3 COMM INC CP
LEVER 2000 MOISTURE RSPN MSTRZNG BR
LEVIS JEANS MEN
LEVIS JEANS MEN & WOMEN
LEVITRA ERECTILE DYSFUNCTION RX
LEVITZ FURNITURE STORE
LEXUS AUTO&TRK VAR
LEXUS AUTOS ES
LEXUS AUTOS LS
LEXUS DLR ASSN ES
LEXUS DLR ASSN VAR AUTO&TRK
LEXUS LOC DLR
LEXUS TRUCKS GX
718
1130
1351
1603
1410
977
1296
930
1969
555
210
1356
1806
1846
592
489
1766
1661
920
1804
1539
1759
878
1823
1744
803
1269
712
18
811
305
1903
400
1156
1010
268
164
1594
1201
817
1544
1321
1632
116
416
900
1232
434
453
1966
368
1691
110
342
52
1855
1470
1566
939
855
959
1997
1215
252
506
325
1345
1137
1945
553
376
1623
1610
530
388
1307
1393
762
830
1240
1313
1934
1272
491
890
464
1023
1127
1699
1261
1009
293
341
492
353
339
1289
277
432
487
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
901 MONISTAT 1 COMBINATION PCK CRM&SPS
19,412.30
23,098.10
-16%
951 CLOROX LIQ BLEACH
18,650.80
6,299.40
196%
902 PETCO ANIMAL SUPPLIES
19,405.70
18,379.00
6%
952 PRINCESS CRUISES
18,638.20
18,924.30
-2%
903 AIG INSURANCE & FIN SVC
19,403.50
22,202.50
-13%
953 SAMSUNG DIGITAL PHONES
18,636.30
22,026.60
-15%
904 REGAL ENTER GROUP
19,391.40
8,805.90
120%
954 SPRINT PCS WIRELESS WEB WIRELESS SVC
18,611.80
70,584.10
-74%
905 HYUNDAI DLR ASSN VAR AUTO&TRK
19,357.70
21,888.20
-12%
955 GLAD PRESS N SEAL WRAP
18,598.80
0
NA
956 SLIM FAST MEAL BARS
18,569.10
11,051.10
68%
957 LINCOLN MERC AUTO&TRK VAR
18,561.40
3,905.40
375%
906 JAGUAR AUTOS XJ
19,354.10
269.10
7092%
907 TARGET DISC HOUSEHOLD
19,350.30
16,215.00
19%
908 LION KING VIDEO
19,348.20
497.20
3791%
958 TD WATERHOUSE BROKERS CONSUMER SVC
18,558.70
44,319.50
-58%
909 AMERICAN DAIRY ASSN CHEESE
19,330.80
34,693.80
-44%
959 KRAFT SINGLES CHEESE SLICES
18,547.60
18,652.40
-1%
910 DODGE TRUCKS VAR
19,329.90
6,943.50
178%
960 HOOVER FLOOR MATE FLOOR CLEANING SYS
18,514.00
13,647.40
36%
911 ASHLEY FURN HOME STR
19,314.30
8,608.20
124%
961 LINENS N THINGS STORE
18,505.30
4,681.70
295%
912 AVIS RENT-A-CAR
19,257.90
27,319.60
-30%
962 SONY UNDERWORLD MOVIE
18,490.00
0
NA
913 FINISHING TOUCH DRUGS/TOILETRIES DR
19,252.00
0
NA
963 GMC DLR ASSN VAR TRUCKS
18,374.60
21,005.30
-13%
116%
914 ALKA-SELTZER PLUS COLD TABLETS
19,234.20
13,278.40
45%
964 NESCAFE FROTHE COFFEE DRINKS
18,309.80
8,473.70
915 MED 4 HOME DRUGS/TOILETRIES DR
19,229.20
15,236.70
26%
965 QUAKER LIFE CEREAL
18,305.30
14,425.60
27%
916 BUSHS BAKED BEANS
19,226.90
19,519.20
-1%
966 BACARDI SILVER MALT LIQUOR
18,286.10
30,719.90
-40%
917 IBM BUSINESS SERVICES
19,203.90
4,420.40
334%
967 PIRATES OF THE CARIBBEAN VIDEO
18,272.40
0
NA
918 UNITED AIRLINES INTL
19,169.70
8,851.70
117%
968 NINTENDO GAMECUBE GAME SYSTEM
18,224.20
330.50
5414%
919 WARNER BROS GOTHIKA MOVIE
19,168.20
0
NA
969 PALL MALL VAR CIGARETTES
18,224.10
28,749.30
-37%
920 KELLOGGS RAISIN BRAN CRUNCH CRL
19,161.60
0
NA
970 HANES HER WAY BODY CRTNS BRAS&PNTS W
18,168.80
0
NA
971 SUNNY DELIGHT RTS FRUIT DRINK
18,160.00
7,187.70
153%
972 NABISCO WHEAT THINS
18,155.00
12,497.80
45%
973 BURLINGTON COAT FACTORY FAMILY
18,154.60
19,743.00
-8%
974 WARNER BROS GODS & GENERALS MOVIE
18,150.40
0
NA
921 SONY BIG FISH MOVIE
19,151.60
0
NA
922 HP DIGITAL CAMERA & PRINTER
19,141.80
12,483.70
53%
923 USPS PRIORITY MAIL DOM
19,117.10
5,426.90
252%
924 20TH CENTURY FOX PHONE BOOTH MOVIE
19,114.60
113.9 16682%
925 CLAIROL HRBL ESNC FRT FS SHAMP&COND
19,098.80
0
NA
975 MGM/UA GOOD BOY MOVIE
18,135.00
0
NA
926 STANLEY STEEMER CRPT CLN
19,063.10
17,757.00
7%
976 OLAY COMPLETE UV/MOISTURE LOTION
18,105.20
11,163.40
62%
927 CHEX MIX SNACK MIX
19,040.30
5,901.00
223%
977 JUST FOR MEN HAIR COLOR
18,105.10
17,930.60
1%
928 MICROSOFT OFFICE SOFTWARE
19,023.90
629.30
2923%
978 XEROX PRINTERS
18,102.80
26,159.90
-31%
929 DILLARDS DEPT HOUSEHOLD
19,018.80
17,899.20
6%
979 TOYOTA AUTOS MATRIX
18,088.70
47,284.60
-62%
930 K9 ADVANTIX DOG REMEDIES
19,007.60
0
NA
980 PRUDENTIAL CA REALTY
18,076.30
11,273.50
60%
931 WARNER BROS CRADLE 2 THE GRAVE MOVIE
18,990.10
0
NA
981 CLAIROL NAT INSTINCTS HAIR COLOR
18,055.20
12,514.00
44%
932 SEAMANS FURNITURE STORE
18,960.00
18,740.50
1%
982 BANK ONE MASTERCARD & VISA
18,024.80
7,930.60
127%
933 MR CLEAN MAGIC ERASER CLEANING PADS
18,959.20
0
NA
983 BELLSOUTH FASTACCESS INTERNET SVC
17,992.10
18,371.50
-2%
934 COVER GIRL MULTIPLYING MASCARA
18,946.40
0
NA
984 WINDEX MULTI-SURFACE SPRAY CLEANER
17,990.30
5,201.80
246%
935 SUBARU AUTOS OUTBACK WAGON
18,930.70
24,184.70
-22%
985 MITSUBISHI AUTO&TRK VAR
17,987.10
54,512.00
-67%
936 COLGATE TOTAL ADVNCD FRS TOOTHPASTE
18,910.90
0
NA
986 GAP CLOTHING STORE MEN
17,970.80
18,044.60
0%
937 RITE AID PHARMACY
18,899.90
21,366.90
-12%
987 QUILTED NORTHERN BATHROOM TISSUE
17,968.90
19,376.80
-7%
938 NEW LINE LORD/RINGS/TWO TOWERS MV
18,890.60
33,526.70
-44%
988 OLYMPUS STYLUS DIGITAL CAMERA
17,954.00
0
NA
939 KRAFT MACARONI & CHEESE DINNER
18,852.10
17,993.40
5%
989 GARNIER FRUCTIS FORTIFYING COND
17,935.80
13.20
135K%
940 YOPLAIT NOURICHE DRINKABLE YOGURT
18,849.60
4,667.60
304%
990 NEW LINE TEXAS CHAINSAW MASSACRE
17,901.50
0
NA
941 UNIVERSAL HONEY MOVIE
18,823.90
0
NA
991 VALVOLINE MAX LIFE MOTOR OIL
17,894.90
15,925.80
12%
942 PCDI PROF CAREER DV INST
18,808.30
34,565.50
-46%
992 SECRET SKIN RENEWAL STICK DEOD
17,891.60
0
NA
943 CHARMIN ULTRA BATHROOM TISSUE
18,797.50
23,804.50
-21%
993 TIAA-CREF CONSUMER SERVICES
17,830.90
18,247.80
-2%
944 GENERAL MOTORS CORP PRE-OWND AUT&TRK
18,774.00
6,505.40
189%
994 WARNER BROS A MIGHTY WIND MOVIE
17,821.00
0
NA
945 DASANI BOTTLED WATER
18,691.10
20,574.30
-9%
995 SATURN AUTOS LS
17,811.70
22,832.80
-22%
946 FEBREZE FABRIC REFRESHER
18,684.30
25,894.80
-28%
996 MR CLEAN ULTIMATE ORANGE LIQ CLEANER
17,790.90
0
NA
947 DERAMAXX DOG RX
18,681.00
0
NA
997 OLAY COMPLETE BODY WASH
17,787.00
17,155.00
4%
948 COLGATE SIMPLY WHITE WHITENING GEL
18,673.50
13,657.10
37%
998 FOCUS PIANIST MOVIE
17,747.80
1,562.10
1036%
949 CLAIROL HERBAL ESSENCES HAIR COLOR
18,658.80
28,743.30
-35%
999 YOPLAIT WHIPS YOGURT
17,731.00
15,521.40
14%
950 JACK DANIELS WHISKEY
18,654.40
19,250.80
-3%
1000 US CELLULAR WIRELESS SERVICE
17,730.40
3,944.60
349%
S80
JUNE 21, 2004
www.brandweek.com
RANK/
BRAND
BRAND INDEX
2003
TOTAL
2002
TOTAL
%
CHG.
17,087.70
31,900.70
-46%
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1001 MACYS DEPT HOUSEHOLD
17,717.30
19,981.10
-11%
1051 TRIDENT WHITE SUGARLESS GUM
1002 AIRTRAN AIRWAYS DOM
17,682.40
15,301.70
16%
1052 BRAWNY PAPER TOWELS
17,047.00
18,437.50
-8%
1003 AVENTIS SA DVT
17,652.80
0
NA
1053 MACNEIL AUTOMOTIVE PDTS AUTO DR
17,040.40
14,307.10
19%
1004 REVLON COLORSTAY OVRTM LIP COLOR
17,652.70
0
NA
1054 TLC CABLE TV
17,029.40
11,985.60
42%
1005 PANTENE PRO-V DEEP FORTIFYING TRTMNT
17,630.00
4,934.10
257%
1055 ORAL-B CROSS ACTION PWR TOOTHBRUSH
17,005.70
0
NA
1006 TYLENOL EXTRA STR PAIN CAPLETS
17,597.30
7,122.00
147%
1056 ELECTRASOL GELPACK DISHWASHER DET
16,986.10
496.80
3319%
1007 TWIX COOKIE BAR
17,574.70
19,960.30
-12%
1057 MERCURY INSURANCE GROUP AUTO INS
16,963.00
11,238.10
51%
1008 VISINE TEARS EYE DROPS
17,571.90
15,302.00
15%
1058 PATANOL ALLERGY RX
16,961.90
15,243.00
11%
1009 LEVIS JEANS MEN & WOMEN
17,568.80
1059 RETIN-A MICRO ACNE RX
16,944.60
12,384.60
37%
1010 KIA DLR ASSN VAR AUTO&TRK
17,561.00
8,130.70
116%
1060 HONDA DLR ASSN VAR AUTO&TRK
16,937.80
17,328.10
-2%
1011 DUPONT STAINMASTER CARPETS
17,557.20
17,279.40
2%
1061 MIRAMAX KILL BILL MOVIE
16,917.00
0
NA
1012 TOYOTA DLR ASSN TACOMA & TUNDRA
17,530.10
11,471.10
53%
1062 UNIVERSAL JOHNNY ENGLISH MOVIE
16,878.90
0
NA
1013 LONGS DRUG STORE
17,522.10
16,946.80
3%
1014 PEOPLEPC INTERNET SERVICES
17,519.90
1015 ENSURE NUTRITIONAL SUPPLEMENT
17,510.80
13,436.90
1016 LINCOLN AUTOS TOWN CAR
17,507.20
20,044.80
58.70 29830%
1063 TRIDENT SUGARLESS GUM
16,860.00
7,577.40
123%
1064 TOTAL GYM EXERCISE EQUIP DR
16,859.60
5,587.00
202%
30%
1065 INVISALIGN DENTAL ALIGNERS
16,836.00
6,255.80
169%
-13%
1066 OSHMANS SPRT GDS STR
16,815.40
18,736.40
-10%
65.70 26567%
1017 SHERATON HOTELS
17,502.00
19,416.70
-10%
1067 SEA WORLD PARKS
16,798.00
12,785.50
31%
1018 FRONTLINE PLUS CAT & DOG RX
17,484.40
26,762.60
-35%
1068 IDT LONG DISTANCE RESIDENTIAL
16,780.90
28,663.70
-41%
1019 GLADE SCENTED OIL FAN PLUG-INS
17,478.70
0
NA
1069 JIFFY LUBE AUTO CENTER
16,773.20
15,026.40
12%
1020 GUITAR CENTER
17,462.90
14,460.30
21%
1070 JIF PEANUT BUTTER
16,710.90
14,148.40
18%
1021 FOOT LOCKER SHOE STORE MEN
17,459.60
15,217.50
15%
1071 AXE DEOD BODY SPRAY
16,699.90
13,391.30
25%
1022 CLOROX WITH TEFLON BTHRM&TLT BWL CLN
17,424.00
0
NA
1072 TJ MAXX CLOTHING STORE WOMEN
16,691.60
13,814.50
21%
1023 LEPTOPRIN DRUGS/TOILETRIES DR
17,395.60
0
NA
1073 NEW LINE FINAL DESTINATION 2 MV
16,690.80
0
NA
1024 BOSTON MARKET RESTAURANT
17,392.70
16,747.80
4%
1074 CHEVROLET DLR ASSN SUBURBAN & TAHOE
16,690.40
4,535.20
268%
1025 SUBARU DLR ASSN VAR AUTOS
17,367.00
20,136.60
-14%
1075 LINCOLN AUTO&TRK VAR
16,681.20
14,256.00
17%
1026 EHARMONY.COM ONLINE
17,342.80
0
NA
1076 M&MS PEANUT CANDY
16,644.20
754.40
2106%
1027 DISNEYLAND RESORT
17,340.00
2,524.80
587%
1077 CALIFORNIA STATE LOTTERY
16,641.60
20,682.80
-20%
1028 PEPSI & LAYS POTATO CHIPS
17,316.20
3.40
509K%
1029 SATURN TRUCKS VUE
17,288.90
76,594.80
-77%
1030 BUENA VISTA HOLES MOVIE
17,276.50
0
NA
1031 DILLARDS DEPT MISC
17,274.60
12,756.80
1032 VERIZON LONG DISTANCE RESIDENTIAL
17,261.00
32,912.00
1033 JAGUAR AUTOS X-TYPE LEASING
17,252.50
20,790.40
1034 OLD NAVY CLOTHING STORE MEN
17,250.10
1078 JC PENNEY DEPT APPAREL WOMEN
16,639.10
18,658.20
-11%
1079 HAWTHORNE VILLAGE COLLECTIBLES DR
16,633.40
20,880.10
-20%
1080 GART SPORTS STORE
16,627.70
15,533.10
7%
35%
1081 SIEMENS CORP CP
16,615.60
23,416.30
-29%
-48%
1082 CLOROX DISINFECTANT WIPES
16,594.50
27,304.40
-39%
-17%
1083 SONY GIGLI MOVIE
16,593.60
0
NA
3,861.00
347%
1084 NISSAN AUTOS ALTIMA LEASING
16,590.60
0
NA
1035 POL-MAYOR
17,219.30
4,839.60
256%
1085 PARAMOUNT BEYOND BORDERS MOVIE
16,579.60
0
NA
1036 ZURICH DIRECT LIFE INSURANCE
17,203.20
14,986.50
15%
1086 CNN CABLE TV
16,567.50
8,543.80
94%
1037 AARP HEALTH CARE OPTION
17,197.60
10,876.00
58%
1087 CELEBRITY CRUISES
16,541.10
18,127.70
-9%
1038 ULTRA SLIM FAST RTS DRINK
17,195.20
49,798.20
-65%
1088 GILLETTE SENSOR 3 RAZOR MEN
16,528.30
0
NA
1039 DITECH.COM ONLINE
17,194.50
58,187.50
-70%
1089 NABISCO RITZ CRACKERS
16,523.00
14,167.40
17%
1040 TIME-LIFE VAR VIDEOS DR
17,193.90
14,188.20
21%
1090 WRIGLEYS JUICY FRUIT GUM
16,519.10
10,480.30
58%
1041 APPLE POWERBOOK PORTABLE COMPUTER
17,186.20
5,727.50
200%
1091 NAPA AUTO PARTS STORE
16,519.00
9,612.50
72%
-11%
1042 CRUISES ONLY TRAVEL
17,176.90
15,566.70
10%
1092 OXICLEAN STAIN REMOVER
16,509.70
18,453.90
1043 BEST WESTERN HOTELS WORLDWIDE
17,167.60
23,869.20
-28%
1093 AQUOS TV
16,497.00
12,394.20
33%
1044 MICHELOB LIGHT BEER
17,155.30
47,596.30
-64%
1094 HUGGIES SUPREME DISPOSABLE DIAPERS
16,478.10
20,193.40
-18%
1045 CHILDRENS TYLENOL PAIN LIQUID
17,148.20
7,269.80
136%
1095 PONTIAC DLR ASSN GRAND PRIX
16,477.50
3,151.10
423%
1046 GENERAL MILLS MILK & CEREAL BARS
17,125.60
17,022.40
1%
1096 HOBBY LOBBY CREATIVE CTR
16,477.50
11,724.80
41%
1047 ROMANOS MACARONI GRILL
17,102.90
10,879.90
57%
1097 POST GRAPE NUTS&SHREDDED WHT
16,464.10
0
NA
1048 FANNIE MAE CONSUMER SERVICES
17,100.30
9,372.70
82%
1098 SBC PACIFIC BELL TLPHN RESIDENTIAL
16,435.50
6,486.70
153%
1049 STATE FARM LIFE INSURANCE
17,095.20
26,417.60
-35%
1099 BURDINES DEPT SALES ANNOUNCEMENT
16,417.20
17,069.40
-4%
1050 SYNERGISTIC MARKETING
17,088.40
16,075.90
6%
1100 SARA LEE BREAD
16,391.90
3,193.90
413%
LEXUS TRUCKS RX 330
LEXUS TRUCKS VAR
LG WASHER & DRYER
LIBERTY HOME PHARMACY DRUGS/TOIL DR
