Industry News
Corporate Name Changes Drop 35 percent in 2002
2002 provided the steepest decline of corporate name changes in
three years. The figures reflect the international economic slowdown,
with M&A levels, IPOs and new marketing initiatives providing
the main drivers of name changes, according to Jim Johnson, global
CEO of Enterprise IG. In contrast to past trends, non-U.S. companies
accounted for 30 percent of the total new corporate names. California
led the list for the highest number of new names within the U.S.
Source: Enterprise IG, www.enterpriseig.com
Pay for Corporate Marketing/Communications Professionals
Pay for top marketing executives outpaces pay for communication
executives, according to a Mercer survey on corporate marketing
and communication professional salaries. The survey gathered data
from 229 mid-sized and large organizations in the U.S. on positions
ranging from entry to executive levels. The survey found that the
highest-paid jobs in corporate marketing and communication include
top marketing executive, vice president, corporate communications
and chief product management executive. Jobs with lower salary rates
and lesser long and short-term incentives include graphic design
and events planning.
Source: Mercer Human Resources, http://www.mercerhr.com/pressrelease/details.jhtml?idContent=1074325
Corporate Trustworthiness and Names Study
A new global survey in which corporate names were analyzed for
their marketing power, image and trustworthiness was conducted by
ABC Namebank International in December 2002. The analysis was conducted
in four categories: suitability (how truly the name describes the
nature of the business), personality (how the name stands out among
competitors), registrability (how the corporation globally owns
a name with its identical DotCom), and respectability (how a name
matches its real image with goals and results). Effective corporate
imaging practices include such elements as having a serious and
respectful name, maintaining a consistent corporate image and keeping
a name and image current according to study findings.
Source: ABC Namebank, www.abcnamebank.com
10 Trends in 2002 for Business to Business Marketing
According to BtoB Magazine and the Patrick Marketing Group Study
of 2003, the ten marketing trends of 2002 were:
1. Need for integrated ROI measurement
2. Growth of direct mail
3. Opt-in e-mail must be relevant
4. Improved data quality
5. Growth of PR role
6. Focus on trust and integrity messages
7. Creation of "holistic branding"
8. More focused events marketing
9. Integration of business systems
10. Continued growth
Source: www.BrandNewCreative.com
Consumer Preference Unrelated to Business Advertising Spending
Consumer brand preference exists independently of advertising expenditures,
according to a survey conducted by NameQuest. President of NameQuest,
John Hoeppner, states, "Expenditures on advertising are not
a determinant factor in terms of high 'Loving the Brand' preference
scores." Research sought to measure consumers' preference for
selected brands based on factors that contribute to building consumer-brand
relationships. Results show the top 20 of the 130 most advertised
brands, 17 of which represent consumable food products. The top
five brands include Hersheys, Betty Crocker, Pillsbury, Kellogg's
and M&M's. Results also suggest that factors such as trust,
quality and value are of more importance to the consumer than advertising
spending numbers.
Source: NameQuest, www.namequest.com
|
