Superbrands 2004 - Brand Autopsy

Recommendations

Info

BRAND INDEX 1-800-CALLATT 140 1-800-COLLECT 685 1-800-DENTIST 1409 10-10-220 LONG DISTANCE INTL RES&RES 222 10-10-987 LONG DISTANCE INTL RES&RES 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 S70 JUNE 21, 2004 RANK/ BRAND America’sTop 2000 Brands 2003 TOTAL 2002 TOTAL % CHG. 1 VERIZON WIRELESS SERVICE 841,513.20 661,090.70 27% 2 MCDONALDS RESTAURANT 547,495.90 537,600.40 2% 3 CINGULAR WIRELESS SERVICE 517,897.40 427,238.80 21% 4 HOME DEPOT HOME CENTER 503,763.00 378,628.50 33% 5 AT&T MLIFE WIRELESS SERVICE 350,791.30 356,074.00 -1% 6 AT&T WIRELESS SERVICE 307,940.10 236,556.20 30% 7 T-MOBILE WIRELESS SERVICE 305,978.20 124,184.00 146% 8 NEWS AMERICA FSI 302,900.00 234,874.50 29% 9 LOWES BLDG SUPP STR 299,091.40 262,374.00 14% 10 WENDYS RESTAURANT 297,322.00 270,408.20 10% 11 BEST BUY ELECT STR 293,754.70 293,660.90 0% 12 SPRINT WIRELESS SERVICE 293,389.20 121,385.00 142% 13 BURGER KING RESTAURANT 270,337.40 334,417.00 -19% 14 DELL VAR COMPUTERS COMPUTER PDTS DR 254,583.90 207,677.70 23% 15 SUBWAY RESTAURANT 248,146.90 217,773.70 14% 16 VALASSIS COUPONS 239,568.80 259,854.60 -8% 17 MASTERCARD CREDIT CARD 232,525.90 188,169.00 24% 18 KFC RESTAURANT 222,334.70 224,393.00 -1% 19 GENERAL MOTORS CORP VAR AUTO&TRK 221,587.50 164,186.00 35% 20 AMERICA ONLINE INTERNET SERVICES 219,556.70 150,464.90 46% 21 NEXIUM HEARTBURN RX 215,171.80 193,014.00 11% 22 CIRCUIT CITY STORES 211,688.10 239,129.50 -11% 23 FORD TRUCKS F-SERIES 209,409.70 111,714.60 87% 24 MACYS DEPT SALES ANNOUNCEMENT 203,059.10 226,750.70 -10% 25 TACO BELL RESTAURANT 200,667.90 195,706.50 3% 26 RADIO SHACK ELECT STR 182,159.20 190,986.40 -5% 27 SPRINT PCS RETAIL STORE 176,007.40 128,561.60 37% 28 OFFICE/NATL DRUG CONTROL 173,450.40 184,466.00 -6% 29 DIRECTV SATELLITE SYSTEM 173,413.00 112,964.00 54% 30 PIZZA HUT RESTAURANT 171,316.10 153,886.70 11% 31 TOYOTA DLR ASSN VAR AUTO&TRK 171,268.60 186,570.10 -8% 32 JC PENNEY DEPT SALES ANNOUNCEMENT 170,024.30 167,259.40 2% 33 WAL-MART DISC MISC 165,152.10 152,074.30 9% 34 GEICO AUTO INSURANCE 159,516.40 127,334.40 25% 35 VISA CREDIT CARD 158,524.30 168,489.10 -6% 36 HEWLETT-PACKARD CO CP 155,194.90 81,779.50 90% 37 TARGET DISC MISC 150,607.60 159,951.80 -6% 38 SPRINT PCS DIGITAL SERVICE 146,660.30 227,534.10 -36% 39 TARGET DISC MULTI-PDTS 146,659.80 118,691.00 24% 40 CHEVROLET TRUCKS SILVERADO 144,249.10 98,990.90 46% 41 CAPITAL ONE PLATINUM MASTERCARD&VISA 143,419.40 174,851.30 -18% 42 FRYS ELECTRONICS STORE 142,873.10 119,380.40 20% 43 SPRINT PCS VISION WIRELESS SERVICE 139,601.30 62,096.90 