LIBERTY MEDICAL SUPPLY DRUGS/TOIL DR
LIBERTY MUTUAL AUTO INSURANCE
LIBERTY MUTUAL BUSINESS INSURANCE
LIBERTY TRAVEL AGENCY
LIFE ALERT MISC DR
LIFETIME CABLE TV
LIFETIME CABLE TV PAID PROMO
LINCOLN AUTO&TRK VAR
LINCOLN AUTOS LS
LINCOLN AUTOS TOWN CAR
LINCOLN MERC AUTO&TRK VAR
LINCOLN MERC AUTOS VAR
LINCOLN MERC DLR ASSN VAR AUTO&TRK
LINCOLN MERC DLR ASSN VAR TRUCKS
LINCOLN MERC TRUCKS VAR
LINCOLN TRUCKS AVIATOR
LINENS N THINGS STORE
LION KING VIDEO
LIONS GATE CONFIDENCE MOVIE
LIPITOR CHOLESTEROL RX
LIPTON ASIAN SIDES NOODLE MIX
LIQUID PLUMR PROF STR DRAIN CLEANER
LISTERINE MOUTHWASH
LISTERINE POCKETPAKS ORAL CARE STRPS
LITTLE DEBBIE CAKES
LIVE LINKS DATING SVC
LOEWS CINEPLEX
LONG JOHN SILVERS REST
LONGS DRUG STORE
LORD & TAYLOR DEPT APPAREL WOMEN
LORD & TAYLOR DEPT DRUGS/TOILETRIES
LORD & TAYLOR SALES ANNOUNCEMENT
LORD/RINGS/TWO TOWERS VIDEO
LOREAL COULEUR EXPERTE HAIR COLOR
LOREAL DOUBLE EXTEND MASCARA
LOREAL ENDLESS LIP COLOUR
LOREAL EXCELLENCE CREME HAIR COLOR
LOREAL FERIA HAIR COLOR
LOREAL GLAM SHINE LIPSTICK
LOREAL PREFERENCE HAIR COLOR
LOREAL SUPERIOR PRFRNC HAIR COLOR
LOREAL VISIBLE LIFT LIQ FOUNDATION
LOREAL WRINKLE DE-CREASE CREAM
LOUIS VUITTON CLTHNG STR WOMEN
LOWES BLDG SUPP STR
LUFTHANSA AIRLINES INTL
LUNCHABLES FUN FUEL LUNCH COMBOS
LUVS ULTRA LKGRDS DISPOSABLE DIAPERS
LYSOL SPRAY DISINFECTANT
M&MS MILK CHOCOLATE CANDY
M&MS PEANUT CANDY
M&MS VAR CANDY
MAACO AUTO BODY CENTER
MAALOX MAX ANTACID TABLETS
MACNEIL AUTOMOTIVE PDTS AUTO DR
MACYS DEPT APPAREL WOMEN
MACYS DEPT DRUGS/TOILETRIES
MACYS DEPT HOUSEHOLD
MACYS DEPT JEWELRY/OPTICAL
MACYS DEPT MISC
MACYS DEPT MULTI-PDTS
MACYS DEPT SALES ANNOUNCEMENT
MAJOR WORLD AUTO
MARRIOTT HOTELS
MARSHALL FIELDS DEPT MISC
MARSHALL FIELDS DEPT MULTI-PDTS
MARSHALL FIELDS DEPT SALES ANNC
MASSMUTUAL FIN GROUP CONSUMER SVC
MASTERCARD BUSINESSCARD CREDIT CARD
MASTERCARD CREDIT CARD
MASTERCARD DEBIT CARD
MASTERCARD.COM ONLINE
MATCH.COM DATING SERVICE ONLINE
MATRIX DIRECT INS SVC
MATRIX RELOADED VIDEO
MATTRESS FIRM STORE
MATTRESS GIANT STORE
MAX FACTOR LIPFINITY LIP COLOR
MAX FACTOR LPFNTY LSTR LIP COLOR
MAX FACTOR STRETCH&SPRT MASCARA
MAXWELL HOUSE COFFEE
MAYBELLINE EVERFRESH FACIAL MAKEUP
MAYBELLINE FOREVER LIP COLOR
MAYBELLINE SKY HIGH CRVS MASCARA
MAYBELLINE WET SHN DMNDS LIQ LIP CLR
MAYBELLINE WONDER FINISH LIQ/PWD FND
MAYTAG WASHER
MAZDA AUTO&TRK VAR
MAZDA AUTOS 6
MAZDA AUTOS 6 LEASING
MAZDA AUTOS RX-8
MAZDA DLR ASSN VAR AUTO&TRK
MAZDA TRUCKS TRIBUTE
MCDONALDS RESTAURANT
MCI WORLDCOM CP
MCI WORLDCOM RESIDENTIAL
186
1290
1671
666
183
1262
1885
190
1422
1611
1305
1075
294
1016
957
625
50
692
417
326
961
908
1781
73
1493
1372
365
425
1938
1994
1783
731
1013
1310
1769
741
1421
468
1253
1534
673
639
1707
1298
1161
1796
1640
1206
9
1957
823
610
1346
679
1076
1217
517
1309
1053
733
457
1001
1620
430
1636
24
1972
1176
1614
1755
1143
1151
826
17
678
1717
1617
1369
1383
729
1327
1888
1119
1193
1503
1858
804
1299
1543
1666
1350
633
90
431
378
160
1435
2
499
254
www.brandweek.com
JUNE 21, 2004
S81
BRAND INDEX
MED 4 HOME DRUGS/TOILETRIES DR
MEDIA NETWORKS SERVICE
MEIJER DISC MULTI-PDTS
MENARDS BUILDING SUPPLY
MENS WEARHOUSE CLTHNG ST MEN
MERCEDES BENZ AUTO&TRK VAR
MERCEDES BENZ AUTOS C-CLASS
MERCEDES BENZ AUTOS CLK
MERCEDES BENZ AUTOS E-CLASS
MERCEDES BENZ DLR ASSN VAR AUTO&TRK
MERCEDES BENZ DLR ASSN VAR AUTOS
MERCK & CO INC OSTEOARTHRITIS
MERCURY AUTOS GRAND MARQUIS
MERCURY INSURANCE GROUP AUTO INS
MERCURY TRUCKS MOUNTAINEER
MERRILL LYNCH&CO BROKER CONSUMER SVC
MERVYNS DEPT MULTI-PDTS
MERVYNS DEPT SALES ANNOUNCEMENT
METAGLIP DIABETES RX
METAMUCIL LAXATIVE CAPSULES
MEXICO TP
MGM/UA A GUY THING MOVIE
MGM/UA AGENT CODY BANKS MOVIE
MGM/UA BULLETPROOF MONK MOVIE
MGM/UA DARK BLUE MOVIE
MGM/UA GOOD BOY MOVIE
MGM/UA IT RUNS IN/FAM MV
MGM/UA JEEPERS CREEPERS 2 MOVIE
MGM/UA LEGALLY BLONDE 2 MOVIE
MGM/UA OUT OF TIME MOVIE
MGM/UA UPTOWN GIRLS MOVIE
MICHAELS ARTS&CRAFTS STR
MICHELIN AUTO TIRES
MICHELIN TRUCK TIRES
MICHELOB AMBERBOCK BEER
MICHELOB LIGHT BEER
MICHELOB ULTRA LIGHT BEER
MICRO TOUCH DRUGS/TOILETRIES DR
MICROSOFT BUS SLTNS SVC
MICROSOFT CORP CP
MICROSOFT DOTNET SOFTWARE
MICROSOFT NET SOFTWARE
MICROSOFT OFFICE BUSINESS SOF
MICROSOFT OFFICE SOFTWARE
MICROSOFT VAR SOFTWARE
MICROSOFT WINDOWS SERVER 2003 SOF
MICROSOFT WINDOWS XP PROF SOFTWARE
MICROSOFT WINDOWS XP SOFTWARE
MICROSOFT WINDOWS XP TBLT PC EDTN
MIDAS INTL CORP CP
MIDAS MUFFLER SHOPS
MILKY WAY CANDY BAR
MILLER GENUINE DRAFT & LITE BEER
MILLER GENUINE DRAFT BEER
MILLER HIGH LIFE BEER
MILLER LITE BEER
MILLER VAR BEERS
MILLSTONE COFFEE
MINI AUTOS COOPER
MINUTE MAID PREMIUM RTS ORANGE JUICE
MIRAMAX BAD SANTA MOVIE
MIRAMAX CHICAGO MOVIE
MIRAMAX COLD MTN MOVIE
MIRAMAX CONFESSIONS/DNGRS MND MV
MIRAMAX GANGS OF NY MOVIE
MIRAMAX KILL BILL MOVIE
MIRAMAX MY BOSSS DAUGHTER MOVIE
MIRAMAX SCARY MOVIE 3
MIRAMAX SPY KIDS 3D GAME OVER
MIRAMAX VAR MOVIES
MIRAMAX VIEW FROM THE TOP MOVIE
MITSUBISHI AUTO&TRK VAR
MITSUBISHI AUTOS ECLIPSE
MITSUBISHI AUTOS LANCER
MITSUBISHI AUTOS VAR
MITSUBISHI TRUCKS ENDEAVOR
MITSUBISHI TRUCKS OUTLANDER
MOHEGAN SUN CASINO
MONGOOSE ATLANTIC ADV
MONISTAT 1 COMBINATION PCK CRM&SPS
MONSTER.COM EMP SVC ONLINE
MORGAN STANLEY CONSUMER SERVICES
MORTGAGE MARKET INFO SVC
MOTEL 6 MOTELS
MOTOROLA DIGITAL PHONES
MOTRIN IB PAIN RELIEVER GELCAPS
MOUNTAIN DEW CODE RED SOFT DRINK
MOUNTAIN DEW LIVE WIRE SOFT DRINK
MOUNTAIN DEW SOFT DRINK
MOVADO WATCHES
MR CLEAN MAGIC ERASER CLEANING PADS
MR CLEAN ULTIMATE ORANGE LIQ CLEANER
MSN INTERNET SERVICES
MSN TV INTERNET SERVICES
MUSICSPACE.COM STORE VAR RC DR
MY BIG FAT GREEK WEDDING VIDEO
NABISCO RITZ CRACKERS
NABISCO TRISCUIT CRACKERS
NABISCO UH-OH OREO COOKIES
NABISCO WHEAT THINS
915
108
1466
442
398
1273
279
1548
560
373
795
1694
828
1057
1476
607
202
424
1535
816
1848
1612
801
1276
1391
975
1681
1853
1111
691
1378
769
1487
775
1457
1044
315
1946
1105
173
291
1185
356
928
1375
236
1402
1133
819
1721
516
1431
1512
589
1484
58
598
1381
777
1443
593
423
861
1197
1303
1061
1567
713
862
860
1153
985
1171
450
267
56
1475
1953
1331
901
850
477
857
1629
1927
866
1743
1736
389
1713
933
996
179
1995
1233
1379
1089
1128
1498
972
2003
TOTAL
2002
TOTAL
15,831.40
17,014.70
-7%
1152 JEWEL FOOD STORE
15,803.20
13,736.50
15%
1153 MIRAMAX VIEW FROM THE TOP MOVIE
15,798.40
0
NA
1154 SHOP RITE SUPERMARKETS
15,767.30
17,396.20
-9%
NA
1155 PHILADELPHIA CREAM CHEESE
15,721.10
8,845.70
78%
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1101 JETBLUE AIRWAYS DOM
16,377.30
16,987.80
-4%
1102 STATE FARM INSURANCE & FIN SVC
16,371.20
1103 OTT-LITE HOUSEHOLD DR
16,366.60
1,862.90
779%
1104 ORACLE VAR SOFTWARE
16,361.90
12,459.10
31%
1105 MICROSOFT BUS SLTNS SVC
16,351.60
0
52.40 31143%
RANK/
BRAND
1151 MASSMUTUAL FIN GROUP CONSUMER SVC
%
CHG.
1106 SCHICK QUATTRO RAZOR MEN
16,349.90
0
NA
1156 KIA DLR ASSN SPECTRA
15,699.70
2,174.60
622%
1107 SUZUKI AUTOS VERONA
16,341.60
0
NA
1157 NYQUIL LIQ COLD & FLU REMEDY
15,689.10
11,101.80
41%
1108 ONETOUCH ULTRA GLUCOSE MONITOR
16,313.30
28,482.00
-43%
1158 DREAMWORKS HEAD OF STATE MOVIE
15,677.00
0
NA
1109 FOX SEARCHLIGHT BEND/BECKHAM MOVIE
16,311.40
0
NA
1159 CISCO NETWORKING SYSTEMS
15,669.80
2,460.90
537%
1110 SAV-ON DRUG STORE
16,295.10
16,234.40
0%
1160 20TH CENTURY FOX DOWN WITH LOVE MV
15,654.70
0
NA
1111 MGM/UA LEGALLY BLONDE 2 MOVIE
16,275.80
0
NA
1161 L’ORÉAL SUPERIOR PRFRNC HAIR COLOR
15,647.60
30,941.80
-49%
1112 HH GREGG APPL STORE
16,259.40
13,522.00
20%
1162 DISNEYLAND THEME PARK
15,642.10
13,327.70
17%
1113 TOYOTA DLR ASSN TUNDRA
16,213.60
8,806.00
84%
1163 NEW LINE ABOUT SCHMIDT MOVIE
15,631.40
10,844.60
44%
1114 BUENA VISTA LIZZIE MCGUIRE MOVIE
16,203.80
0
NA
1164 SEARS DEPT APPAREL WOMEN
15,621.50
5,748.70
172%
1115 INTEL COMPUTER COMPONENTS
16,191.60
68,126.10
-76%
1165 NEW LINE A MAN APART MOVIE
15,616.00
0
NA
1116 GREYHOUND BUS LINES
16,189.30
18,689.10
-13%
1166 CLOROX READY MOP MOPPING SYSTEM
15,603.50
34,804.40
-55%
1117 AUTOTRADER.COM DLR ONLINE
16,186.60
18,941.50
-15%
1167 ORECK CORP APPLIANCES DR
15,600.70
11,391.10
37%
1118 GAIN LIQUID LAUNDRY DETERGENT
16,184.20
16,244.90
0%
1168 NORDSTROM DEPT APPAREL WOMEN
15,589.20
13,380.40
17%
1119 MAX FACTOR LPFNTY LSTR LIP COLOR
16,183.90
0
NA
1169 DOWNY ULTRA LIQ FABRIC SOFTENER
15,552.00
17,602.40
-12%
1120 PEPPERIDGE FARM GOLDFISH CRACKERS
16,146.20
15,429.30
5%
1170 CAPRI SUN SPORT RTS BEVERAGE
15,542.00
0
NA
1121 WRANGLER JEANS FAMILY
16,143.30
264.30
6008%
1171 MITSUBISHI AUTOS ECLIPSE
15,529.50
60,600.10
-74%
1122 CHAMPION MORTGAGE CO CONSUMER SVC
16,120.10
18,414.70
-12%
1123 STAR FURNITURE STORE
16,118.90
16,093.00
0%
1124 STOUFFERS FAM STYL RCPS FRZN ENTREES
16,115.80
10,820.60
49%
1125 SONY MEDALLION MOVIE
16,089.50
0
NA
1126 WRANGLER JEANS MEN
16,083.10
28,464.60
1172 UNIVERSAL ORLANDO RESORT
15,518.80
23,367.80
-34%
1173 PONTIAC AUTO&TRK VAR
15,516.00
25,672.70
-40%
1174 CREST REJUVENATING EFCT REG&GEL PST
15,508.90
15,357.50
1%
1175 STARBURST CANDY
15,506.40
24,903.40
-38%
-43%
1176 MARRIOTT HOTELS
15,503.10
20,908.10
-26%
10%
1127 LEVEL 3 COMM INC CP
16,068.50
5,249.90
206%
1177 SCOTT BATHROOM TISSUE
15,478.10
14,021.40
1128 NABISCO TRISCUIT CRACKERS
16,038.80
9,665.20
66%
1178 24 HOUR FITNESS CENTER
15,476.50
15,721.10
-2%
1129 FOLEYS DEPT DRUGS/TOILETRIES
16,028.50
14,978.70
7%
1179 SUNTRUST BANK CONSUMER SERVICES
15,468.00
10,922.40
42%
1130 JOHNSONS SOFTWASH BABY WASH
16,016.20
0
NA
1180 DENTYNE ICE GUM
15,457.60
22,214.20
-30%
1131 3 MUSKETEERS CANDY BAR
16,014.90
8,612.20
86%
1181 V8 SPLASH RTS FRUIT SMOOTHIES
15,455.30
0
NA
1132 US BANK CONSUMER SERVICES
16,013.90
12,107.00
32%
1182 PBS TV STATION
15,447.40
16,341.30
-5%
1133 MICROSOFT WINDOWS XP SOFTWARE
16,009.50
8,991.80
78%
1183 HISTORY CHANNEL CABLE TV
15,437.40
12,478.50
24%
1134 CITIBANK AADVANTAGE MASTERCARD
16,007.60
10,716.80
49%
1184 NEUTRA AIR AIR FRESHENER
15,434.40
0
NA
1135 SELECT QUOTE INS SVC
16,007.30
9,593.70
67%
1185 MICROSOFT NET SOFTWARE
15,431.80
46,343.30
-67%
1136 VALUE CITY FURNITURE STR
15,986.70
18,153.80
-12%
1186 SYNVISC ARTHRITIS RX
15,430.60
18,222.50
-15%
1137 LABATT BEER
15,977.00
9,722.40
64%
1187 FX CABLE TV
15,425.00
10,163.90
52%
1138 PEARLE VISION CENTERS
15,965.90
12,669.60
26%
1188 UNITED AIRLINES DOM & INTL
15,387.30
17,112.40
-10%
1139 CHARMIN SCENTS BATHROOM TISSUE
15,963.50
0
NA
1189 NATIONAL CTLMNS BF ASSN BEEF
15,373.30
2,495.40
516%
1140 ACURA AUTOS TL LEASING
15,936.30
163.20
9665%
1190 WATSONS POOLS SPAS&BLRD
15,332.80
11,771.50
30%
1141 GLAD TRASH BAGS
15,927.20
9,362.50
70%
1191 NOKIA CELLULAR PHONES
15,326.50
5,133.10
199%
NA
1142 REEBOK SNEAKERS MEN
15,925.00
15,011.80
6%
1192 NORELCO ADVANTAGE &NORELCO SPECTRA
15,324.20
0
1143 MARSHALL FIELDS DEPT SALES ANNC
15,913.90
20,179.70
-21%
1193 MAX FACTOR STRETCH&SPRT MASCARA
15,309.40
0
NA
1144 CESAR SELECT DINNERS CANNED DOG FOOD
15,907.50
5,648.50
182%
1194 SPORTS AUTHORITY SPRT GD
15,270.40
13,247.60
15%
1145 GENERAL MILLS CORN&RICE CHEX CEREAL
15,900.40
0
NA
1195 T-MOBILE WIRELESS STORE
15,257.90
8,697.00
75%
1146 CENTRUM &CENTRUM SILVER VITAMINS
15,889.50
21,683.70
-27%
1196 INFINITI AUTOS M45
15,257.70
12,628.80
21%
1147 TASTERS CHOICE INSTANT COFFEE
15,876.80
14,309.20
11%
1197 MIRAMAX CONFESSIONS/DNGRS MND MV
15,235.60
268.80
5568%
1148 GOODYEAR TRUCK TIRES
15,866.20
11,684.80
36%
1198 US DEPT OF THE TREASURY
15,227.30
764.40
1892%
1149 PILLSBURY READY TO BAKE COOKIES
15,844.90
18,430.20
-14%
1199 PRUDENTIAL FINANCIAL CONSUMER SVC
15,191.10
38,881.90
-61%
1150 BURLINGTON COAT FACTORY MEN
15,831.50
8,622.90
84%
1200 SKITTLES FRUIT CHEW CANDY
15,188.30
6,641.10
129%
S82
JUNE 21, 2004
www.brandweek.com
RANK/
BRAND
%
CHG.
