2005 ImagePower(R) Newsmaker Brands Survey Shows Americans' Attitude Toward Top Brands, Highlights Predictions for 2006

2005 ImagePower(R) Newsmaker Brands Survey Shows Americans' Attitude Toward Top Brands, Highlights Predictions for 2006

Study by Landor Associates and Penn, Schoen & Berland Identifies iPod, Google, Oprah and eBay Among Year's Winning Brands; Howard Stern, Britney Spears and Hummer Are in Decline

NEW YORK, Dec. 29 /PRNewswire/ -- Landor Associates, a leading branding and design consultancy, and research firm Penn, Schoen & Berland, today released the results of a national survey that examines Americans' attitude toward some of the top brands that made headlines this year. The 2005 ImagePower(R) Newsmaker Brands Survey identifies which high-profile brands came out on top in consumer's minds, which brands suffered, and what Americans think their future holds for 2006.

Conducted in mid-December, the survey examines the year's most noteworthy brands within categories such as Internet, portable technology, telecommunications companies, television programs and networks, and celebrity brands.

The research identifies the top 20 winning and losing brands for 2005, and offers predictions for their performance in 2006. By surveying a representative sample of the population, the survey offers significant insight into brand perceptions and trends for the upcoming year.

"Brands make a powerful impact on people, especially in today's world of ever-increasing consumer choice," said Allen Adamson, Managing Director of Landor Associates in New York. "This survey highlights the importance that brands play within many aspects of our lives, and reveals some interesting trends, such as the dominance of technology and Internet-based brands. Companies that take a proactive approach to managing their brands are in a much better position to earn respect from their customers, as exemplified by the top-ranked brands on the list."

Key Findings:
Among the results, a few key trends stand out:

-- Dominance of Internet and technology brands. The strong showing of
Internet and technology companies illustrates the broad appeal these
brands have throughout the country. Four Internet brands (Google, eBay,
Amazon.com and Yahoo!) are among the top 10 winning brands in 2005,
while the iPod brand earned the No. 1 overall spot. The release of the
shuffle, nano and video iPods in 2005 combined with effective branding
efforts helped iPod continue its domination of the MP3 market. Other
technology brands in the top 20 include DVR, Xbox 360 and SIRIUS
Satellite Radio.
-- Reality TV programs are out, while TV dramas are back in. In recent
years, the abundance of reality television programs has offered
audiences plenty of choices, but most Americans now prefer tuning in to
dramatic programs. Reality shows "Survivor" and "The Apprentice (Donald
Trump)" were named among the top 20 losing brands in 2005, while dramas
such as "Desperate Housewives" and "Lost" were named among the winning
brands.
-- Polarizing celebrity brands. Britney Spears, Howard Stern and Donald
Trump are all deemed "losers" this year, but are all making money with
their brand names. Britney Spears has a top-selling perfume, Howard
Stern has a $500 million deal with SIRIUS Satellite Radio and Donald
Trump continues to grow his brand empire. On the other hand, Oprah
Winfrey earned tremendous positive appeal and placed third on the 2005
winning brands list. Oprah continues to generate positive buzz through
her giveaways, book club, magazine and various successful extensions of
her brand.
-- Sports Utility Vehicles lose to hybrid cars. While SUVs continue to be
top-sellers in the U.S., hybrid cars win the battle, as the Ford Escape
hybrid makes the winners list and the Hummer ranks No. 6 on the losers
list. With the rise in gas prices and increased sensitivity to the
environment, drivers realize the importance of hybrid cars and car
manufacturers are responding by offering sleeker, more popular models
in hybrid form.

Michael Berland, CEO of Penn, Shoen & Berland said, "2005 has been a very interesting year -- we're seeing a new sense of optimism in the winning brands. People see themselves in the brands they choose, and this year technology brands have prevailed, with iPod and Google topping the list, and Xbox coming on strong. People are in a mood to have fun -- Las Vegas is the top city destination, and they're turning away from confrontational reality shows like "Survivor" and "The Apprentice.""

About Landor Associates

Landor Associates is one of the world's leading branding and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methodologies that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and business performance by creating brands that are more innovative, progressive and dynamic than their competitors.

Landor's holistic approach to branding is a balance of rigorous, business- driven thinking and exceptional creativity. Our work spans the full breadth of branding services, including but not limited to: brand research and valuation, brand positioning and architecture, naming and nomenclature systems, corporate identity and consumer packaging design, branded environments, brand equity management, brand engagement, writing and digital branding.

With 23 offices in 18 countries, Landor's current and past clients include some of the world's most powerful brands, such as Pepsi, BP, FedEx, GE, Delta, Frito-Lay, Hyatt Hotels, Levi's, Japan Airlines, Lucent, Netscape, Procter & Gamble, Microsoft, Cathay Pacific and LG Group.

Landor is part of WPP Group PLC, one of the world's largest global communications services companies.

About Penn, Shoen & Berland Associates

Penn, Schoen and Berland Associates (PSB) has nearly 30 years of experience in leveraging consumer opinion to provide clients with a competitive advantage, or more simply -- providing clients with Winning Knowledge(TM).

PSB brings an extensive network and unique knowledge base to bear on communications issues. PSB uses experience and global reach to deliver unrivaled business and political insights.

PSB executes polling and message testing services in over 70 countries for Fortune(R) 500 companies and major political campaigns to develop brand positioning, guide successful advertising campaigns, generate favorable publicity, and advise in crisis management decisions.

Mindy Romero
Manager, Public Relations
Landor Associates
212-614-5261
mindy_romero@landor.com

Jennifer Bennett
Account Executive
Cohn & Wolfe
415-365-8528
jennifer_bennett@cohnwolfe.com

Source: Landor Associates

CONTACT: Mindy Romero, Manager, Public Relations of Landor Associates,
+1-212-614-5261, or mindy_romero@landor.com; or Jennifer Bennett, Account
Executive of Cohn & Wolfe, +1-415-365-8528, or jennifer_bennett@cohnwolfe.com,
for Landor Associates

NOTE TO EDITORS: A summary presentation of the survey is available to members of the media upon request

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