125% 44 DODGE AUTO&TRK VAR 138,695.00 142,649.80 -3% 45 NISSAN AUTOS ALTIMA 137,482.30 183,340.40 -25% 46 10-10-987 LONG DISTANCE INTL RES&RES 135,085.70 0 NA 47 FORD DLR ASSN VAR AUTO&TRK 131,004.00 168,542.00 -22% 48 BUD LIGHT BEER 129,207.70 112,475.00 15% 49 BANK OF AMERICA CONSUMER SERVICES 127,780.70 131,308.30 -3% 50 LINCOLN MERC DLR ASSN VAR AUTO&TRK 125,442.80 75,612.50 66% RANK/ BRAND 2003 TOTAL 2002 TOTAL % CHG. 51 COORS LIGHT BEER 124,638.50 130,339.60 -4% 52 KOHLS DEPT SALES ANNOUNCEMENT 123,348.80 57,478.10 115% 53 WALGREENS DRUG STORES 123,319.70 118,148.40 4% 54 SEARS DEPT MISC 122,623.20 132,223.10 -7% 55 CHRYSLER AUTOS PACIFICA 120,637.10 389.50 30872% 56 MITSUBISHI TRUCKS ENDEAVOR 119,803.10 0 NA 57 JC PENNEY DEPT MISC 119,169.60 119,589.50 0% 58 MILLER LITE BEER 118,325.60 120,040.80 -1% 59 CHRYSLER AUTO&TRK VAR 117,494.80 99,855.70 18% 60 DODGE DLR ASSN VAR AUTO&TRK 117,409.10 98,516.90 19% 61 COMCAST CABLE 115,836.90 30,296.60 282% 62 GATORADE RTS BEVERAGE 114,343.80 85,366.00 34% 63 DOMINOS PIZZA RESTAURANT 114,334.20 121,610.90 -6% 64 SEARS DEPT SALES ANNOUNCEMENT 114,257.10 109,156.70 5% 65 SINGULAIR RX 114,244.00 50,753.40 125% 66 ZOLOFT DEPRESSION RX 114,228.70 48,587.20 135% 67 PREVACID HEARTBURN RX 113,987.00 81,904.20 39% 68 NEXTEL CELLULAR SERVICE 113,202.40 94,436.80 20% 69 BUDWEISER BEER 112,832.90 129,739.90 -13% 70 ALLEGRA ALLERGY RX 111,397.10 119,936.80 -7% 71 DODGE TRUCKS RAM PICKUP 111,346.10 103,076.80 8% 72 EXPEDIA.COM TRAVEL SVC ONLINE 111,094.90 49,975.30 122% 73 LIPITOR CHOLESTEROL RX 109,775.10 79,844.30 37% 74 TOYS R US STORE 108,496.80 97,442.60 11% 75 COCA-COLA CLASSIC SOFT DRINK 107,649.00 94,333.20 14% 76 APPLEBEES NGHBRHD GRL&BR 106,141.50 93,538.00 13% 77 WASHINGTON MUTUAL BANK CONSUMER SVC 105,205.30 70,265.50 50% 78 SBC COMMUNICATIONS RESIDENTIAL 105,047.20 2,801.70 3649% 79 AT&T WIRELESS STORE 104,469.30 44,959.90 132% 80 CLARINEX ALLERGY RX 104,141.40 128,648.60 -19% 81 FORD AUTO&TRK VAR 103,772.10 103,360.90 0% 82 JEEP VEHICLES VAR 103,458.20 73,199.50 41% 83 HONDA AUTOS ACCORD 103,172.00 119,962.10 -14% 84 AMERICAN EXPRESS CREDIT CARD 102,868.20 101,118.00 2% 85 SOUTHWEST AIRLINES DOM 102,414.50 121,390.20 -16% 86 PROGRESSIVE AUTO INSURANCE 101,798.90 110,552.50 -8% 87 ADVAIR ASTHMA RX 101,274.30 108,126.50 -6% 88 TOYOTA AUTOS CAMRY 100,851.60 135,217.90 -25% 89 CINGULAR WIRELESS STORE 100,608.50 72,552.90 39% 90 MAZDA AUTOS 6 99,594.40 31,040.40 221% 91 SEARS DEPT APPLIANCES 99,580.00 90,187.70 10% 92 ROOMS TO GO FURN STR 98,246.10 79,819.30 23% 93 VERIZON WIRELESS STORE 98,196.90 97,874.80 0% 94 ZYRTEC ALLERGY RX 98,049.20 74,415.30 32% 95 BOSE CORP AUDIO PDTS DR 97,877.00 81,512.30 20% 96 JEEP VEHICLES GRAND CHEROKEE 96,972.60 86,086.60 13% 97 NIKE SNEAKERS MEN 96,448.90 60,601.30 59% 98 WOMENS MKTG&SPORTS INC 95,955.80 85,524.70 12% 99 ARBYS RESTAURANT 95,837.90 97,882.80 -2% 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. www.brandweek.com