RANK/
BRAND
2003
TOTAL
BRAND INDEX
2002
TOTAL
%
CHG.
2003
TOTAL
2002
TOTAL
1201 KIT KAT CANDY BAR
15,181.00
10,879.70
40%
1251 NEUTROGENA HEALTHY SKN ANTI-WRNKL CR
14,534.10
10,931.60
33%
1202 PUERTO RICAN RUMS
15,172.20
8,655.80
75%
1252 CAMPBELLS SOUP AT HAND MICRO SOUP
14,515.60
17,007.30
-15%
1203 VIRGIN MOBILE WIRELESS SERVICE
15,171.80
7,361.50
106%
1253 L’ORÉAL DOUBLE EXTEND MASCARA
14,513.10
0
NA
1204 ROUNDUP WEED KILLER
15,124.10
12,704.40
19%
1254 DREAMWORKS CATCH ME IF YOU CAN MV
14,510.20
25,201.90
-42%
1205 CAPTAIN MORGAN SPICED RUM
15,122.80
11,913.20
27%
1255 GATEWAY PLASMA TV
14,487.40
0
NA
1206 LOUIS VUITTON CLTHNG STR WOMEN
15,115.80
7,041.10
115%
1256 NEW LINE FREDDY VS JASON MOVIE
14,468.20
0
NA
1207 SHARPER IMAGE HOUSEHOLD DR
15,104.20
5,288.30
186%
1257 DYSON VACUUM CLEANER
14,422.50
755.20
1810%
1208 DOVE EXFOLIATING BEAUTY BAR SOAP
15,080.80
0
NA
1258 STEIN MART DISC APPAREL FAMILY
14,420.10
14,537.30
-1%
1209 CAREONE CREDIT CNSLNG CONSUMER SVC
15,079.30
8,935.80
69%
1259 AMERICAN AIRLINES INTL
14,406.40
10,629.60
36%
1210 SERENITY DRIACTIVE BLDR CNTRL LNRS
15,076.00
7,047.80
114%
1260 BELLSOUTH BUSINESS
14,404.00
3,487.70
313%
1211 FANCY FEAST CANNED CAT FOOD
15,071.70
7,837.70
92%
1261 LEVIS JEANS MEN
14,401.20
28,139.80
-49%
1212 BASSETT FURNITURE DIRECT
15,067.30
14,105.20
7%
1262 LIBERTY MUTUAL AUTO INSURANCE
14,396.70
12,365.30
16%
1213 AT&T LONG DISTANCE RESIDENTIAL
15,061.60
136,104.00
-89%
1263 CASTROL GTX HIGH MILEAGE MOTOR OIL
14,391.70
5,086.70
183%
1214 NEOSPORIN ANTIBIOTIC OINTMENT
15,060.30
18,650.40
-19%
1264 XENADRINE EFX REDUCING TABLETS
14,381.30
16,977.70
-15%
1215 KRAGEN AUTO WORKS STORE
15,048.60
6,681.90
125%
1265 HERTZ CAR SALES
14,361.90
11,661.00
23%
1216 PURITANS PRIDE INC DRUGS/TOIL DR
15,047.80
1,710.90
780%
1266 NFL NATL FOOTBALL LEAGUE
14,359.10
12,226.30
17%
1217 M&MS VAR CANDY
15,046.10
5,979.20
152%
1267 FIXODENT COMPLETE DENTURE ADHESIVE
14,344.50
3,571.70
302%
1218 CHRYSLER AUTOS PACIFICA LEASING
15,042.10
0
NA
1268 IBM WEBSPHERE SOFTWARE
14,331.00
10,670.90
34%
1219 PURINA BENEFUL DRY DOG FOOD
15,040.10
18,475.70
-19%
1269 KENNY ROSS AUTO ENTRPRS
14,330.60
4,060.70
253%
1220 GENERAL MILLS CINNAMON TST CRNCH CRL
15,009.40
17,202.00
-13%
1270 SIMPLY ORANGE RTS ORANGE JUICE
14,329.60
4,746.20
202%
1221 ONLYHITMUSIC.COM VAR RECORDINGS DR
14,985.00
12,365.60
21%
1271 TALBOTS CLOTHING STORE WOMEN
14,318.30
9,971.60
44%
1272 LENDINGTREE.COM CONSUMER SERVICES
14,299.90
0
NA
1273 MERCEDES BENZ AUTO&TRK VAR
14,296.00
15,444.10
-7%
1274 IBM BUSINESS CONS SVC
14,292.90
13,641.80
5%
-17%
1222 WESTIN HOTELS
14,970.10
10,342.60
45%
1223 TUMS ULTRA MAXIMUM STR ANTACID TAB
14,970.10
14,769.60
1%
1224 US CELLULAR DIGITAL SERVICE
14,960.80
6,481.50
131%
1225 CARNATION GOOD START FORMULA
14,959.00
16,177.00
-8%
1275 OSCO DRUG STORE
14,265.30
17,210.00
1226 SEARS DEPT JEWELRY/OPTICAL
14,935.70
8,325.90
79%
1276 MGM/UA BULLETPROOF MONK MOVIE
14,263.20
0
NA
1227 PEPSI TWIST REG & DIET SOFT DRINK
14,884.30
29,117.60
-49%
1277 CANON MULTI FUNCTION OFC MCHN
14,259.60
4,796.20
197%
1228 ANDERSEN WINDOWS
14,882.00
21,966.90
-32%
1278 TUMS SMOOTH DISSOLVE ANTACID TABLETS
14,255.70
4,435.20
221%
1229 PLEASANT HOLIDAY TOURS
14,869.30
11,451.20
30%
1279 CANON POWERSHOT DIGITAL CAMERA
14,252.90
0
NA
1230 INVENTION SBMSNS CORP
14,853.00
11,128.40
33%
1280 TYSON VAR MEAT
14,250.30
0
NA
1231 ALEVE COLD & SINUS CAPLETS
14,848.70
10,427.70
42%
1281 TRIAMINIC VAR COLD SYRUPS
14,249.10
10,877.40
31%
1232 KODAK CONVENTIONAL FILM
14,844.60
2,667.70
456%
1282 FOCUS FACTOR DRUGS/TOILETRIES DR
14,247.80
1,038.20
1272%
1233 MUSICSPACE.COM STORE VAR RC DR
14,838.30
19,981.20
-26%
1283 TOYOTA AUTOS VAR
14,240.00
11,372.90
25%
1234 ROCHER CANDY
14,828.20
18,650.90
-20%
1284 COTTONELLE ULTRASOFT BATH TISSUE
14,238.00
0
NA
1235 EDWARD D JONES & CO CONSUMER SVC
14,821.80
14,344.00
3%
1285 HEALTHY CHOICE MIXED GRL FRZN ENTRS
14,225.50
18,830.00
-24%
1236 TOMMY HILFIGER SPORTSWEAR M & W
14,807.00
264.10
5507%
1286 INDIANA JONES COLLECTION VIDEOS
14,215.60
0
NA
1237 ALTRIA GROUP INC CP
14,794.50
0
NA
1287 PURINA ONE DRY DOG FOOD
14,206.20
1,130.10
1157%
1238 FOCUS LOST IN TRANSLATION MV
14,777.50
0
NA
1288 AVAYA INC CP
14,199.60
1,641.90
765%
1239 HYUNDAI AUTOS ACCENT
14,759.40
1,237.30
1093%
1289 LEXUS DLR ASSN ES
14,193.10
12,351.00
15%
1240 LEAN CUISINE CAFE CLSC FRZN ENTRS
14,751.90
7,347.00
101%
1290 LEXUS TRUCKS VAR
14,192.20
0
NA
1241 WARNER BROS VAR MOVIES
14,721.10
14,325.20
3%
1291 ADVIL ALLERGY SINUS CAPLETS
14,188.20
0
NA
1242 20TH CENTURY FOX JUST MARRIED MOVIE
14,703.40
9,042.90
63%
1292 CALLAWAY GREAT/BERTHA II GOLF CLUBS
14,174.00
813.50
1642%
1243 CHUCK E CHEESE REST
14,698.80
14,568.50
1%
1293 RIDERS JEANS WOMEN
14,165.50
12,411.10
14%
1244 FORD DLR ASSN F-SERIES & RANGER
14,694.70
11,920.50
23%
1294 PLEDGE GRAB IT MOP
14,159.90
8,423.70
68%
1245 HONDA TRUCKS ODYSSEY
14,691.90
28,245.90
-48%
1295 TURNING LEAF WINE
14,145.90
12,237.80
16%
1246 COOKIES & COOKIES
14,653.10
11,935.60
23%
1296 K-SWISS SNEAKERS MEN & WOMEN
14,114.70
10,464.80
35%
1247 OLD SPICE RED ZONE SOLID AP/DEOD
14,580.80
0
NA
1297 SILVER CARE INSURANCE DR
14,104.80
9,535.00
48%
1248 CHECKERS RESTAURANT
14,562.20
13,744.20
6%
1298 L’ORÉAL PREFERENCE HAIR COLOR
14,090.50
3,996.60
253%
1249 HOLIDAY INNS EXPRESS
14,542.90
11,618.50
25%
1299 MAYBELLINE SKY HIGH CRVS MASCARA
14,089.70
0
NA
1250 GMC DLR ASSN SIERRA
14,541.50
8,234.00
77%
1300 FOOD LION FOOD STORE
14,088.30
17,734.00
-21%
NAMCO SOUL CALIBUR II VIDEO GM
NAPA AUTO CARE CENTER
NAPA AUTO PARTS STORE
NASACORT AQ NASAL RX
NASDAQ STOCK EXCHANGE
NATIONAL ASSN/REALTORS
NATIONAL CITY BANK CONSUMER SERVICES
NATIONAL CTLMNS BF ASSN BEEF
NATIONAL FLUID MLK PRCSR MILK
NATIONAL MONEY SERVICE CONSUMER SVC
NATIONWIDE AUTO INSURANCE
NATIONWIDE VAR INSURANCE
NAUTILUS HOUSEHOLD DR
NBC TV NETWORK ENTERTAINMENT DIV
NEOSPORIN ANTIBIOTIC OINTMENT
NESCAFE FROTHE COFFEE DRINKS
NESTEA COOL RTS ICED TEA
NESTLE CRUNCH/CARAMEL CANDY BAR
NESTLE GOOD START SUPREME FRML
NESTLE TOLL HOUSE ULTMT READY/BK CKS
NETZERO INTERNET SERVICES
NEUTRA AIR AIR FRESHENER
NEUTROGENA HEALTHY SKN ANTI-WRNKL CR
NEUTROGENA HYDRATING FCL CLTH MSK
NEW LINE A MAN APART MOVIE
NEW LINE ABOUT SCHMIDT MOVIE
NEW LINE DUMB&DMBR/WHN HRY MT LYD
NEW LINE ELF MOVIE
NEW LINE FINAL DESTINATION 2 MV
NEW LINE FREDDY VS JASON MOVIE
NEW LINE HOW TO DEAL MOVIE
NEW LINE LORD/RINGS RETURN/KNG MV
NEW LINE LORD/RINGS/TWO TOWERS MV
NEW LINE REAL CANCUN MOVIE
NEW LINE SECONDHAND LIONS MOVIE
NEW LINE TEXAS CHAINSAW MASSACRE
NEW YORK LIFE INS CO CP
NEW YORK STATE LOTTERY
NEW YORK STOCK EXCHANGE
NEWCIG.COM CIGARETTES ONLINE
NEWMARKET WHALE RIDER MOVIE
NEWPORT VAR MENTHOL CIGARETTES
NEWS AMERICA FSI
NEXIUM HEARTBURN RX
NEXTEL CELLULAR SERVICE
NEXTEL COMMUNICATION STR
NEXTEL WIRELESS SERVICE
NFL NATL FOOTBALL LEAGUE
NICODERM CQ STOP SMOKING PATCH
NICORETTE NICOTINE GUM
NICOTROL INHALER STOP SMOKING RX
NIGHT & DAY DISPOSABLE CONTACT LENS
NIKE SNEAKERS MEN
NIKE SNEAKERS WOMEN
NIKON COOLPIX DIGITAL CAMERA
NINTENDO GAMECUBE GAME SYSTEM
NISSAN AUTO&TRK VAR
NISSAN AUTOS 350Z
NISSAN AUTOS ALTIMA
NISSAN AUTOS ALTIMA LEASING
NISSAN AUTOS MAXIMA
NISSAN AUTOS SENTRA
NISSAN DLR ASSN VAR AUTO&TRK
NISSAN TRUCKS FRONTIER
NISSAN TRUCKS MURANO
NISSAN TRUCKS PATHFINDER ARMADA
NISSAN TRUCKS PTHFNDR&PTHFNDR ARMD
NISSAN TRUCKS QUEST
NISSAN TRUCKS TITAN
NISSAN TRUCKS XTERRA
NIVEA FOR MEN AFTER SHAVE BALM MEN
NOKIA CELLULAR PHONES
NOKIA DIGITAL PHONES
NOKIA N-GAGE GAME SYSTEM
NORDSTROM DEPT APPAREL WOMEN
NORELCO ADVANTAGE &NORELCO SPECTRA
NORTHWEST AIRLINES DOM & INTL
NORTHWESTERN MUTUAL FIN CONSUMER SVC
NORWEGIAN CRUISES
NTB NATL TIRE & BATTERY
NYQUIL COUGH SYRUP
NYQUIL LIQ COLD & FLU REMEDY
OCUVITE PRESERVISION EYE VITAMIN
ODOR EATERS PLUS INSOLES
OFFICE DEPOT OFFICE SUPP
OFFICE/NATL DRUG CONTROL
OFFICEMAX OFFICE SUPPLY
OLAY COMPLETE BODY WASH
OLAY COMPLETE UV/MOISTURE LOTION
OLAY DAILY FACIALS CLEANSING CLOTHS
OLAY DAILY FCLS EXPRS CLNSNG CLTHS
OLAY REGENERIST SKIN CARE PDTS
OLAY TOTAL EFFECTS 7X ANTI-AGING CRM
OLD COUNTRY BUFFET
OLD NAVY CLOTHING STORE FAMILY
OLD NAVY CLOTHING STORE MEN
OLD NAVY CLOTHING STORE MEN & WOMEN
OLD SPICE HIGH ENDURANCE BODY WASH
OLD SPICE HIGH ENDURANCE SOLID ANTIP
OLD SPICE RED ZONE SOLID AP/DEOD
1868
1814
1091
1515
1861
802
680
1189
321
714
1871
1540
730
410
1214
964
1767
1354
1674
1574
212
1184
1251
1579
1165
1163
1488
444
1073
1256
1537
472
938
1520
839
990
719
556
1932
807
1999
1916
8
21
68
309
102
1266
667
686
1901
1338
97
1477
739
968
100
631
45
1084
139
482
723
303
118
471
1742
206
744
150
1654
1191
346
1633
1168
1192
1771
1500
896
1606
1847
1157
1996
1882
119
28
270
997
976
284
1706
336
1367
1834
184
1034
114
1821
1646
1247
www.brandweek.com
JUNE 21, 2004
S83
BRAND INDEX
OLIVE GARDEN RESTAURANT
OLYMPUS STYLUS DIGITAL CAMERA
OMEPRAZOLE ACID REFLUX RX
ONE-A-DAY WEIGHT SMART MULTI VTMNS
ONETOUCH ULTRA GLUCOSE MONITOR
ONLYHITMUSIC.COM VAR RECORDINGS DR
ONSTAR VEHICLE MONITORING SYS
OPPENHEIMER FUNDS
ORACLE VAR SOFTWARE
ORAL-B CROSS ACTION PWR TOOTHBRUSH
ORAL-B PROF CARE 7000 TOOTHBRUSH
ORAL-B VAR TOOTHBRUSHES
ORBITZ TRAVEL SERVICE ONLINE
ORCHARD SUPPLY HARDWARE
ORECK CORP APPLIANCES DR
ORECK FACTORY STORE
ORKIN EXTERMINATORS
ORTHO EVRA CONTRACEPTIVE RX
ORVILLE REDENBACHER SMART-POP PPCRN
OSCO DRUG STORE
OSHMANS SPRT GDS STR
OTT-LITE HOUSEHOLD DR
OUST AIR SANITIZER
OUTBACK STEAKHOUSE
OVERACTIVE BLADDER CONDITION
OXICLEAN STAIN REMOVER
PACE CHUNKY SALSA
PACIFIC LIFE INSURANCE & FIN SVC
PACIFICARE MEDICAL INSURANCE
PAID PROGRAM COMMERCIAL
PALL MALL VAR CIGARETTES
PAMPERS CUSTOM FIT CRSRS DSPSBL DPRS
PAMPERS EASY UPS DISPOSABLE PANTS
PANTENE PRO-V CMPLT THRP CONDITIONER
PANTENE PRO-V CMPLT/COND &PRO-V SHMP
PANTENE PRO-V CONDITIONER
PANTENE PRO-V DEEP FORTIFYING TRTMNT
PANTENE PRO-V DLY MSTR RNWL SHAMP&CN
PANTENE PRO-V SHAMPOO
PANTENE PRO-V SHAMPOO & CONDITIONER
PAPA JOHNS PIZZA REST
PARAMOUNT BEYOND BORDERS MOVIE
PARAMOUNT CORE MOVIE
PARAMOUNT DICKIE ROBERTS/CHILD STR
PARAMOUNT FIGHTING TEMPTATIONS MV
PARAMOUNT HOURS MOVIE
PARAMOUNT HOW/LOSE/GUY/10 DAYS MV
PARAMOUNT HUNTED MOVIE
PARAMOUNT ITALIAN JOB MOVIE
PARAMOUNT MARCI X MOVIE
PARAMOUNT PAYCHECK MOVIE
PARAMOUNT RUGRATS GO WILD MOVIE
PARAMOUNT SCHOOL OF ROCK MOVIE
PARAMOUNT TIMELINE MOVIE
PARAMOUNT TOMB RAIDER/CRADLE/LF MV
PARAMOUNT VAR VIDEOS
PARISIAN DEPT APPAREL FAMILY
PASTA PRO HOUSEHOLD DR
PASTA RONI HOMESTYLE DLX PASTA MIXES
PATANOL ALLERGY RX
PAXIL CR ANTI DEPRESSION RX
PAY-PER-VIEW CABLE TV
PAYLESS SHOESOURCE FAMILY
PAYLESS SHOESOURCE WOMEN
PBS TV STATION
PC RICHARD&SON ELECT STR
PCDI PROF CAREER DV INST
PEACHTREE STLMNT FNDNG CONSUMER SVC
PEARLE VISION CENTERS
PEDIASURE NUTRITIONAL SUPPLEMENT
PEDIGREE DRY DOG FOOD
PENLAC NAIL FUNGUS RX
PENNSYLVANIA ST LOTTERY
PENNZOIL MOTOR OIL
PEOPLEPC INTERNET SERVICES
PEP BOYS AUTO PARTS STR
PEPCID AC & PEPCID COMPLETE
PEPPERIDGE FARM BREAD
PEPPERIDGE FARM COOKIES
PEPPERIDGE FARM GOLDFISH CRACKERS
PEPSI & LAYS POTATO CHIPS
PEPSI SOFT DRINK
PEPSI TWIST REG & DIET SOFT DRINK
PEPSI VANILLA SOFT DRINK
PEPTO-BISMOL ANTACID LIQUID
PERKINS REST & BAKERY
PETCO ANIMAL SUPPLIES
PETMEDS EXPRESS MISC DR
PETSMART CENTER
PFIZER INC CP
PG&E PACIFIC GAS & ELECT
PHARMACIA CORP OVERACTIVE BLADDER
PHILADELPHIA CREAM CHEESE
PHILIP MORRIS COS INC PUBLIC SERVICE
PHILIP MORRIS USA PUBLIC SERVICE
PHILIPMORRISUSA.COM ONLINE
PHOENIX WEALTH MGT CONSUMER SERVICES
PHYSIQUE VOLUME BOOSTING GEL
PIER 1 IMPORTS STORE