RANK/ BRAND America’sTop 2000 Brands BRAND INDEX AMERICAN EXPRESS FIN ADV CON SVC 858 2003 TOTAL 2002 TOTAL 101 DISH NETWORK SATELLITE SYSTEM 95,797.50 41,847.20 129% 102 NEXTEL WIRELESS SERVICE 95,300.20 66,411.20 44% 103 CHILIS GRILL&BAR REST 94,814.40 80,515.30 18% 104 SATURN AUTOS ION 94,568.20 0 NA 105 DODGE TRUCKS CARAVAN 94,379.30 88,861.00 6% 106 PETMEDS EXPRESS MISC DR 93,382.20 60,494.50 54% 107 VIAGRA IMPOTENCE RX 93,239.00 87,354.70 7% 108 MEDIA NETWORKS SERVICE 93,226.90 75,920.60 23% 109 CREST WHITESTRIPS DENTAL WHTNG SYS 92,885.80 67,371.90 38% 110 KOHLS DEPT MISC 91,913.10 82,276.10 12% 111 RED LOBSTER RESTAURANT 91,430.30 74,363.70 23% 112 PEPSI SOFT DRINK 89,914.00 72,898.60 23% 113 FLONASE NASAL RX 89,755.10 76,857.80 17% 114 OLD NAVY CLOTHING STORE MEN & WOMEN 89,273.20 6,799.20 1213% 115 ALLSTATE AUTO INSURANCE 89,168.30 40,719.30 119% 116 KMART DISC MISC 89,032.20 122,304.80 -27% 117 VISA CHECK CARD 89,026.30 93,842.90 -5% 118 NISSAN TRUCKS MURANO 88,772.20 2,354.00 3671% 119 OFFICE DEPOT OFFICE SUPP 88,620.80 116,179.40 -24% 120 PONTIAC AUTOS GRAND PRIX 88,341.40 15,400.30 474% 121 ALLTEL WIRELESS SERVICE 87,930.40 52,799.10 67% 122 IBM E-BUSINESS SERVICES 87,653.10 137,161.80 -36% 123 UPS UNITED PARCEL SVC DOM & INTL 87,068.50 70,065.00 24% 124 DISCOVER CARD CREDIT CARD 86,923.40 86,371.10 1% 125 INTEL CENTRINO COMPUTER COMPONENTS 86,885.50 0 NA 126 AT&T RESIDENTIAL 86,791.30 25,387.60 242% 127 CELEBREX ARTHRITIS RX 86,654.80 81,061.10 7% 128 OLIVE GARDEN RESTAURANT 86,283.70 82,123.70 5% 129 FORD TRUCKS EXPLORER 86,013.80 60,594.90 42% 130 PAID PROGRAM COMMERCIAL 85,903.40 138,011.40 -38% 131 HUMMER VEHICLES H2 85,835.10 39,519.70 117% 132 CITIBANK CONSUMER SERVICES 84,816.00 20,833.60 307% 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% 136 CHARLES SCHWAB CONSUMER SERVICES 83,570.30 152,117.60 -45% 137 GE GENERAL ELECTRIC CO CP 82,597.80 64,336.90 28% 138 ZOCOR CHOLESTEROL RX 80,535.30 93,281.40 -14% 139 NISSAN AUTOS MAXIMA 80,335.80 67,169.70 20% 140 1-800-CALLATT 79,354.10 118,822.20 -33% 141 FORD AUTOS FOCUS 79,284.50 60,923.10 30% 142 CVS DRUG STORE 79,036.90 58,806.30 34% 143 DELL DIMENSION&INSPIRON CMPTR PDT DR 78,762.90 88,134.80 -11% 144 VIOXX OSTEOARTHRITIS RX 77,649.10 70,338.80 10% 145 PLAVIX BLOOD THINNER RX 77,347.90 53,295.70 45% 146 SATURN DLR ASSN VAR AUTOS 76,467.80 96,540.40 -21% 147 CHRYSLER TRUCKS TOWN & COUNTRY 76,280.90 61,996.10 23% 148 VOLKSWAGEN TRUCKS TOUAREG 76,237.40 0 NA 149 DODGE TRUCKS DURANGO 76,116.10 26,148.70 191% 150 NISSAN TRUCKS XTERRA 75,778.50 108,940.20 -30% Source: TNS/CMR. Note: Brands are ranked by U.S. media spending in thousands of dollars. % CHG. RANK/ BRAND 151 PROCRIT ANEMIA RX 74,841.50 75,089.70 0% 152 HYUNDAI AUTOS SONATA 74,835.90 30,839.30 143% 153 WALT DISNEY WORLD 74,335.20 82,693.70 -10% 154 DIR GENERAL SERVICES 74,243.50 59,619.70 25% 155 US ARMY 73,999.40 85,367.50 -13% 156 SBC COMMUNICATIONS INC CP 73,626.70 71,287.00 3% 157 IMITREX MIGRAINE RX 73,506.90 70,913.70 4% 158 HALLMARK GOLD CROWN STR 72,542.80 34,199.60 112% 159 CHEVROLET DLR ASSN VAR AUTO&TRK 72,536.50 85,127.90 -15% 160 MAZDA DLR ASSN VAR AUTO&TRK 72,285.70 68,657.70 5% 161 ACURA AUTOS TL 71,684.20 69,716.60 3% 162 STAPLES OFFICE SUPPLY 71,670.10 70,973.30 1% 163 AMERICAN EXPRESS BLUE CREDIT CARD 71,305.20 9,124.80 681% 164 KIA TRUCKS SORENTO 71,238.60 51,078.90 39% 165 VALTREX HERPES RX 70,599.10 46,771.10 51% 166 VOLKSWAGEN AUTOS JETTA 70,550.40 97,559.40 -28% 167 DE BEERS DIAMONDS 70,331.40 63,622.30 11% 168 VOLKSWAGEN AUTOS BEETLE 69,513.30 54,027.80 29% 169 HBO CABLE TV 69,280.30 80,772.30 -14% 170 PAPA JOHNS PIZZA REST 69,123.40 56,274.70 23% 171 BOUNTY PAPER TOWELS 69,032.50 48,515.30 42% 172 ROYAL CARIBBEAN CRUISES 68,758.50 71,494.00 -4% 173 MICROSOFT CORP CP 68,631.30 8,779.20 682% 174 CASTALIAN MUSIC VAR RECORDINGS DR 68,352.20 76,193.30 -10% 175 GMC TRUCKS ENVOY 68,291.20 66,961.00 2% 176 SATURN AUTO&TRK VAR 67,782.00 14,747.20 360% 177 CARMAX AUTO SUPERSTORE 67,587.00 47,379.30 43% 178 ELIDEL ECZEMA RX 67,285.50 0 NA 179 MSN INTERNET SERVICES 67,284.70 82,211.00 -18% 180 ROBINSONS MAY DEPT SALES ANNC 67,163.70 78,112.80 -14% 181 JACK IN THE BOX REST 66,925.20 72,848.10 -8% 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% 185 WACHOVIA BANK CONSUMER SERVICES 66,146.90 11,312.00 485% 186 LEXUS TRUCKS RX 330 65,780.50 0 NA 187 CHEVROLET TRUCKS TRAILBLAZER 65,569.70 90,755.00 -28% 188 TIME WARNER CABLE CO 65,498.00 64,463.00 2% 189 ECKERD DRUG STORE 65,333.10 67,535.50 -3% 190 LIBERTY TRAVEL AGENCY 65,197.90 64,963.50 0% 191 CHEVROLET AUTOS MALIBU 65,039.10 5,892.70 1004% 192 IBM E-BUS/DEMAND SVC 64,744.20 8,182.40 691% 193 CLAIROL NICE N EASY HAIR COLOR 64,655.00 20,228.40 220% 194 ALBERTSONS FOOD STORES 63,318.00 73,664.70 -14% 195 ITT TECHNICAL INSTITUTE 63,029.00 59,940.60 5% 