PILLSBURY CRESCENT REFRIG ROLL DOUGH
128
988
794
687
1108
1221
302
1879
1104
1055
348
1756
542
1486
1167
1682
1394
134
1865
1275
1066
1103
461
223
1840
1092
1332
727
1925
130
969
648
484
395
1964
1361
1005
1360
1467
641
170
1085
665
883
796
650
512
609
370
1893
478
613
428
507
459
722
1406
1580
1452
1058
209
1311
1453
382
1182
381
942
1907
1138
790
697
1569
1988
1571
1014
579
347
1343
1761
1120
1028
112
1227
603
1541
1817
902
106
676
1459
1711
1917
1155
200
812
853
1799
1826
239
1899
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1301 WARNER BROS LOVE DONT COST/THING MV
14,083.10
0
NA
1351 JOHNSONVILLE SAUSAGE
13,558.70
10,244.20
32%
1302 TIFFANY & CO STORE
14,072.00
13,273.60
6%
1352 TOYOTA TRUCKS TACOMA & TUNDRA
13,554.20
7,334.00
85%
-27%
1303 MIRAMAX GANGS OF NY MOVIE
14,070.80
18,337.30
-23%
1353 SEARS DEPT BUILDING SUPPLIES
13,542.20
18,463.10
1304 BP AMOCO PLC CP
14,056.70
18,375.80
-24%
1354 NESTLE CRUNCH/CARAMEL CANDY BAR
13,530.80
0
NA
1305 LIFETIME CABLE TV PAID PROMO
14,055.30
14,409.80
-2%
1355 E TRADE FINANCIAL ONLINE
13,512.10
28,877.40
-53%
1306 BANK OF AMERICA ONLINE
14,048.50
6,978.80
101%
1356 KB HOME BUILDER
13,511.80
8,623.70
57%
1307 LASALLE BANK CONSUMER SERVICES
14,043.60
8,222.80
71%
1357 ROCKSTAR GAMES GRAND THEFT AT VC CTY
13,509.60
4,474.40
202%
1308 AVEENO POSITIVELY SMOOTH MSTRZNG LTN
14,033.40
0
NA
1358 BMW AUTOS 3-SERIES
13,508.00
7,412.20
82%
1309 MAALOX MAX ANTACID TABLETS
14,028.90
8,475.80
66%
1359 WAL-MART DISC BUSINESS/TECHNOLOGY
13,483.60
4,437.10
204%
1310 LORD & TAYLOR DEPT APPAREL WOMEN
14,028.70
19,510.50
-28%
1360 PANTENE PRO-V DLY MSTR RNWL SHAMP&CN
13,481.30
21,027.20
-36%
1311 PAY-PER-VIEW CABLE TV
14,024.30
13,063.10
7%
1361 PANTENE PRO-V CONDITIONER
13,441.10
3,048.10
341%
1312 HYUNDAI AUTOS TIBURON
13,990.90
19,945.20
-30%
1362 SONY ADAPTATION MOVIE
13,434.00
11,779.70
14%
1313 LEAN CUISINE FROZEN PIZZA
13,982.70
0
NA
1363 ROGAINE HAIR TREATMENT FOR WOMEN
13,430.20
9,383.40
43%
1314 AMERICAN EGG BOARD
13,957.50
7,101.70
97%
1364 PLAYTEX BRAS WOMEN
13,406.80
4,894.10
174%
1315 STRAWBRIDGES SALES ANNOUNCEMENT
13,956.90
15,519.00
-10%
1365 WRIGLEYS DOUBLEMINT GUM
13,405.20
4,971.60
170%
1316 US COMMEMORATIVE GALLERY COINS DR
13,951.80
6,600.50
111%
1366 TEXAS STATE TP
13,395.60
14,804.60
-10%
1317 PONTIAC DLR ASSN GRAND AM
13,948.30
7,868.70
77%
1367 OLAY TOTAL EFFECTS 7X ANTI-AGING CRM
13,379.00
0
NA
1318 CRYSTAL CRUISES
13,946.70
8,586.10
62%
1368 CADILLAC TRUCKS ESCALADE ESV
13,368.50
0
NA
1319 UNITED HEALTH FOUNDATION
13,930.00
1,571.40
786%
1369 MATRIX DIRECT INS SVC
13,344.80
26,896.60
-50%
1320 STARWOOD HOTELS&RESORTS WORLDWIDE
13,927.60
15,480.70
-10%
1370 DAVIDS BRIDAL STORE FAMILY
13,339.40
24,558.40
-46%
1321 KMART DISC APPAREL MEN & WOMEN
13,905.40
9,760.30
42%
1371 CABLE TV PROMO
13,337.60
12,203.10
9%
1322 JAGUAR AUTOS VAR
13,896.10
5,355.10
159%
1372 LIQUID PLUMR PROF STR DRAIN CLEANER
13,308.60
20,103.20
-34%
1323 TIFFANY JEWELRY
13,894.90
11,228.90
24%
1373 AMERICAN EXPRESS TRAVELERS CHEQUES
13,305.80
8,996.90
48%
1324 AMERICAN DAIRY ASSN MILK
13,894.10
20,143.90
-31%
1374 GOOD GUYS TV&STEREO STR
13,301.00
22,854.30
-42%
1325 RHINOCORT AQUA NASAL RX
13,891.30
2,475.10
461%
1375 MICROSOFT VAR SOFTWARE
13,285.60
8,024.90
66%
1326 EXPO DESIGN CENTER
13,881.00
13,802.10
1%
1376 SMIRNOFF ICE MALT LIQUOR
13,271.00
49,284.20
-73%
1377 FLORIDA STATE LOTTERY
13,268.70
14,009.80
-5%
1378 MGM/UA UPTOWN GIRLS MOVIE
13,266.50
0
NA
1379 MY BIG FAT GREEK WEDDING VIDEO
13,259.50
0
NA
1380 DELTA AIRLINES CARGO DOM
13,259.30
5,329.40
149%
13,256.60
19,817.00
-33%
11%
1327 MATTRESS GIANT STORE
13,872.30
17,746.40
-22%
1328 JOES CRAB SHACK REST
13,866.90
12,904.90
7%
1329 SAKS FIFTH AVENUE DEPT APPAREL WOMEN
13,859.50
8,285.40
67%
1330 HELLMANNS DIPPIN SAUCE
13,851.80
0
NA
1331 MONGOOSE ATLANTIC ADV
13,846.80
11,533.60
20%
1381 MILLSTONE COFFEE
1382 GLUCERNA NUTRITIONAL BAR&RTS DRNK
13,242.80
11,894.30
1383 MATRIX RELOADED VIDEO
13,239.50
0
NA
1384 AMSOUTH BANK CONSUMER SERVICES
13,238.70
10,598.20
25%
1332 PACE CHUNKY SALSA
13,842.40
7,269.80
90%
1333 AMERICAN EXPRESS DELTA SKYMILES CARD
13,842.40
12,776.30
8%
1334 INFUSIUM 23 HAIR TREATMENT
13,821.30
3,061.30
351%
1335 WARNER BROS VAR VIDEOS
13,793.10
12,043.10
15%
1385 TJ MAXX CLOTHING STORE MEN & WOMEN
13,236.90
14,203.40
-7%
1336 FIRESTONE TIRE & SVC CTR
13,791.90
11,127.00
24%
1386 FRIENDLYS RESTAURANT
13,232.60
15,044.60
-12%
1337 TD WATERHOUSE ONLINE
13,708.60
15,837.40
-13%
1387 CHRISTIAN CHILDRENS FUND
13,228.50
20,491.20
-35%
1338 NIGHT & DAY DISPOSABLE CONTACT LENS
13,692.30
11,376.10
20%
1388 PONTIAC DLR ASSN VAR AUTO&TRK
13,224.90
22,316.10
-41%
1339 COVER GIRL AQUASMOOTH CREAM FNDTN
13,688.50
19,868.80
-31%
1389 TOYOTA TRUCKS VAR
13,213.10
10,310.20
28%
1340 GENERAL FOODS INTL INSTANT COFFEE
13,681.40
7,887.80
73%
1390 BF GOODRICH AUTO TIRES
13,210.60
3,113.70
324%
1341 BUENA VISTA COLD CREEK MANOR MOVIE
13,678.10
0
NA
1391 MGM/UA DARK BLUE MOVIE
13,187.80
0
NA
1342 VANILLA COKE SOFT DRINK
13,655.70
22,678.80
-40%
1392 CLOROX ULTRA LIQUID BLEACH
13,181.20
28,224.30
-53%
1343 PEPPERIDGE FARM BREAD
13,651.00
13,006.00
5%
1393 LAYS STAX POTATO CRISPS
13,156.10
0
NA
1344 ING DIRECT BANK CONSUMER SERVICES
13,634.00
15,619.40
-13%
1394 ORKIN EXTERMINATORS
13,153.00
11,713.10
12%
1345 LA-Z-BOY FURNITURE
13,632.10
11,409.80
19%
1395 ACUVUE 2 COLOURS DISPOSABLE CNTCT LN
13,144.70
27,858.70
-53%
1346 LYSOL SPRAY DISINFECTANT
13,611.40
9,980.80
36%
1396 USPS PDTS & SERVICES
13,138.20
39,903.70
-67%
1347 FUNJET VACATIONS TRAVEL
13,599.60
13,797.40
-1%
1397 IAMS DRY CAT FOOD
13,115.80
799.80
1540%
1348 BEYOND PARADISE FRAGRANCE WOMEN
13,589.00
0
NA
1398 CITIBANK VAR CREDIT CARDS
13,114.90
0
NA
1349 FRITO-LAY GO SNACKS
13,582.90
14,441.30
-6%
1399 COURTYARD BY MARRIOTT
13,092.40
11,322.50
16%
1350 MAYTAG WASHER
13,576.00
8,646.90
57%
1400 THRIVENT FIN/LUTHERANS CONSUMER SVC
13,077.90
5,754.90
127%
S84
JUNE 21, 2004
www.brandweek.com
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1451 AAMCO TRANSMISSIONS SVC
12,613.60
15,258.80
-17%
1452 PASTA RONI HOMESTYLE DLX PASTA MIXES
12,605.20
0
NA
1453 PAYLESS SHOESOURCE FAMILY
12,604.10
7,632.40
65%
1454 AMERICAN EXPRESS GIFT CHEQUES
12,598.50
3,407.20
270%
1455 FIRST 5 CA ORG
12,597.30
0
NA
15%
1456 SANTA CLAUSE 2 VIDEO
12,586.70
0
NA
2003
TOTAL
2002
TOTAL
%
CHG.
1401 GIANT FOOD STORE
13,071.30
10,606.40
23%
1402 MICROSOFT WINDOWS XP PROF SOFTWARE
13,066.90
5,073.10
158%
1403 EPT PREGNANCY TEST
13,060.20
11,425.30
14%
1404 TYLENOL SINUS SVR CNGSTN CAPLETS
13,060.10
0
NA
1405 ARCHER DANIELS MIDLAND CP
13,052.10
16,140.70
-19%
1406 PARISIAN DEPT APPAREL FAMILY
13,047.30
11,392.90
RANK/
BRAND
BRAND INDEX
1407 TEXAS STATE LOTTERY
13,032.30
8,669.90
50%
1457 MICHELOB AMBERBOCK BEER
12,580.80
7,166.10
76%
1408 SCOTT PAPER TOWELS
13,032.10
17,106.50
-24%
1458 HELZBERG JEWELERS
12,564.10
9,977.30
26%
1409 1-800-DENTIST
13,029.30
13,778.50
-5%
1410 JUNO INTERNET SERVICES
13,016.30
6,361.10
105%
1459 PFIZER INC CP
12,552.30
7,116.30
76%
1460 UBS PAINEWEBBER INC CP
12,533.00
2,845.50
340%
1411 US ARMY RESERVES
13,007.00
9,009.40
44%
1461 SONY PLAYSTATION 2 JAK II VIDEO GAME
12,529.70
0
NA
1412 QWEST COMMUNICATIONS CP
12,993.10
6,638.70
96%
1462 QUIRK AUTOS
12,525.50
12,742.70
-2%
1413 PUFFS PLUS FACIAL TISSUE
12,993.10
9,728.40
34%
1463 EDUCATION DIRECT CORR SCH DR
12,525.30
14,325.80
-13%
1414 CITI FINANCIAL CONSUMER SERVICES
12,970.30
1464 SBC YAHOO DSL INTERNET SERVICES
12,516.60
6,229.50
101%
1415 CARFAX.COM ONLINE
12,967.10
6,746.40
92%
1465 ALMAY NEARLY NAKED LIQUID MAKEUP
12,514.60
0
NA
1416 GOODYEAR AUTO TIRES
12,959.30
34,574.70
-63%
1466 MEIJER DISC MULTI-PDTS
12,512.90
15,206.30
-18%
1417 CITY FURNITURE STORE
12,952.50
12,215.10
6%
1467 PANTENE PRO-V SHAMPOO
12,511.90
5,921.00
111%
1418 CHEVROLET DLR ASSN CAVALIER
12,941.00
5,940.70
118%
1468 WAL-MART DISC SPORT/TOY/HOBBY
12,501.60
10,782.30
16%
1419 GREAT INDOORS STORE
12,932.40
18,760.70
-31%
1469 SPORTS ILLUSTRATED MAG SUBS DR
12,501.20
18,812.20
-34%
1420 SONY VAR MOVIES
12,913.40
9,762.40
32%
1470 KRAFT EASY MAC MACARONI&CHEESE DNR
12,466.90
13,480.50
-8%
1421 LORD/RINGS/TWO TOWERS VIDEO
12,909.70
0
NA
1471 CHEAP TICKETS TRAVEL
12,460.40
15,948.50
-22%
1422 LIFE ALERT MISC DR
12,903.30
8,242.20
57%
1423 APPLE POWERBOOK G4 PORTABLE COMPUTER
12,893.00
376.90
3321%
1424 REVLON MOISTUROUS LIP COLOR
12,886.90
0
NA
70.80 18220%
1472 BAERS FURNITURE STORE
12,456.20
10,957.70
14%
1473 ENZYTE DRUGS/TOILETRIES DR
12,455.10
10,165.80
23%
1474 REMINGTON TITANIUM ELECTRIC SHAVER M
12,441.90
0
NA
-71%
1425 SBC COMMUNICATIONS BUSINESS
12,871.60
2,471.20
421%
1475 MITSUBISHI TRUCKS OUTLANDER
12,436.30
43,466.20
1426 ROSS DISC CLOTHING STORE WOMEN
12,857.50
10,644.30
21%
1476 MERCURY TRUCKS MOUNTAINEER
12,415.90
25,428.90
-51%
1427 DOUBLEDAY BOOK CLUB DR
12,856.40
11,846.40
9%
1477 NIKE SNEAKERS WOMEN
12,411.90
1,133.40
995%
1428 POST MAPLE PECAN CRUNCH CRL
12,852.00
0
NA
1478 CALIFORNIA MILK ADVR BRD CHEESE
12,405.60
13,423.30
-8%
1479 SOUTHWESTERN BELL LD RESIDENTIAL
12,398.50
12,383.40
0%
1480 HOVEROUND DRUGS/TOILETRIES DR
12,397.30
7,345.90
69%
1429 WARNER BROS GRIND MOVIE
12,837.10
0
NA
1430 ADIDAS SNEAKERS MEN
12,808.80
28,991.40
-56%
1431 MILKY WAY CANDY BAR
12,802.90
12,362.70
4%
1481 ALMAY BRIGHT EYES MASCARA
12,384.80
0
NA
1432 BUENA VISTA HOME VIDEOS VAR VIDEOS
12,796.00
8,812.80
45%
1482 FEMRING ESTROGEN RX
12,381.70
0
NA
1433 RALLYS HAMBURGERS
12,790.20
16,146.10
-21%
1483 FRISKIES CAT FOOD & TREATS
12,381.10
0
NA
1434 ALLSTATE HOMEOWNERS INSURANCE
12,778.30
1484 MILLER HIGH LIFE BEER
12,375.60
13,474.80
-8%
1435 MAZDA TRUCKS TRIBUTE
12,772.60
-13%
1485 VERIZON LONG DISTANCE BUSINESS & RES
12,362.30
4,479.50
176%
53.80 23651%
14,696.20
1436 US MARINES
12,761.60
15,850.10
-19%
1486 ORCHARD SUPPLY HARDWARE
12,360.70
10,448.90
18%
1437 ARDLEIGH-ELLIOTT COLLECTIBLES DR
12,740.20
14,256.20
-11%
1487 MICHELIN AUTO TIRES
12,329.90
26,085.60
-53%
1438 CALIFORNIA ALMOND BOARD ALMONDS
12,730.50
14,529.80
-12%
1488 NEW LINE DUMB&DMBR/WHN HRY MT LYD
12,326.60
0
NA
1439 SWIFFER DUST CLOTH KIT
12,723.50
8,088.40
57%
1489 VITAL BASICS DRUGS/TOILETRIES DR
12,324.10
578.00
2032%
1440 ST IVES SWISS FRML APRICOT SCRUB
12,721.00
10,895.10
17%
1490 BUICK TRUCKS RENDEZVOUS
12,323.80
58,650.40
-79%
1441 SUNNY DELIGHT RTS SINGLES FRUIT DRNK
12,710.10
5,290.80
140%
1491 WRIGLEYS WINTERFRESH GUM
12,321.90
19,763.70
-38%
1442 WHIRLPOOL WASHER & DRYER
12,704.50
18,443.90
-31%
1492 STAYFREE MAXI PADS
12,307.00
12,122.10
2%
1443 MINUTE MAID PREMIUM RTS ORANGE JUICE
12,691.70
333.70
3703%
1493 LIPTON ASIAN SIDES NOODLE MIX
12,306.80
10,986.70
12%
1444 TIDY CATS SCOOP LITTER
12,686.00
5,467.60
132%
1494 ALAMO RENT-A-CAR
12,299.70
18,385.70
-33%
1445 SATURN DLR ASSN VAR AUTO&TRK
12,673.70
2,243.00
465%
1495 HARRY POTTER&CHMBR/SCRTS VIDEO
12,280.50
0
NA
1446 UNCLE BENS RICE BOWLS FROZEN ENTREES
12,663.30
1496 ABSOLUT FLAVORED VODKA
12,278.90
8,768.40
40%
1447 CLAIROL HERBAL ESSENCES BODY WASH
12,662.10
1,416.90
794%
1497 DAWN DISHWASHING LIQ
12,259.50
13,626.90
-10%
1448 HOMEDICS DRUGS & TOIL & FOUNTAINS
12,661.70
0
NA
1498 NABISCO UH-OH OREO COOKIES
12,257.80
0
NA
1449 BRAUN SYNCRO SELF CLEANING SHVR M
12,630.80
14,680.00
-14%
1499 BAND-AID LIQUID BANDAGES
12,251.20
6,769.20
81%
1450 SUDAFED SINUS&ALLERGY TABLETS
12,620.80
0
NA
1500 NORTHWESTERN MUTUAL FIN CONSUMER SVC
12,249.70
11,031.70
11%
108.00 11625%
PILLSBURY FROZEN TOASTER STRUDEL
PILLSBURY GRANDS REFRIG BISCUITS
PILLSBURY HOME BKD CLSCS FRZN ROLLS
PILLSBURY READY TO BAKE COOKIES
PINE-SOL LIQUID CLEANER
PIRATES OF THE CARIBBEAN VIDEO
PIZZA HUT RESTAURANT
PLANTERS NUTS
PLAVIX BLOOD THINNER RX
PLAYTEX BRAS WOMEN
PLAYTEX GENTLE GLIDE TAMPONS
PLEASANT HOLIDAY TOURS
PLEDGE GRAB IT MOP
PNC BANK CONSUMER SERVICES
POL-GOVERNOR
POL-MAYOR
POLAROID ONE CAMERA
POLO BLUE FRAGRANCE MEN
PONTIAC AUTO&TRK DIV CP
PONTIAC AUTO&TRK VAR
PONTIAC AUTOS GRAND AM
PONTIAC AUTOS GRAND PRIX
PONTIAC AUTOS VAR
PONTIAC DLR ASSN GRAND AM
PONTIAC DLR ASSN GRAND PRIX
PONTIAC DLR ASSN VAR AUTO&TRK
POPABLES CANDY
POPEYES FRIED CHCKN REST
PORSCHE TRUCKS CAYENNE
POST GRAPE NUTS&SHREDDED WHT
POST HONEY BNCHS/OTS&STRWBRS
POST HONEY BUNCHES/OATS CRL
POST MAPLE PECAN CRUNCH CRL
POWERADE RTS SPORTS BEVERAGE
PRAVACHOL CHOLESTEROL RX
PREGO SPAGHETTI SAUCE
PREVACID HEARTBURN RX
PRICELINE.COM TRAVEL ONLINE
PRILOSEC OTC HEARTBURN CONTROL
PRIME TV SATELLITE SVC
PRINCESS CRUISES
PRINCIPAL FIN GROUP CONSUMER SVC
PRINGLES POTATO CRISPS
PROCRIT ANEMIA RX
PROCTER & GAMBLE HH CLEANING PDTS
PROGRESSIVE AUTO INSURANCE
PROGRESSIVE.COM AUTO INS ONLINE
PROGRESSO RICH & HEARTY SOUP
PROGRESSO SOUP
PROPEL FITNESS FLAVORED BOTTLED WTR
PRUDENTIAL CA REALTY
PRUDENTIAL FINANCIAL CONSUMER SVC
PUBLIC STORAGE RNTL SPC
PUBLISHERS CLEARING HS
PUBLIX SUPERMARKETS
PUERTO RICAN RUMS
PUFFS PLUS FACIAL TISSUE
PULL-UPS DISPOSABLE PANTS
PUR WATER FILTER SYSTEM
PURINA BENEFUL DRY DOG FOOD
PURINA DOG CHOW DRY DOG FOOD
PURINA ONE DRY DOG FOOD
PURINA PUPPY CHOW DRY PUPPY FOOD
PURITANS PRIDE INC DRUGS/TOIL DR
QUAKER FRUIT&OTML TSTBLS TSTR PSTRS
QUAKER INSTANT OATMEAL
QUAKER LIFE CEREAL
QUAKER OATMEAL BREAKFAST SQUARES
QUAKER QUAKES CORN RINGS
QUALITY CARE PARTS & SERVICE
QUEST LIGHT CIGARETTES
QUILTED NORTHERN BATHROOM TISSUE
QUIRK AUTOS
QUIZNOS CLASSIC SUBS
QWEST COMM LONG DISTANCE RESIDENTIAL
QWEST COMMUNICATIONS BUSINESS
QWEST COMMUNICATIONS CP
RADIO SHACK ELECT STR
RADISSON SEVEN SEAS CRUISES
RAGU RICH & MEATY PASTA SAUCE
RALLYS HAMBURGERS
RALPHS FOOD STORE
RANDALLS FOOD MARKETS
RAYMOUR&FLANIGAN FRN STR
RAZOR & TIE VAR RECORDINGS DR
RE/MAX REAL ESTATE
RECREATIONAL FCTRY WRHS
RED BULL ENERGY BEVERAGE
RED LOBSTER RESTAURANT
RED ROOF INNS
REEBOK SNEAKERS MEN
REESES PEANUT BUTTER CUPS
REGAL ENTER GROUP
REMICADE RHEUMATOID ARTHRITIS RX
REMINGTON TITANIUM ELECTRIC SHAVER M
RENT-A-CENTER
RETIN-A MICRO ACNE RX
REVLON COLORSTAY OVRTM LIP COLOR
REVLON COLORSTAY STY NTR LIQ FNDTN
REVLON HIGH DIMENSION HAIR COLOR
1930
1870
1922
1149
569
967
30
1514
145
1364
852
1229
1294
758
738
1035
1622
1788
784
1173
2000
120
1599
1317
1095
1388
827
865
504
1097
1924
1585
1428
1884
591
864
67
602
473
1961
952
646
494
151
1764
86
335
1844
748
447
980
1199
1807
1641
331
1202
1413
847
391
1219
1573
1287
1624
1216
1780
786
965
1670
1664
581
843
987
1462
379
1852
1709
1412
26
1956
870
1433
770
1891
604
1773
244
1913
396
111
1592
1142
822
904
780
1474
759
1059
1004
1533
776
www.brandweek.com
JUNE 21, 2004
S85
BRAND INDEX
REVLON LIPGLIDE CLR GLS LIP COLOR
REVLON MOISTUROUS LIP COLOR
REYNOLDS WRAP RELEASE NON STICK FOIL
RHINOCORT AQUA NASAL RX
RHODES FURNITURE STORE
RICHS-MACYS DEPT MISC
RIDERS JEANS WOMEN
RIGHT GUARD POWER STRIPE SOLID DEOD
RITE AID PHARMACY
ROAD RUNNER INTERNET SERVICES
ROBINSONS MAY DEPT DRUGS/TOILETRIES
ROBINSONS MAY DEPT SALES ANNC
ROCHER CANDY
ROCKSTAR GAMES GRAND THEFT AT VC CTY
ROGAINE HAIR TREATMENT FOR WOMEN
ROLAIDS EXTRA STRENGTH ANTACID
ROLEX WATCHES
ROMANOS MACARONI GRILL
ROOMS TO GO FURN STR
ROOMSTORE FURN&ACCS STR
ROSS DISC CLOTHING STORE MEN & WOMEN
ROSS DISC CLOTHING STORE WOMEN
ROUNDUP WEED KILLER
ROYAL CARIBBEAN CRUISES
RUFFLES POTATO CHIPS
SAAB AUTOS 9-3
SAAB AUTOS 9-3 LEASING
SAAB DLR ASSN VAR AUTOS
SAFE AUTO INS AGENCY
SAFEWAY FOOD STORE
SAKS FIFTH AVENUE DEPT APPAREL WOMEN
SALEM MENTHOL CIGARETTES
SAM ADAMS LIGHT BEER
SAMSUNG DIGITAL PHONES
SAMSUNG TV
SAMUEL ADAMS BOSTON LAGER
SANDALS RESORTS CARIBBEAN
SANTA CLAUSE 2 VIDEO
SAP VAR SOFTWARE
SARA LEE BREAD
SAS INSTITUTE VAR SOFTWARE
SATURN AUTO&TRK VAR
SATURN AUTOS ION
SATURN AUTOS LS
SATURN DLR ASSN VAR AUTO&TRK
SATURN DLR ASSN VAR AUTOS
SATURN TRUCKS VUE
SAV-ON DRUG STORE
SBC COMM LONG DIST BUSINESS
SBC COMM LONG DIST RESIDENTIAL
SBC COMMUNICATIONS BUSINESS
SBC COMMUNICATIONS INC CP
SBC COMMUNICATIONS INTERNET SERVICES
SBC COMMUNICATIONS RESIDENTIAL
SBC COMMUNICATIONS YELLOW PAGES
SBC PACIFIC BELL TLPHN RESIDENTIAL
SBC YAHOO DSL INTERNET SERVICES
SC JOHNSON CP
SCHICK INTUITION SHAVER WOMEN
SCHICK QUATTRO RAZOR MEN
SCOOTER STORE DRUGS/TOILETRIES DR
SCOTT BATHROOM TISSUE
SCOTT PAPER TOWELS
SCOTTS TURF BUILDER FERTILIZER
SEA WORLD PARKS
SEAMANS FURNITURE STORE
SEARS DEPT APPAREL FAMILY
SEARS DEPT APPAREL MEN & WOMEN
SEARS DEPT APPAREL WOMEN
SEARS DEPT APPLIANCES
SEARS DEPT AUTOMOTIVE
SEARS DEPT BUILDING SUPPLIES
SEARS DEPT ELECTRONICS
SEARS DEPT JEWELRY/OPTICAL
SEARS DEPT MISC
SEARS DEPT MULTI-PDTS
SEARS DEPT SALES ANNOUNCEMENT
SEARS HOMECENTRAL SVC
SECRET SKIN RENEWAL STICK DEOD
SELECT COMFORT DRCT CORP HH DR
SELECT QUOTE INS SVC
SERENITY DRIACTIVE BLDR CNTRL LNRS
SERTA MATTRESSES
SHARPER IMAGE APPLIANCES DR
SHARPER IMAGE HOUSEHOLD DR
SHARPER IMAGE MULTI-PDTS DR
SHEER BLONDE SHAMPOO
SHELL GASOLINE
SHELL OIL CO CP
SHERATON HOTELS
SHERWIN-WILLIAMS PNT STR
SHOP RITE SUPERMARKETS
SHOWTIME CABLE TV
SIEMENS CORP CP
SIERRA MIST SOFT DRINK
SIGNS VIDEO
SILVER CARE INSURANCE DR
SIMPLY ORANGE RTS ORANGE JUICE
SINGULAIR RX
SIRIUS SATELLITE RADIO SYSTEM
1986
1424
1798
1325
892
721
1293
1604
937
1513
1656
180
1234
1357
1363
1758
441
1047
92
588
1650
1426
1204
172
1551
831
576
363
761
199
1329
880
1517
953
1660
725
1501
1456
1835
1100
1914
176
104
995
1445
146
1029
1110
1733
203
1425
156
220
78
1587
1098
1464
1621
426
1106
219
1177
1408
859
1067
932
845
1643
1164
91
655
1353
1597
1226
54
838
64
1590
992
288
1135
1210
674
1753
1207
1687
1613
518
658
1017
618
1154
974
1081
289
1695
1297
1270
65
653
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1501 SANDALS RESORTS CARIBBEAN
12,231.30
21,983.80
-44%
1551 RUFFLES POTATO CHIPS
11,822.70
0
NA
1502 SUNSETTER HOME & BUILDING PDTS DR
12,225.10
12,407.90
-1%
1552 INFINITI AUTO&TRK FX & G35
11,820.10
0
NA
1503 MAXWELL HOUSE COFFEE
12,221.00
7,888.80
55%
1553 BUENA VISTA CALENDAR GIRLS MOVIE
11,805.80
0
NA
1504 DAWN COMPLETE DISHWASHING LIQUID
12,219.30
0
NA
1554 CIGNA BUSINESS INSURANCE
11,792.80
4,823.60
144%
1505 CASTROL SYNTEC MOTOR OIL
12,209.00
8,561.00
43%
1555 HARLEY-DAVIDSON MOTORCYCLE
11,785.30
6,392.70
84%
1506 COLUMBIA HOUSE DVD CLUB VAR VDS DR
12,201.60
16,806.20
-27%
1556 SPRAY N WASH LIQUID STAIN REMOVER
11,783.20
0
NA
1507 WHITE CASTLE RESTAURANT
12,179.60
13,625.50
-11%
1557 GENERAL MOTORS CORP VAR TRUCKS
11,766.90
2,977.00
295%
1508 CANADA TP
12,178.50
5,752.00
112%
1558 E ENTERTAINMENT CABLE TV
11,765.50
11,375.40
3%
1509 WISH-BONE RANCH UP SALAD DRESSING
12,172.90
0
NA
1559 FOX SEARCHLIGHT ANTWONE FISHER MOVIE
11,751.30
9,566.50
23%
1510 ART INSTITUTE INTL
12,172.80
11,721.80
4%
1560 SWANSON BROTH
11,740.30
13,225.20
-11%
1511 ZEST DEOD SOAP
12,171.90
6,801.40
79%
1561 UPN TV NETWORK
11,724.40
8,919.60
31%
1512 MILLER GENUINE DRAFT & LITE BEER
12,168.60
682.60
1683%
1562 CRYSTAL LIGHT FRUIT DRINK MIX & RTS
11,717.80
314.70
3623%
1513 ROAD RUNNER INTERNET SERVICES
12,159.10
12,458.00
-2%
1563 ADOBE ACROBAT SOFTWARE
11,706.60
21,878.40
-46%
1514 PLANTERS NUTS
12,157.10
2,492.90
388%
1564 TOYOTA TRUCKS SEQUOIA
11,704.90
15,594.50
-25%
1515 NASACORT AQ NASAL RX
12,155.80
11,278.20
8%
1565 VONS SUPERMARKET
11,703.60
12,736.00
-8%
1516 CURVES FOR W FITNESS CTR
12,153.80
1,476.40
723%
1566 KRAFT FRESHPREP REFRIG MEAL KIT
11,699.50
0
NA
1517 SAM ADAMS LIGHT BEER
12,146.40
18,197.90
-33%
1567 MIRAMAX MY BOSS’ DAUGHTER MOVIE
11,698.30
0
NA
1518 AIR JAMAICA AIRLINES INTL
12,129.10
40,080.70
-70%
1568 CASCADE COMPLETE LIQ DISHWASHER DET
11,692.50
7,554.20
55%
16%
1519 DANNON LIGHT N FIT RTS SMOOTHIES
12,128.80
0
NA
1569 PENLAC NAIL FUNGUS RX
11,683.50
10,040.90
1520 NEW LINE REAL CANCUN MOVIE
12,127.70
0
NA
1570 BEST WESTERN HOTELS
11,680.00
12,270.30
-5%
1521 BLUE CROSS&BLUE SHIELD MEDICAL INS
12,121.10
14,650.30
-17%
1571 PENNZOIL MOTOR OIL
11,664.50
10,470.10
11%
1522 DAYQUIL LIQUICAPS
12,090.20
8,298.30
46%
1572 VASELINE INTNSV CR/CMPLX LOTION
11,662.40
0
NA
1523 AMERICAN BLND&WLPR FCTRY HH DR
12,085.10
6,808.60
77%
1573 PURINA DOG CHOW DRY DOG FOOD
11,662.40
9,030.00
29%
1524 ANTWERPEN MOTORCARS
12,079.00
4,284.50
182%
1574 NESTLE TOLL HOUSE ULTMT READY/BK CKS
11,658.20
0
NA
1525 ADVIL PAIN RELIEVER TABLETS
12,070.40
20,101.50
-40%
1575 CHEVROLET AUTOS CAVALIER
11,655.40
21,674.10
-46%
1526 SUBARU AUTOS IMPREZA
12,063.90
17,074.80
-29%
1576 WEICHERT RE DEV
11,650.80
8,378.60
39%
1527 BUENA VISTA JUNGLE BOOK II MOVIE
12,051.70
0
NA
1577 DEUTSCHE BANK AG CP
11,647.30
2,644.60
340%
1528 AAA WORLD WIDE TRAVEL
12,038.70
10,788.60
12%
1578 FRED MEYER DISC MULTI-PDTS
11,641.40
9,762.10
19%
1529 FRESH STEP LITTER
12,025.70
13,274.10
-9%
1579 NEUTROGENA HYDRATING FCL CLTH MSK
11,638.00
0
NA
1530 BETTY CROCKER HMBRGR HLP DINNER
12,019.80
11,276.40
7%
1580 PASTA PRO HOUSEHOLD DR
11,633.40
5,185.80
124%
1531 TOYOTA AUTOS COROLLA & MATRIX
12,018.40
16,145.30
-26%
1581 SMITH BARNEY INC CONSUMER SERVICES
11,633.00
0
NA
1532 CASCADE 2 IN 1 ACTN PAC DSHWSHR DET
12,013.00
0
NA
1582 GREATER BOSTON RE BOARD
11,609.80
5,502.20
111%
1533 REVLON COLORSTAY STY NTR LIQ FNDTN
12,000.10
0
NA
1583 BUENA VISTA PIGLETS BIG MOVIE
11,609.70
0
NA
1534 L’ORÉAL ENDLESS LIP COLOUR
11,975.90
22,113.50
-46%
1584 ADIDAS ADRENALINE FRAGRANCE MEN
11,598.20
0
NA
1535 METAGLIP DIABETES RX
11,971.10
0
NA
1585 POST HONEY BUNCHES/OATS CRL
11,584.70
9,220.90
26%
1536 CDW COMPUTER CENTER
11,962.80
10,872.80
10%
1586 ART INSTRUCTION CORR SCH DR
11,579.40
7,537.50
54%
1537 NEW LINE HOW TO DEAL MOVIE
11,956.10
0
NA
1587 SBC COMMUNICATIONS YELLOW PAGES
11,575.40
212.4
5350%
1538 TUESDAY MORNING STORES
11,941.20
8,190.60
46%
1588 COMEDY CENTRAL CABLE TV
11,551.60
6,238.20
85%
1539 KELLOGGS SPECIAL K RED BERRIES
11,937.90
25,300.50
-53%
1589 CALIFORNIA DEPT/HLTH SVC
11,547.50
12,921.20
-11%
1540 NATIONWIDE VAR INSURANCE
11,935.50
5,820.50
105%
1590 SEARS HOMECENTRAL SVC
11,541.90
14,557.60
-21%
126%
1541 PEPTO-BISMOL ANTACID LIQUID
11,930.60
17,186.60
-31%
1591 DEMETRIOS BRIDAL GOWNS WOMEN
11,522.00
5,088.20
1542 ACCU-CHEK COMPACT GLUCOSE MONITOR
11,924.60
15,946.40
-25%
1592 RED ROOF INNS
11,517.00
11,113.40
4%
1543 MAYBELLINE WET SHN DMNDS LIQ LIP CLR
11,920.80
0
NA
1593 BMW AUTOS 3-SERIES LEASING
11,515.90
586.20
1865%
1544 KLEENEX ULTRA FACIAL TISSUE
11,917.50
21,313.20
-44%
1594 KINSELLA MISC FIN
11,513.80
5,107.60
125%
1545 JACKSON HEWITT TAX&FIN CON SVC
11,916.60
10,791.60
10%
1595 STETSON UNTAMED FRAGRANCE MEN
11,509.20
0
NA
1546 EPIPEN ANAPHYLAXIS RX
11,906.80
0
NA
1596 EQUAL SWEETENER
11,506.10
6,450.10
78%
1547 SONY DARKNESS FALLS MOVIE
11,899.60
361.20
3194%
1597 SEARS DEPT ELECTRONICS
11,501.90
14,346.30
-20%
1548 MERCEDES BENZ AUTOS CLK
11,897.30
5,796.10
105%
1598 DELTA FAUCETS
11,489.70
10,258.40
12%
1549 ARM&HAMMER ADVANCE WHITE TOOTHPASTE
11,858.60
11,919.90
-1%
1599 PONTIAC AUTOS VAR
11,487.20
5,053.40
127%
1550 GOLF CHANNEL CABLE TV
11,858.40
13,605.10
-13%
1600 B&H PHOTO CORP MULTI-PDTS DR
11,477.90
13,562.80
-15%
S86
JUNE 21, 2004
www.brandweek.com
2003
TOTAL
2002
TOTAL
%
CHG.
1651 CHURCHS FRIED CHCKN REST
11,015.60
12,212.30
-10%
1652 SNICKERS ALMOND CANDY
11,015.40
0
NA
1653 GOLDEN CORRAL RESTAURANT
11,013.10
8,678.60
27%
1654 NIVEA FOR MEN AFTER SHAVE BALM MEN
11,012.60
12,486.20
-12%
-7%
1655 VOLKSWAGEN AUTOS GTI
11,011.70
1,709.30
544%
47%
1656 ROBINSONS MAY DEPT DRUGS/TOILETRIES
11,002.90
11,435.00
-4%
1657 3M FILTRETE AIR FILTER
10,997.70
11,551.20
-5%
82%
1658 ST IVES SWISS FRML 24 HR LOTION
10,996.30
0
NA
15,155.20
-25%
1659 GLADWARE FOOD STORAGE CONTAINERS
10,959.20
13,153.80
-17%
5,296.70
114%
1660 SAMSUNG TV
10,939.40
12,612.50
-13%
11,713.80
-3%
1661 KELLOGGS NUTRI-GRAIN CEREAL BARS
10,939.20
5,191.00
111%
1662 BUICK AUTOS VAR
10,929.00
29,005.40
-62%
1663 DOVE ESSENTIAL NTRNTS CLEANSING PLW
10,920.60
0
NA
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1601 GARDEN RIDGE PTRY&HM DCR
11,471.60
18,236.30
-37%
1602 JELD-WEN DOORS & WINDOWS
11,462.50
0
NA
1603 JOSE CUERVO ESPECIAL TEQUILA
11,443.50
12,794.40
-11%
1604 RIGHT GUARD POWER STRIPE SOLID DEOD
11,439.30
0
NA
1605 CENTRUM PERFORMANCE VITAMINS
11,433.00
12,330.50
1606 NTB NATL TIRE & BATTERY
11,402.80
7,731.50
1607 CHRYSLER DA/VAR AUTO&TRK & JEEP DA
11,392.90
1,477.00
671%
1608 DSW SHOE WAREHOUSE MEN & WOMEN
11,365.70
6,240.80
1609 FEDEX INTL
11,363.30
1610 LAND ROVER VEHICLES DISCOVERY LSG
11,355.90
1611 LIFETIME CABLE TV
11,354.00
RANK/
BRAND
BRAND INDEX
1612 MGM/UA A GUY THING MOVIE
11,353.20
714.40
1489%
1613 SHEER BLONDE SHAMPOO
11,339.90
1,848.60
513%
1614 MARSHALL FIELDS DEPT MISC
11,314.00
11,853.40
-5%
1664 QUAKER QUAKES CORN RINGS
10,914.30
0
NA
1615 JENNIFER CONVERTIBLES ST
11,310.50
9,339.00
21%
1665 FORD AUTOS THUNDERBIRD
10,913.40
26,947.90
-60%
1616 ALLSTATE AUTO & HOMEOWNERS INS
11,288.20
1.00
1.1M%
1666 MAYBELLINE WONDER FINISH LIQ/PWD FND
10,884.70
0
NA
1617 MATCH.COM DATING SERVICE ONLINE
11,269.50
10,992.60
3%
1667 DREAMWORKS BIKER BOYZ MOVIE
10,879.60
3.30
329K%
1618 YASMIN CONTRACEPTIVE RX
11,258.10
10,577.20
6%
1668 JEWELRY FACTORY
10,869.10
9,962.10
9%
1619 VIACTIV SOFT CALCIUM CHEWS
11,252.30
17,281.20
-35%
1669 EYEMASTERS OPTICAL CTR
10,866.40
9,161.10
19%
1620 MACYS DEPT JEWELRY/OPTICAL
11,244.90
11,561.70
-3%
1670 QUAKER OATMEAL BREAKFAST SQUARES
10,855.90
870.80
1147%
1621 SC JOHNSON CP
11,236.70
13,516.90
-17%
1671 LG WASHER & DRYER
10,853.60
1622 POLAROID ONE CAMERA
11,230.10
0
NA
1672 101 DALMATIANS II VIDEO
10,841.20
0
NA
1623 LAND ROVER DLR ASSN DSCVRY&RNG RVR
11,221.40
17,040.40
-34%
1673 BEEF INDUSTRY COUNCIL BEEF
10,833.90
13,214.30
-18%
1624 PURINA PUPPY CHOW DRY PUPPY FOOD
11,211.10
14,298.30
-22%
1674 NESTLE GOOD START SUPREME FRML
10,830.60
0
NA
1625 AMERICAN CLG/GSTRNTRLGY
11,202.80
1,294.00
766%
1675 STRIVECTIN-SD ANTI-WRINKLE TREATMENT
10,825.80
0
NA
1626 TOYOTA DLR ASSN COROLLA & MATRIX
11,193.50
3,790.80
195%
1676 DOW JONES NEWSWIRES ONLINE
10,808.40
12,458.60
-13%
1627 COMMERCE BANK CONSUMER SERVICES
11,185.00
9,534.10
17%
1677 J&R MUSIC/WRLD ELECT STR
10,804.90
10,597.10
2%
1628 COLGATE SIMPLY WHT NGHT WHITENING GL
11,184.90
0
NA
1678 20TH CENTURY FOX MSTR&CMNDR/SD WD MV
10,796.80
0
NA
1629 MOTEL 6 MOTELS
11,174.20
10,756.00
4%
1679 BENEFIBER FIBER LAXATIVE
10,789.90
12,271.80
-12%
1630 AVON ANEW RETROACTIVE SKIN CREAM
11,169.30
1,473.50
658%
1680 WALL ST JOURNAL NWSPR ONLINE
10,770.20
6,466.20
67%
1631 GEORGIA STATE LOTTERY
11,167.90
11,715.80
-5%
1681 MGM/UA IT RUNS IN/FAM MV
10,768.80
0
NA
1632 KMART DISC HOUSEHOLD
11,158.20
6,651.90
68%
1682 ORECK FACTORY STORE
10,757.30
190.80
5538%
1633 NOKIA N-GAGE GAME SYSTEM
11,156.30
0
NA
1683 GLAD FRESH PROTECT FOOD STORAGE BAGS
10,744.30
17,807.50
-40%
1634 CLOROX HOME & BUILDING SUPPLIES
11,141.90
2,953.30
277%
5304%
1635 INFOTRAK NATL DATA SVC
11,136.20
999.20
1015%
1636 MACYS DEPT MULTI-PDTS
11,133.80
9,127.50
1637 WALT DISNEY VAR MOVIES
11,131.00
58.40 18485%
1684 DSW SHOE WAREHOUSE WOMEN
10,743.00
198.80
1685 SOUTHTRUST BANK CONSUMER SERVICES
10,730.10
10,644.70
1%
22%
1686 CADILLAC DLR ASSN VAR AUTOS
10,727.90
13,910.20
-23%
8,882.60
25%
1687 SHARPER IMAGE MULTI-PDTS DR
10,693.90
3,511.80
205%
26%
1638 DAVID YURMAN JEWELERS
11,126.60
5,383.00
107%
1688 GOODYEAR AUTO & TRUCK TIRES
10,668.40
8,484.20
1639 GLUCOVANCE DIABETES RX
11,121.60
31,268.40
-64%
1689 ADORAMA MISC DR
10,647.80
6,309.80
69%
1640 L’ORÉAL WRINKLE DE-CREASE CREAM
11,114.30
0
NA
1690 THOMASVILLE FURNITURE
10,646.20
7,399.30
44%
1641 PUBLISHERS CLEARING HS
11,065.70
9,388.40
18%
1642 DOVE ESSENTIAL NTRNTS SKIN CARE PDTS
11,055.60
0
NA
1643 SEARS DEPT APPAREL MEN & WOMEN
11,055.60
997.8
1008%
1644 BUENA VISTA VERONICA GUERIN MOVIE
11,039.70
0
NA
1645 ATLANTIS RESORT BAHAMAS
11,033.00
9,555.50
15%
1646 OLD SPICE HIGH ENDURANCE SOLID ANTIP
11,032.20
873.30
1163%
1647 SNICKERS.COM ONLINE
11,031.50
0
NA
1648 IGIA DIRECT INC DRUGS/TOILETRIES DR
11,023.80
15,244.80
1649 CHEVROLET AUTOS VAR
11,018.90
1650 ROSS DISC CLOTHING STORE MEN & WOMEN
11,016.40
1691 KOHLS DEPT APPAREL WOMEN
10,642.40
4,338.00
145%
1692 CAPITAL ONE FED SVNG BNK CON SVC
10,627.50
1,446.20
635%
1693 JAMAICA TP
10,626.70
8,046.30
32%
1694 MERCK & CO INC OSTEOARTHRITIS
10,617.50
9,473.10
12%
260%
1695 SIGNS VIDEO
10,612.50
2,947.00
1696 HOM FURNITURE STORE
10,603.80
7,903.90
34%
1697 EGG BEATERS EGG SUBSTITUTE
10,592.00
7,198.10
47%
-28%
1698 BAHAMAS TP
10,592.00
12,607.30
-16%
49,551.40
-78%
1699 LEVER 2000 MOISTURE RSPN MSTRZNG BR
10,575.30
18,216.10
-42%
8,021.50
37%
1700 ALAVERT D-12 ALLERGY & SINUS TABLETS
10,570.40
0
NA
SIX FLAGS THEME PARKS
SKECHERS SHOES & SNEAKERS M & W
SKINTIMATE SHAVE GEL WOMEN
SKITTLES FRUIT CHEW CANDY
SKOAL CHEWING TOBACCO
SLEEPYS MATTRESS STORE
SLIM FAST MEAL BARS
SMART & FINAL WHOLESALER
SMIRNOFF ICE MALT LIQUOR
SMIRNOFF ICE TRIPLE BLCK MALT LIQUOR
SMITH BARNEY INC CONSUMER SERVICES
SMUCKERS SUGAR FREE PRSRVS
SNICKERS ALMOND CANDY
SNICKERS CANDY BAR
SNICKERS.COM ONLINE
SOFT & DRI POWER STRIPE SLD DEOD
SONIC RESTAURANT
SONICARE ELITE SONIC TOOTHBRUSH
SONY ADAPTATION MOVIE
SONY ANGER MGT MOVIE
SONY BAD BOYS 2 MOVIE
SONY BASIC MOVIE
SONY BIG FISH MOVIE
SONY CHARLIES ANGELS/THROTTLE
SONY DADDY DAY CARE MOVIE
SONY DARKNESS FALLS MOVIE
SONY GIGLI MOVIE
SONY HOLLYWOOD HOMICIDE MOVIE
SONY IDENTITY MOVIE
SONY IN THE CUT MOVIE
SONY MEDALLION MOVIE
SONY MISSING MOVIE
SONY MONA LISA SMILE MOVIE
SONY NATIONAL SECURITY MOVIE
SONY ONCE UPON/TIME/MEXICO MV
SONY PLAYSTATION 2 GETAWAY VIDEO GM
SONY PLAYSTATION 2 JAK II VIDEO GAME
SONY PLAYSTATION 2 VAR VIDEO GMS&SYS
SONY RADIO MOVIE
SONY SOMETHINGS GOTTA GIVE MV
SONY SWAT MOVIE
SONY TEARS OF THE SUN MOVIE
SONY TV
SONY UNDERWORLD MOVIE
SONY VAIO COMPUTER PDTS DR
SONY VAR MOVIES
SOUTH DAKOTA STATE TP
SOUTHTRUST BANK CONSUMER SERVICES
SOUTHWEST AIRLINES DOM
SOUTHWEST AIRLINES ONLINE
SOUTHWESTERN BELL LD RESIDENTIAL
SPLENDA SWEETENER
SPORTMART SPORTING GOODS
SPORTS AUTHORITY SPRT GD
SPORTS ILLUSTRATED MAG SUBS DR
SPRAY N WASH LIQUID STAIN REMOVER
SPRINT PCS DIGITAL SERVICE
SPRINT PCS RETAIL STORE
SPRINT PCS VISION WIRELESS SERVICE
SPRINT PCS WIRELESS WEB WIRELESS SVC
SPRINT WIRELESS SERVICE
SPRITE SOFT DRINK
SPRITE TROPICAL REMIX SOFT DRINK
SPY KIDS 2 ISLND/LST DRM VIDEO
ST IVES SWISS FRML 24 HR LOTION
ST IVES SWISS FRML APRICOT SCRUB
ST JOHN CLOTHING STORE WOMEN
ST JOSEPH ASPIRIN PAIN TABLETS
STACKER 2 WEIGHT LOSS CAPSULE
STANLEY STEEMER CRPT CLN
STAPLES OFFICE SUPPLY
STAR FURNITURE STORE
STARBURST CANDY
STARWOOD HOTELS&RESORTS WORLDWIDE
STATE FARM AUTO INSURANCE
STATE FARM INS CONSUMER SERVICES
STATE FARM INSURANCE & FIN SVC
STATE FARM INSURANCE CP
STATE FARM LIFE INSURANCE
STATE FARM VAR INSURANCE
STAYFREE MAXI PADS
STEAK N SHAKE RESTAURANT
STEIN MART DISC APPAREL FAMILY
STETSON UNTAMED FRAGRANCE MEN
STOUFFERS FAM STYL RCPS FRZN ENTREES
STRATTERA ADHD RX
STRAWBRIDGES SALES ANNOUNCEMENT
STRIVECTIN-SD ANTI-WRINKLE TREATMENT
SUBARU AUTO&TRK VAR
SUBARU AUTOS IMPREZA
SUBARU AUTOS OUTBACK WAGON
SUBARU AUTOS WRX
SUBARU DLR ASSN VAR AUTOS
SUBARU TRUCKS FORESTER
SUBWAY RESTAURANT
SUDAFED DECONGESTANT TABLETS
SUDAFED SINUS&ALLERGY TABLETS
SUNNY DELIGHT RTS FRUIT DRINK
SUNNY DELIGHT RTS SINGLES FRUIT DRNK
SUNSETTER HOME & BUILDING PDTS DR
455
1982
1803
1200
1960
720
956
1911
1376
851
1581
1774
1652
415
1647
1760
250
436
1362
402
399
671
921
421
429
1547
1083
536
800
1724
1125
544
490
893
773
1702
1461
1704
498
380
522
419
1935
962
595
1420
1757
1685
85
599
1479
788
297
1194
1469
1556
38
27
43
954
12
875
1710
1741
1658
1440
1993
791
818
926
162
1123
1175
1320
253
462
1102
895
1049
392
1492
1777
1258
1595
1124
208
1315
1675
427
1526
935
863
1025
568
15
764
1450
971
1441
1502
www.brandweek.com
JUNE 21, 2004
S87
BRAND INDEX
SUNSHINE CHEEZ-IT CRACKERS
SUNTRUST BANK CONSUMER SERVICES
SUPER 8 MOTELS
SUPERCUTS HAIR SALON
SURE FIT SLIPCOVERS/MAIL HH DR
SUZUKI AUTOS VERONA
SUZUKI DLR ASSN VAR AUTO&VHCLS
SUZUKI MOTORCYCLE
SUZUKI VEHICLES GRAND VITARA
SWANSON BROTH
SWANSON HUNGRY/SPRTS GRL FRZN ENTRS
SWIFFER DUST CLOTH KIT
SWIFFER DUSTER DUSTER
SWIFFER WET DUST CLOTH
SWIFFER WET JET FLOOR CLEANER SYSTEM
SYLVAN LEARNING CENTER
SYNERGISTIC MARKETING
SYNVISC ARTHRITIS RX
T ROWE PRICE CONSUMER SERVICES
T ROWE PRICE FUNDS
T-MOBILE WIRELESS SERVICE
T-MOBILE WIRELESS STORE
TACO BELL RESTAURANT
TALBOTS CLOTHING STORE WOMEN
TAMPAX COMPAK TAMPONS
TAMPAX PEARL TAMPONS
TANQUERAY GIN
TARGET DISC APPAREL WOMEN
TARGET DISC ELECTRONICS
TARGET DISC HOUSEHOLD
TARGET DISC MISC
TARGET DISC MULTI-PDTS
TASTERS CHOICE INSTANT COFFEE
TBS CABLE TV
TD WATERHOUSE BROKERS CONSUMER SVC
TD WATERHOUSE ONLINE
TECHNOSCOUT HOUSEHOLD DR
TELEFLORA FLORIST DLVRY
TEMPUR-PEDIC INC HOUSEHOLD DR
TERMINIX PEST CONTROL
TEXAS STATE LOTTERY
TEXAS STATE TP
TGI FRIDAYS RESTAURANT
THERMACARE HEATWRAP
THERMACARE MENSTRUAL RELIEF PATCH
THOMASVILLE FURNITURE
THOMASVILLE HM FURN STR
THRIVENT FIN/LUTHERANS CONSUMER SVC
TIAA-CREF CONSUMER SERVICES
TIDE LIQ LAUNDRY DET/BL ALTRN
TIDE PWD LAUNDRY DET/BLEACH
TIDY CATS SCOOP LITTER
TIFFANY & CO STORE
TIFFANY JEWELRY
TILEX MILDEW REMOVER
TIME WARNER CABLE CO
TIME-LIFE VAR RECORDINGS DR
TIME-LIFE VAR VIDEOS DR
TIRE RACK AUTOMOTIVE DR
TITLEIST GOLF BALLS
TJ MAXX CLOTHING STORE MEN & WOMEN
TJ MAXX CLOTHING STORE WOMEN
TLC CABLE TV
TNT CABLE TV
TOMMY HILFIGER SPORTSWEAR M & W
TOSTITOS GOLD TORTILLA CHIPS
TOTAL GYM EXERCISE EQUIP DR
TOYOTA AUTO&TRK DIV CP
TOYOTA AUTO&TRK PRE-OWNED
TOYOTA AUTO&TRK VAR
TOYOTA AUTOS AVALON
TOYOTA AUTOS CAMRY
TOYOTA AUTOS CAMRY SOLARA
TOYOTA AUTOS COROLLA
TOYOTA AUTOS COROLLA & MATRIX
TOYOTA AUTOS MATRIX
TOYOTA AUTOS PRIUS BI-FUEL
TOYOTA AUTOS VAR
TOYOTA DLR ASSN CAMRY
TOYOTA DLR ASSN COROLLA
TOYOTA DLR ASSN COROLLA & MATRIX
TOYOTA DLR ASSN TACOMA & TUNDRA
TOYOTA DLR ASSN TUNDRA
TOYOTA DLR ASSN VAR AUTO&TRK
TOYOTA DLR ASSN VAR AUTOS
TOYOTA DLR ASSN VAR TRUCKS
TOYOTA TRUCKS 4RUNNER
TOYOTA TRUCKS HIGHLANDER
TOYOTA TRUCKS SEQUOIA
TOYOTA TRUCKS SIENNA
TOYOTA TRUCKS TACOMA
TOYOTA TRUCKS TACOMA & TUNDRA
TOYOTA TRUCKS TUNDRA
TOYOTA TRUCKS VAR
TOYS R US STORE
TRACTOR SUPPLY CO STR
TRANSITIONS EYE GLASS LENSES
TRAVELOCITY TRAVEL SVC ONLINE
TRIAMINIC VAR COLD SYRUPS
TRIDENT SUGARLESS GUM
705
1179
1892
1971
715
1107
213
1931
821
1560
1714
1439
886
869
456
228
1050
1186
709
805
7
1195
25
1271
871
280
1849
763
500
907
37
39
1147
668
958
1337
422
620
318
737
1407
1366
196
333
1723
1690
808
1400
993
872
532
1444
1302
1323
1762
188
317
1040
799
1867
1385
1072
1054
654
1236
793
1064
360
1822
300
1726
88
495
283
1531
979
587
1283
397
1887
1626
1012
1113
31
1809
623
215
433
1564
290
742
1352
377
1389
74
1920
476
299
1281
1063
2003
TOTAL
2002
TOTAL
%
CHG.
1751 ING FINANCIAL CONSUMER SERVICES
10,299.00
16,465.60
-37%
1752 COMMIT NICOTINE LOZENGE &NCDRM&NCRT
10,297.90
0
NA
-17%
1753 SHARPER IMAGE APPLIANCES DR
10,294.10
5,676.20
81%
12,082.30
-13%
1754 IAMS WEIGHT CONTROL CANNED&DRY CAT
10,293.50
0
NA
11,286.50
-7%
1755 MARSHALL FIELDS DEPT MULTI-PDTS
10,289.60
6,683.30
54%
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1701 HP PRINTER ACCESSORIES
10,567.80
1,247.50
747%
1702 SONY PLAYSTATION 2 GETAWAY VIDEO GM
10,562.60
0
NA
1703 CRAFTSMAN TOOLS
10,560.60
12,664.30
1704 SONY PLAYSTATION 2 VAR VIDEO GMS&SYS
10,554.90
1705 DAYS INN HOTELS
10,549.10
RANK/
BRAND
1706 OLAY DAILY FCLS EXPRS CLNSNG CLTHS
10,534.20
0
NA
1756 ORAL-B VAR TOOTHBRUSHES
10,287.60
0
NA
1707 L’ORÉAL GLAM SHINE LIPSTICK
10,531.40
0
NA
1757 SOUTH DAKOTA STATE TP
10,270.00
7,254.60
42%
1708 AMERICAS BEST CNTCTS&EYE
10,526.90
11,369.60
-7%
1758 ROLAIDS EXTRA STRENGTH ANTACID
10,256.80
13,482.30
-24%
1709 QWEST COMMUNICATIONS BUSINESS
10,512.70
14,904.50
-29%
1759 KELLOGGS SPECIAL K&SPCL K RD BR
10,254.10
7,372.50
39%
1710 SPRITE TROPICAL REMIX SOFT DRINK
10,500.60
0
NA
1760 SOFT & DRI POWER STRIPE SLD DEOD
10,246.60
9,981.80
3%
1711 PG&E PACIFIC GAS & ELECT
10,499.80
11,720.60
-10%
1761 PEPPERIDGE FARM COOKIES
10,243.60
12,192.10
-16%
1712 TYLENOL COLD DAY & NIGHT CAPLETS
10,486.60
0
NA
1762 TILEX MILDEW REMOVER
10,242.70
7,390.30
39%
1713 MOVADO WATCHES
10,485.00
8,355.00
25%
1763 HUMMER LOC DLR
10,241.50
435.70
2251%
1714 SWANSON HUNGRY/SPRTS GRL FRZN ENTRS
10,482.30
0
NA
1764 PROCTER & GAMBLE HH CLEANING PDTS
10,232.80
0
NA
1715 DREAMWORKS HOUSE/SAND & FOG MOVIE
10,474.80
0
NA
1765 JENN-AIR MAJOR APPLIANCES
10,205.50
1,225.90
732%
1716 GUINNESS DRAUGHT BEER
10,471.60
5,122.80
104%
1766 KELLOGGS KRAVE NUTRITIONAL BAR
10,204.20
2,112.50
383%
1717 MASTERCARD.COM ONLINE
10,471.30
20,667.00
-49%
1767 NESTEA COOL RTS ICED TEA
10,204.10
12,784.20
-20%
1718 FORD TRUCKS VAR
10,471.10
18,831.30
-44%
1768 CLICK IT OR TICKET CMPGN
10,187.40
553.90
1739%
1719 FIFTH THIRD BANK CONSUMER SERVICES
10,466.60
15,186.00
-31%
1769 LORD & TAYLOR DEPT DRUGS/TOILETRIES
10,176.70
10,110.50
1%
1720 APPLEMUSIC.COM STORE ONLINE
10,453.90
0
NA
1770 CHEVROLET DLR ASSN VAR AUTOS
10,170.40
8,582.30
19%
1721 MIDAS INTL CORP CP
10,445.20
1,269.00
723%
1771 NORTHWEST AIRLINES DOM & INTL
10,168.50
22,871.80
-56%
1722 CHEVROLET DLR ASSN TRAILBLAZER
10,439.80
6,202.40
68%
1772 BUICK AUTOS LESABRE
10,162.40
6,861.30
48%
1723 THERMACARE MENSTRUAL RELIEF PATCH
10,422.50
8,683.10
20%
1773 RAZOR & TIE VAR RECORDINGS DR
10,160.80
13,276.40
-23%
1724 SONY IN THE CUT MOVIE
10,419.30
0
NA
1774 SMUCKERS SUGAR FREE PRSRVS
10,160.40
4,979.70
104%
1725 BURLINGTON COAT FACTORY MEN & WOMEN
10,416.00
13,399.50
-22%
1775 ANDROGEL TESTOSTERONE RX
10,155.30
5,339.80
90%
1726 TOYOTA AUTOS AVALON
10,413.40
13,376.40
-22%
1776 COURTESY AUTO DLR
10,154.90
9,203.90
10%
1727 XENADRINE EFX REDUCING CAPSULES
10,400.00
4,410.30
136%
1777 STEAK N SHAKE RESTAURANT
10,149.30
10,545.90
-4%
1728 BOB DANCE AUTO DLR
10,397.90
1,301.60
699%
1778 HOMESTYLE BAKES ENTREE MEAL KIT
10,145.70
12,224.90
-17%
1729 HANES T-SHIRTS MEN
10,396.40
5,443.30
91%
1779 CHICAGO VIDEO
10,144.00
0
NA
1780 QUAKER FRUIT&OTML TSTBLS TSTR PSTRS
10,141.90
0
NA
1781 LIONS GATE CONFIDENCE MOVIE
10,134.40
0
NA
1730 ARTISAN BOAT TRIP MOVIE
10,389.40
0
NA
1731 COURTESY AUTO GROUP
10,377.30
5,244.10
98%
1732 YOPLAIT GO-GURT YOGURT
10,375.40
9,963.40
4%
1782 ELI LILLY & CO ADULT ADD
10,133.60
0
NA
1733 SBC COMM LONG DIST BUSINESS
10,375.00
0
NA
1783 LOEWS CINEPLEX
10,131.20
10,633.80
-5%
1734 HOOVER VAR VACUUM CLEANERS
10,374.70
12,078.30
-14%
1784 DICKS CLOTHING&SPRT GDS FAMILY
10,111.00
9,345.50
8%
1735 CHANEL BOUTIQUE
10,368.00
8,653.60
20%
1785 AMERICAN EXPRESS CO CP
10,107.10
10,923.60
-7%
1736 MOUNTAIN DEW LIVE WIRE SOFT DRINK
10,366.60
0
NA
1786 FORD AUTO&TRK PRE-OWNED
10,105.80
25,054.70
-60%
1737 FORD AUTOS FOCUS LEASING
10,358.10
404.40
2461%
1787 BRIGHT HOUSE NTWRKS CBL
10,103.20
0
NA
1738 FOX SEARCHLIGHT 28 DAYS LATER MOVIE
10,354.40
0
NA
1788 POLO BLUE FRAGRANCE MEN
10,093.30
9,377.80
8%
1739 AUDI AUTOS A4 LEASING
10,354.20
487.50
2024%
1789 INJURY HELPLINE
10,082.60
8,941.30
13%
1740 BANKRATE CONSUMER SERVICES
10,346.60
8,122.10
27%
1790 UNION PACIFIC RLRD CO CP
10,074.70
10,309.00
-2%
1741 SPY KIDS 2 ISLND/LST DRM VIDEO
10,345.80
0
NA
1791 VICKS VAPORUB OINTMENT
10,071.80
9,718.70
4%
1742 NISSAN TRUCKS PTHFNDR&PTHFNDR ARMD
10,343.60
0
NA
1792 BALL PARK HOT DOGS
10,069.60
12,626.90
-20%
1743 MOUNTAIN DEW CODE RED SOFT DRINK
10,336.90
6,421.20
61%
1793 BARILLA PASTA
10,065.90
6,832.40
47%
1744 KELLOGGS VAR DISNEY CEREALS
10,335.00
0
NA
1794 DISNEY CRUISES
10,064.90
11,104.80
-9%
1745 DOVE ESSENTIAL NTRNTS DAY CREAM
10,334.50
0
NA
1795 JC PENNEY DEPT HOUSEHOLD
10,052.30
1,264.30
695%
1746 CDW SOLUTIONS PROVIDER
10,316.10
10,883.70
-5%
1747 CLEARASIL TOTAL CONTROL FCL CLNSR&MS
10,313.70
0
NA
1748 WRIGLEYS ECLIPSE FLASH BREATH STRIPS
10,303.40
8,897.00
1749 COLORADO STATE TP
10,300.20
9,084.60
1750 FREESTYLE BLOOD GLUCOSE TEST
10,299.80
9,273.20
1796 L’ORÉAL VISIBLE LIFT LIQ FOUNDATION
10,051.30
7,029.30
43%
1797 CHEVROLET AUTOS CORVETTE
10,041.80
13,417.60
-25%
16%
1798 REYNOLDS WRAP RELEASE NON STICK FOIL
10,040.80
11,859.40
-15%
13%
1799 PHOENIX WEALTH MGT CONSUMER SERVICES
10,032.40
10,571.80
-5%
11%
1800 GALYANS SPORTS STORE
10,027.80
9,825.50
2%
S88
JUNE 21, 2004
www.brandweek.com
%
CHG.
RANK/
BRAND
2003
TOTAL
BRAND INDEX
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
1801 CHEVROLET TRUCKS SUBURBAN & TAHOE
10,027.10
4,375.50
129%
1851 CHRYSLER AUTOS SEBRING
9,768.30
32,974.30
-70%
1802 CHARTER ONE BANK CONSUMER SERVICES
10,025.50
4,265.60
135%
1852 QWEST COMM LONG DISTANCE RESIDENTIAL
9,765.60
203.70
4694%
1803 SKINTIMATE SHAVE GEL WOMEN
10,025.20
8,726.30
15%
1853 MGM/UA JEEPERS CREEPERS 2 MOVIE
9,749.30
0
NA
1804 KELLOGGS RICE KRISPIES CEREAL
10,017.90
6,521.00
54%
1854 EPICURIOUS.COM ONLINE
9,746.20
1,238.90
687%
1805 ICE BREAKERS UNLEASHED SUGARFREE GUM
10,010.10
0
NA
1855 KOOL-AID JAMMERS RTS FRUIT DRINK
9,729.10
12,253.30
-21%
1806 KC MASTERPIECE BBQ SAUCE
9,977.50
9,315.50
7%
1856 AXE ESSENCE DEOD BODY SPRAY
9,727.70
0
NA
1807 PUBLIC STORAGE RNTL SPC
9,965.60
12,429.50
-20%
1857 CARLS FURNITURE STORE
9,717.80
7,912.70
23%
1808 JERGENS ULTRA HEALING LOTION
9,964.10
6,129.70
63%
1858 MAYBELLINE EVERFRESH FACIAL MAKEUP
9,702.00
9,346.40
4%
1809 TOYOTA DLR ASSN VAR AUTOS
9,939.60
3,806.80
161%
1859 GOODNITES DISPOSABLE PANTS
9,696.30
11,714.70
-17%
1810 TRIM SPA REDUCING AID
9,935.00
2,917.20
241%
1860 WRIGLEYS SPEARMINT GUM
9,689.30
5,167.70
87%
1811 DILLARDS DEPT APPAREL FAMILY
9,934.90
8,001.20
24%
1861 NASDAQ STOCK EXCHANGE
9,661.10
21,566.20
-55%
1862 HOT POCKETS FROZEN ENTREES
9,658.30
8,305.50
16%
1863 US AIRWAYS INTL
9,655.80
10,820.20
-11%
1864 HONDA MOTORCYCLE
9,652.80
18,175.20
-47%
181%
1812 COMPASS BANK CONSUMER SERVICES
9,933.60
8,795.60
13%
1813 CLOROX HOME&BLDG SUPP &HDN VLY/SLD
9,931.70
2,690.50
269%
1814 NAPA AUTO CARE CENTER
9,922.10
6,229.00
59%
1815 JERGENS SOFT SHIMMER LOTION
9,920.40
0
NA
1865 ORVILLE REDENBACHER SMART-POP PPCRN
9,639.50
3,434.60
1816 COVER GIRL AQUASMOOTH COMPACT MAKEUP
9,920.10
8,855.40
12%
1866 X2 X-MEN UNITED VIDEO
9,622.40
0
NA
1817 PERKINS REST & BAKERY
9,914.40
10,778.20
-8%
1867 TITLEIST GOLF BALLS
9,614.20
2,135.10
350%
1818 US RARE COIN/BLN RSRV COINS DR
9,913.20
0
NA
1868 NAMCO SOUL CALIBUR II VIDEO GM
9,611.40
0
NA
1819 JAGUAR AUTOS S-TYPE
9,908.60
23,519.40
-58%
1869 FRANKLIN MINT COLLECTIBLES DR
9,598.10
14,710.60
-35%
1820 EMBASSY SUITES HOTELS
9,905.50
9,545.70
4%
1870 PILLSBURY GRANDS REFRIG BISCUITS
9,583.20
12,727.30
-25%
1821 OLD SPICE HIGH ENDURANCE BODY WASH
9,902.90
0
NA
1871 NATIONWIDE AUTO INSURANCE
9,569.60
8,504.50
13%
1822 TOYOTA AUTO&TRK PRE-OWNED
9,902.00
12,581.60
-21%
1872 BRUCE ALMIGHTY VIDEO
9,561.90
0
NA
1823 KELLOGGS VAR CEREAL
9,897.40
16,387.90
-40%
1873 CAMPBELLS VAR SOUP
9,554.20
6,241.70
53%
1824 WHATABURGER RESTAURANT
9,897.30
10,163.30
-3%
1874 HYUNDAI DLR ASSN SONATA
9,553.20
13,440.40
-29%
1825 HP PHOTOSMART DIGITAL CAMERA&PRINTER
9,896.10
940.9
952%
1875 BETTY CROCKER FRUIT BY/FOOT SNACKS
9,551.60
8,450.60
13%
1826 PHYSIQUE VOLUME BOOSTING GEL
9,889.20
0
NA
1876 ADT SAFEWATCH SECURITY SYSTEM
9,549.90
17,452.90
-45%
1827 DISNEY ON ICE SHOW
9,888.10
9,741.00
2%
1877 TYLENOL EXTRA STR PAIN GELTABS
9,536.80
33,387.70
-71%
1828 US CELLULAR CELLULAR SERVICE
9,886.20
7,030.80
41%
1878 COVER GIRL WET SLICKS LIP GLOSS
9,536.00
0
NA
1829 EAST/WEST MORTGAGE CO CONSUMER SVC
9,871.20
5,438.50
82%
1879 OPPENHEIMER FUNDS
9,535.40
11,748.00
-19%
1830 VOLVO AUTOS S60
9,860.30
6,870.60
44%
1880 ICE BREAKERS GUM
9,532.10
19,896.70
-52%
1831 FORD AUTOS MUSTANG
9,858.80
8,836.50
12%
1881 FORD DLR ASSN WINDSTAR
9,522.30
9,423.10
1%
1832 GARDEN CITY GROUP MISC FIN
9,857.50
7,438.30
33%
1882 ODOR EATERS PLUS INSOLES
9,517.70
0
NA
1833 BUENA VISTA 25TH HOUR MOVIE
9,849.80
4,816.30
105%
1883 BANANA REPUBLIC APPAREL
9,507.40
3,209.40
196%
1834 OLD COUNTRY BUFFET
9,845.30
14,919.40
-34%
1884 POWERADE RTS SPORTS BEVERAGE
9,505.90
10,881.90
-13%
1835 SAP VAR SOFTWARE
9,844.10
3,811.50
158%
1885 LIBERTY MUTUAL BUSINESS INSURANCE
9,499.80
6,887.90
38%
1836 WASHINGTON MINT COINS DR
9,838.50
2,600.30
278%
1886 AMERICAN RED CROSS
9,489.00
2,959.30
221%
206%
1837 BMW TRUCKS X5
9,836.70
4,164.60
136%
1887 TOYOTA DLR ASSN COROLLA
9,484.60
3,098.50
1838 CHEVROLET DLR ASSN IMPALA
9,834.90
2,778.50
254%
1888 MAX FACTOR LIPFINITY LIP COLOR
9,474.30
21,413.00
-56%
1839 ACURA AUTOS RL
9,833.30
29,197.80
-66%
1889 AETNA LIFE&CASUALTY MEDICAL INS
9,466.70
208.00
4451%
1840 OVERACTIVE BLADDER CONDITION
9,823.90
0
NA
1890 BMW AUTOS 5-SERIES LEASING
9,441.70
561.20
1582%
1841 HONDA TRUCKS CR-V
9,818.80
39,009.50
-75%
1891 RANDALLS FOOD MARKETS
9,441.70
1,977.40
377%
1842 ENERGIZER ALKALINE BATTERIES
9,818.30
1892 SUPER 8 MOTELS
9,441.60
7,578.70
25%
1843 TROPICANA LOW ACID RTS ORANGE JUICE
9,817.00
1893 PARAMOUNT MARCI X MOVIE
9,437.30
0
NA
1844 PROGRESSO RICH & HEARTY SOUP
9,813.00
0
NA
1894 BROWNCO BROKERAGE ONLINE
9,435.90
4,118.20
129%
1845 FOXWOODS CASINO & RESORT
9,811.80
10,708.20
-8%
1895 CORONA EXTRA BEER &CORONA LIGHT BEER
9,421.70
10,543.20
-11%
1846 KEEBLER WHEATABLES SNACK CRCKRS
9,810.70
5,048.70
94%
1896 EL DORADO FURNITURE CO
9,418.50
9,273.70
2%
1847 NYQUIL COUGH SYRUP
9,808.00
14,353.40
-32%
1897 BORDERS BOOKS&MUSIC CAFE
9,414.50
11,121.60
-15%
1848 MEXICO TP
9,807.70
15,120.90
-35%
1898 CITRACAL CALCIUM SUPPLEMENT
9,410.00
8,375.10
12%
1849 TANQUERAY GIN
9,782.80
10,472.20
-7%
1899 PILLSBURY CRESCENT REFRIG ROLL DOUGH
9,398.30
0
NA
1850 GENERAL MILLS VAR CHEX CEREALS
9,768.90
7,905.10
24%
1900 CRATE & BARREL STORE
9,395.50
7,778.00
21%
77.50 12569%
7.10
138K%
TRIDENT WHITE SUGARLESS GUM
TRIM SPA REDUCING AID
TROPICANA LOW ACID RTS ORANGE JUICE
TROPICANA RTS ORANGE JUICE
TRUE VALUE HARDWARE STR
TRUTH ABOUT SMOKING
TUESDAY MORNING STORES
TUMS SMOOTH DISSOLVE ANTACID TABLETS
TUMS ULTRA MAXIMUM STR ANTACID TAB
TURNING LEAF WINE
TWIX COOKIE BAR
TYLENOL 8 HOUR PAIN RELIEVER GELTABS
TYLENOL ARTHRITIS EXTND RLF PN CPLTS
TYLENOL COLD DAY & NIGHT CAPLETS
TYLENOL EXTRA STR PAIN CAPLETS
TYLENOL EXTRA STR PAIN GELTABS
TYLENOL PM EXTRA STR PAIN GELTABS
TYLENOL PM PAIN GELTABS
TYLENOL SINUS SVR CNGSTN CAPLETS
TYSON VAR MEAT
UBS PAINEWEBBER INC CP
ULTIMATE ELECTRONICS STR
ULTRA SLIM FAST RTS DRINK
ULTRA SLIM FAST RTS DRINK & BARS
UNCLE BENS RICE BOWLS FROZEN ENTREES
UNION PACIFIC RLRD CO CP
UNITED AIRLINES DOM
UNITED AIRLINES DOM & INTL
UNITED AIRLINES INTL
UNITED HEALTH FOUNDATION
UNIVERSAL 2 FAST 2 FURIOUS MOVIE
UNIVERSAL AMERICAN WEDDING MOVIE
UNIVERSAL BRUCE ALMIGHTY MOVIE
UNIVERSAL DR SEUSS/CAT/HAT MOVIE
UNIVERSAL HONEY MOVIE
UNIVERSAL HULK MOVIE
UNIVERSAL INTOLERABLE CRUELTY MV
UNIVERSAL JOHNNY ENGLISH MOVIE
UNIVERSAL LIFE OF DAVID GALE MOVIE
UNIVERSAL LOVE ACTUALLY MOVIE
UNIVERSAL ORLANDO RESORT
UNIVERSAL PETER PAN MOVIE
UNIVERSAL RUNDOWN MOVIE
UNIVERSAL SEABISCUIT MOVIE
UNIVERSITY OF PHOENIX ONLINE
UPN TV NETWORK
UPS STORE
UPS UNITED PARCEL SVC DOM
UPS UNITED PARCEL SVC DOM & INTL
US AIR FORCE
US AIRWAYS INTL
US ARMY
US ARMY RESERVES
US BANK CONSUMER SERVICES
US CELLULAR CELLULAR SERVICE
US CELLULAR DIGITAL SERVICE
US CELLULAR WIRELESS SERVICE
US COMMEMORATIVE GALLERY COINS DR
US DEPT OF THE TREASURY
US DEPT/HEALTH&HUMAN SVC
US MARINES
US MINT COINS DR
US NAVY
US RARE COIN/BLN RSRV COINS DR
USA CABLE TV NETWORK
USPS PDTS & SERVICES
USPS PRIORITY MAIL DOM
V8 RTS VEGETABLE JUICE
V8 SPLASH RTS FRUIT SMOOTHIES
VAGISIL ANTI-ITCH CREAM
VALASSIS COUPONS
VALTREX HERPES RX
VALUE CITY FURNITURE STR
VALVOLINE MAX LIFE MOTOR OIL
VANGUARD GROUP CONSUMER SERVICES
VANILLA COKE SOFT DRINK
VASELINE INTNSV CR/CMPLX LOTION
VERIZON COMMUNICATIONS CP
VERIZON INTERNET SERVICES
VERIZON LONG DISTANCE BUSINESS & RES
VERIZON LONG DISTANCE RESIDENTIAL
VERIZON RESIDENTIAL
VERIZON WIRELESS SERVICE
VERIZON WIRELESS STORE
VIACTIV SOFT CALCIUM CHEWS
VIAGRA IMPOTENCE RX
VICKS VAPORUB OINTMENT
VICTORIAS SECRET STORES WOMEN
VIDEO PROFESSOR VAR SOFTWARE DR
VIOXX OSTEOARTHRITIS RX
VIRGIN MOBILE WIRELESS SERVICE
VISA BUSINESS CREDIT CARD
VISA CHECK CARD
VISA CREDIT CARD
VISINE TEARS EYE DROPS
VITAL BASICS DRUGS/TOILETRIES DR
VOLKSWAGEN AUTO&TRK VAR
VOLKSWAGEN AUTOS BEETLE
VOLKSWAGEN AUTOS GTI
VOLKSWAGEN AUTOS JETTA
1051
1810
1843
404
659
246
1538
1278
1223
1295
1007
295
753
1712
1006
1877
1940
897
1404
1280
1460
824
1038
889
1446
1790
460
1188
918
1319
689
837
440
520
941
479
657
1062
882
437
1172
644
635
451
699
1561
407
662
123
274
1863
155
1411
1132
1828
1224
1000
1316
1198
463
1436
1951
740
1818
888
1396
923
854
1181
1965
16
165
1136
991
528
1342
1572
469
366
1485
1032
204
1
93
1619
107
1791
205
496
144
1203
546
117
35
1008
1489
647
168
1655
166
www.brandweek.com
JUNE 21, 2004
S89
BRAND INDEX
VOLKSWAGEN AUTOS JETTA LEASING
VOLKSWAGEN AUTOS PASSAT
VOLKSWAGEN AUTOS PASSAT LEASING
VOLKSWAGEN DLR ASSN VAR AUTO&TRK
VOLKSWAGEN TRUCKS TOUAREG
VOLVO AUTOS S60
VOLVO DLR ASSN VAR AUTOS
VOLVO TRUCKS XC90 WAGON
VONS SUPERMARKET
WACHOVIA BANK CONSUMER SERVICES
WACHOVIA SECURITIES CONSUMER SVC
WAL-MART DISC APPAREL WOMEN
WAL-MART DISC BUSINESS/TECHNOLOGY
WAL-MART DISC ELECTRONICS
WAL-MART DISC MISC
WAL-MART DISC MULTI-PDTS
WAL-MART DISC PORTRAIT STUDIO
WAL-MART DISC SPORT/TOY/HOBBY
WAL-MART SUPERCENTER MULTI-PDTS
WALGREENS DRUG STORES
WALL ST JOURNAL NWSPR ONLINE
WALT DISNEY VAR MOVIES
WALT DISNEY WORLD
WARNER BROS A MIGHTY WIND MOVIE
WARNER BROS ALEX & EMMA MOVIE
WARNER BROS CRADLE 2 THE GRAVE MOVIE
WARNER BROS DREAMCATCHER MOVIE
WARNER BROS GODS & GENERALS MOVIE
WARNER BROS GOTHIKA MOVIE
WARNER BROS GRIND MOVIE
WARNER BROS IN-LAWS MOVIE
WARNER BROS KANGAROO JACK MOVIE
WARNER BROS LAST SAMURAI MOVIE
WARNER BROS LOONEY TUNES BCK/ACTN MV
WARNER BROS LOVE DONT COST/THING MV
WARNER BROS MALIBUS MOST WANTED MV
WARNER BROS MATCHSTICK MEN MOVIE
WARNER BROS MATRIX RELOADED MOVIE
WARNER BROS MATRIX REVOLUTIONS MOVIE
WARNER BROS MYSTIC RIVER MOVIE
WARNER BROS TERMINATOR 3 RS/MCHNS MV
WARNER BROS VAR MOVIES
WARNER BROS VAR VIDEOS
WARNER BROS WHAT A GIRL WANTS
WASHINGTON MINT COINS DR
WASHINGTON MUTUAL BANK CONSUMER SVC
WASHINGTON MUTUAL FIN CONSUMER SVC
WATSONS POOLS SPAS&BLRD
WB TV NETWORK
WEBMD INFORMATION SVC ONLINE
WEICHERT RE DEV
WEIGHT WATCHERS PROGRAM
WELLBUTRIN XL ANTI DEPRESSION RX
WELLS FARGO BANK CONSUMER SERVICES
WELLS FARGO HOME MTG CONSUMER SVC
WENDYS RESTAURANT
WESTERN UNION CONSUMER SERVICES
WESTIN HOTELS
WHATABURGER RESTAURANT
WHIRLPOOL WASHER & DRYER
WHITE CASTLE RESTAURANT
WICKES FURN WRHS&SHWRM
WINDEX MULTI-SURFACE SPRAY CLEANER
WINN DIXIE FOOD STORES
WINSTON VAR CIGARETTES
WISH-BONE RANCH UP SALAD DRESSING
WOMENS MKTG&SPORTS INC
WORLD S&L BANK CONSUMER SVC
WRANGLER JEANS FAMILY
WRANGLER JEANS MEN
WRIGLEYS DOUBLEMINT GUM
WRIGLEYS ECLIPSE FLASH BREATH STRIPS
WRIGLEYS EXTRA SUGAR FREE GUM
WRIGLEYS JUICY FRUIT GUM
WRIGLEYS ORBIT SUGARLESS GUM
WRIGLEYS SPEARMINT GUM
WRIGLEYS WINTERFRESH GUM
X2 X-MEN UNITED VIDEO
XENADRINE EFX REDUCING CAPSULES
XENADRINE EFX REDUCING TABLETS
XEROX CORP CP
XEROX PRINTERS
XM SATELLITE RADIO SATELLITE SYSTEM
YAHOO ONLINE
YASMIN CONTRACEPTIVE RX
YELLOW BOOK YELLOW PAGES
YOPLAIT GO-GURT YOGURT
YOPLAIT NOURICHE DRINKABLE YOGURT
YOPLAIT WHIPS YOGURT
YOPLAIT YOGURT
ZALES JEWELERS
ZANTAC 75 HEARTBURN CONTROL TAB
ZELNORM IBS RX
ZEST DEOD SOAP
ZICAM COLD REMEDY
ZIPLOC FREEZE GUARD FREEZER BAGS
ZOCOR CHOLESTEROL RX
ZOLOFT DEPRESSION RX
ZURICH DIRECT LIFE INSURANCE
ZYRTEC ALLERGY RX
690
813
778
310
148
1830
408
513
1565
185
276
670
1359
338
33
133
1978
1468
362
53
1680
1637
153
994
750
931
877
974
919
1429
564
848
306
597
1301
881
439
521
566
367
386
1241
1335
814
1836
77
1967
1190
258
387
1576
406
281
304
1947
10
1902
1222
1824
1442
1507
696
984
611
622
1509
98
483
1121
1126
1365
1748
1908
1090
664
1860
1491
1866
1727
1264
649
978
411
640
1618
876
1732
940
999
548
273
885
285
1511
1948
1906
138
66
1036
94
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
RANK/
BRAND
2003
TOTAL
2002
TOTAL
%
CHG.
1901 NICOTROL INHALER STOP SMOKING RX
9,387.00
5,388.40
74%
1951 US MINT COINS DR
9,097.80
2,074.90
338%
1902 WESTERN UNION CONSUMER SERVICES
9,374.00
8,092.10
16%
1952 ALLSTATE CORP CP
9,097.70
16,508.00
-45%
1953 MOHEGAN SUN CASINO
9,085.80
11,191.20
-19%
1954 FOCUS DELIVER US FROM EVA MV
9,072.70
124.90
7164%
1955 AMERICAN EAGLE OUTFITTER MEN & WOMEN
9,070.50
8,413.20
8%
19%
1903 KIA AUTOS RIO
9,372.90
3,098.40
203%
1904 GREAT CLIPS HAIR&BTY SLN
9,363.20
7,920.60
18%
1905 BMW AUTOS Z4 ROADSTER
9,355.90
4,640.70
102%
1906 ZIPLOC FREEZE GUARD FREEZER BAGS
9,354.30
0
NA
1956 RADISSON SEVEN SEAS CRUISES
9,062.50
7,634.70
1907 PEACHTREE STLMNT FNDNG CONSUMER SVC
9,348.20
2,252.20
315%
1957 LUFTHANSA AIRLINES INTL
9,058.80
8,037.00
13%
1908 WRIGLEYS EXTRA SUGAR FREE GUM
9,343.00
29,576.00
-68%
1958 DOVE BEAUTY BAR SOAP
9,053.80
133.50
6682%
1909 ABC FAM CHANNEL CABLE TV
9,339.10
9,544.20
-2%
1959 ACTIVISION TONY HAWKS UNDRGRND/GM
9,043.30
0
NA
-12%
1910 HAYNES FURNITURE STORE
9,330.70
7,754.70
20%
1960 SKOAL CHEWING TOBACCO
9,043.10
10,224.30
1911 SMART & FINAL WHOLESALER
9,328.70
8,235.50
13%
1961 PRIME TV SATELLITE SVC
9,042.00
0
NA
1912 DANNON YOGURT
9,322.10
8,027.20
16%
1962 CALTRATE 600 PLUS D CALCIUM TABLETS
9,036.30
1,567.30
477%
1913 RECREATIONAL FCTRY WRHS
9,322.00
0
NA
1963 DIAGEO PLC VAR BEVERAGES
9,034.50
2,339.40
286%
1914 SAS INSTITUTE VAR SOFTWARE
9,305.20
10,753.00
-13%
1964 PANTENE PRO-V CMPLT/COND &PRO-V SHMP
9,034.10
1,164.70
676%
1915 CUNARD CRUISES
9,302.50
3,088.30
201%
1965 VAGISIL ANTI-ITCH CREAM
9,033.60
7,331.20
23%
1916 NEWPORT VAR MENTHOL CIGARETTES
9,301.30
10,113.80
-8%
1966 KODAK PICTURE MAKER FILM PROCESSING
9,032.80
28,805.50
-69%
1917 PHARMACIA CORP OVERACTIVE BLADDER
9,297.90
348.10
2571%
1967 WASHINGTON MUTUAL FIN CONSUMER SVC
9,028.80
6,756.50
34%
1918 CONOCOPHILLIPS CP
9,289.90
3,084.30
201%
1968 CREME SAVERS SOFT CANDY
9,027.30
0
NA
1919 FORD DLR ASSN TAURUS
9,285.60
9,635.40
-4%
1969 KANES FURNITURE STORE
9,024.00
7,600.20
19%
1920 TRACTOR SUPPLY CO STR
9,269.80
7,853.00
18%
1970 BRAVO CABLE TV
9,022.40
4,565.80
98%
1971 SUPERCUTS HAIR SALON
9,017.60
6,530.70
38%
1972 MAJOR WORLD AUTO
9,015.90
824.60
993%
1921 CARDIS FURNITURE STORE
9,266.20
4,636.90
100%
1922 PILLSBURY HOME BKD CLSCS FRZN ROLLS
9,256.50
9,014.00
3%
1923 GOODYS FAM CLOTHING STR MEN & WOMEN
9,250.40
5,015.20
84%
1973 GOOD HOUSEKEEPING INST
9,000.40
4,063.20
122%
1924 POST HONEY BNCHS/OTS&STRWBRS
9,244.20
10,668.10
-13%
1974 GENERAL MILLS LUCKY CHARMS CEREAL
8,999.90
8,472.60
6%
1925 PACIFICARE MEDICAL INSURANCE
9,241.30
6,706.90
38%
1975 BOEING CO CP
8,997.10
10,517.90
-14%
1926 BLUE FRAGRANCE WOMEN
9,238.30
0
NA
1976 AM PM MINI MARKET
8,994.60
8,740.60
3%
1927 MOTOROLA DIGITAL PHONES
9,237.40
0
NA
1977 BAILEYS IRISH CREAM LIQUEUR
8,994.30
9,944.00
-10%
1928 BAYER ASPIRIN PAIN REMEDIES
9,236.70
4,570.50
102%
1978 WAL-MART DISC PORTRAIT STUDIO
8,993.70
5,440.80
65%
1929 CARSON PIRIE SCOTT DEPT SALES ANNC
9,222.80
7,404.30
25%
1979 BAN BEAUTIFULLY SMOOTH SOLID AP/DEOD
8,978.40
10,053.20
-11%
1930 PILLSBURY FROZEN TOASTER STRUDEL
9,210.70
20,413.60
-55%
1980 ARM&HAMMER COMPLETE CARE TOOTHPASTE
8,973.40
0
NA
1931 SUZUKI MOTORCYCLE
9,209.10
4,652.70
98%
1981 COURTESY FORD
8,968.80
4,727.00
90%
1932 NEW YORK STOCK EXCHANGE
9,206.80
21,418.00
-57%
1982 SKECHERS SHOES & SNEAKERS M & W
8,958.00
773.6
1058%
1933 AMICA VAR INSURANCE
9,202.90
7,012.50
31%
1983 GMC DLR ASSN ENVOY
8,956.90
4,610.00
94%
1934 LEAPFROG LEAPPAD LEARNING PRGRMS
9,202.30
2,225.50
313%
1984 FREAKY FRIDAY VIDEO
8,954.10
0
NA
1935 SONY TV
9,197.80
2,554.10
260%
1985 GMC DLR ASSN YUKON
8,950.50
1,457.00
514%
1936 BUTTERFINGER CANDY BAR
9,192.80
13,789.60
-33%
1986 REVLON LIPGLIDE CLR GLS LIP COLOR
8,950.40
13,963.50
-36%
1937 FORD TRUCKS F-SERIES & RANGER
9,192.50
15,467.30
-41%
1987 JOHN FRIEDA FRIZZ EASE HAIR SERUM
8,944.70
3,980.10
125%
1938 LITTLE DEBBIE CAKES
9,184.30
7,452.90
23%
1988 PENNSYLVANIA ST LOTTERY
8,943.40
12,034.70
-26%
1939 COFFEE-MATE REG & LIQ NON-DIARY CRMR
9,173.20
13,292.40
-31%
1989 ARBOR MIST WINE BLENDERS
8,936.00
0
NA
1940 TYLENOL PM EXTRA STR PAIN GELTABS
9,173.10
3,235.10
184%
1990 GLENLIVET SCOTCH WHISKEY
8,928.00
6,446.40
38%
1941 CHECKER AUTO PARTS STORE
9,164.20
4,828.90
90%
1991 EPA ENERGY STAR PROGRAM
8,925.10
5,367.30
66%
1942 20TH CENTURY FOX WRONG TURN MOVIE
9,157.50
0
NA
1992 ARRID TOTAL SOLID AP/DEOD
8,923.50
0
NA
1943 DOVE SHAMPOO
9,154.70
0
NA
1993 ST JOHN CLOTHING STORE WOMEN
8,916.10
6,727.90
33%
1944 FOLGERS CLASSIC ROAST COFFEE
9,141.20
9,467.60
-3%
1994 LIVE LINKS DATING SVC
8,910.70
6,140.90
45%
1945 LACTAID MILK
9,119.60
8,893.40
3%
1995 MSN TV INTERNET SERVICES
8,906.80
7,410.10
20%
1996 OCUVITE PRESERVISION EYE VITAMIN
8,899.10
8,969.90
-1%
1997 KRAFT VAR FOOD PDTS
8,898.30
9,039.00
-2%
1946 MICRO TOUCH DRUGS/TOILETRIES DR
9,118.20
0
NA
1947 WELLS FARGO HOME MTG CONSUMER SVC
9,113.80
4,212.40
116%
1948 ZICAM COLD REMEDY
9,105.00
7,861.80
16%
1998 CARSON PIRIE SCOTT DEPT MISC
8,893.20
5,100.70
74%
1949 BOSCOVS DEPT MISC
9,103.70
9,623.60
-5%
1999 NEWMARKET WHALE RIDER MOVIE
8,889.20
0
NA
1950 BRYMAN COLLEGE
9,102.90
8,156.30
12%
2000 PONTIAC AUTOS GRAND AM
8,887.30
23,144.60
-62%
S90
JUNE 21, 2004
www.brandweek.com

beds - Brand Autopsy

Transcription

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