196 TGI FRIDAYS RESTAURANT 63,005.30 44,842.00 41% 197 FORD DLR ASSN F-SERIES 62,937.10 40,477.50 55% 198 HYUNDAI TRUCKS SANTA FE 62,719.50 64,418.40 -3% 199 SAFEWAY FOOD STORE 62,320.90 37,664.40 65% 200 PHILIP MORRIS COS INC PUBLIC SERVICE 62,190.20 37,955.60 64% www.brandweek.com JUNE 21, 2004 S71 2003 TOTAL 2002 TOTAL % CHG. AMERICAN EXPRESS GIFT CHEQUES 1454 AMERICAN EXPRESS TRAVELERS CHEQUES 1373 AMERICAN FURN WAREHOUSE 873 AMERICAN LEGACY FNDTN 842 AMERICAN PLASTICS CNCL 574 AMERICAN RED CROSS 1886 AMERICAN STOCK EXCHANGE 645 AMERICAS BEST CNTCTS&EYE 1708 AMERIDEBT COUNSELING CONSUMER SVC 643 AMERIQUEST MORTGAGE CONSUMER SVC 231 AMERITRADE BROKERAGE ONLINE 537 AMICA VAR INSURANCE 1933 AMSOUTH BANK CONSUMER SERVICES 1384 AMSTEL LIGHT BEER 538 AMTRAK RAILROAD 755 ANDERSEN WINDOWS 1228 ANDROGEL TESTOSTERONE RX 1775 ANHEUSER-BUSCH VAR BEERS 601 ANTWERPEN MOTORCARS 1524 APPLE IPOD MP3 PLAYER 384 APPLE POWER MAC G5 COMPUTER 760 APPLE POWERBOOK G4 PORTABLE COMPUTER 1423 APPLE POWERBOOK PORTABLE COMPUTER 1041 APPLE VACATIONS TRAVEL 626 APPLEBEES NGHBRHD GRL&BR 76 APPLEMUSIC.COM STORE ONLINE 1720 AQUAFINA PURIFIED WATER 683 AQUAFRESH EXTREME CLEAN TOOTHPASTE 829 AQUOS TV 1093 ARBOR MIST WINE BLENDERS 1989 ARBYS RESTAURANT 99 ARCHER DANIELS MIDLAND CP 1405 ARDLEIGH-ELLIOTT COLLECTIBLES DR 1437 ARICEPT ALZHEIMERS RX 351 ARIMIDEX BREAST CANCER RX 766 ARM&HAMMER ADVANCE WHITE TOOTHPASTE 1549 ARM&HAMMER COMPLETE CARE TOOTHPASTE 1980 ARRID TOTAL SOLID AP/DEOD 1992 ART INSTITUTE INTL 1510 ART INSTRUCTION CORR SCH DR 1586 ART VAN FURNITURE STORE 627 ARTISAN BOAT TRIP MOVIE 1730 ASHLEY FURN HOME STR 911 ASHTON-DRAKE GALLERIES CLCTBLS DR 894 AT&T LONG DISTANCE RESIDENTIAL 1213 AT&T MLIFE WIRELESS SERVICE 5 AT&T PREPAID WIRELESS SERVICE 660 AT&T RESIDENTIAL 126 AT&T WIRELESS SERVICE 6 AT&T WIRELESS STORE 79 ATA AMERICAN TRANS AIR DOM 600 ATLANTIS RESORT BAHAMAS 1645 AUDI AUTOS A4 LEASING 1739 AUDI AUTOS A8 371 AUDI DLR ASSN VAR AUTOS 405 AUTOTRADER.COM DLR ONLINE 1117 AUTOZONE PARTS STORE 238 AVANDIA DIABETES RX 503 AVAYA INC CP 1288 AVEENO CLEAR COMPLEXION FMNG CLNSR 703 AVEENO POSITIVELY RDNT DLY FCL MSTRZ 832 AVEENO POSITIVELY SMOOTH MSTRZNG LTN 1308 AVENTIS SA DVT 1003 AVIS RENT-A-CAR 912 AVLIMIL FEMALE SXL DSFNCTN MDCN 529 AVON ANEW RETROACTIVE SKIN CREAM 1630 AXE DEOD BODY SPRAY 1071 AXE ESSENCE DEOD BODY SPRAY 1856 B&H PHOTO CORP MULTI-PDTS DR 1600 BACARDI SILVER MALT LIQUOR 966 BAERS FURNITURE STORE 1472 BAHAMAS TP 1698 BAILEYS IRISH CREAM LIQUEUR 1977 BALL PARK HOT DOGS 1792 BALLY TOTAL FITNESS CLUB 466 BAN BEAUTIFULLY SMOOTH SOLID AP/DEOD 1979 BANANA REPUBLIC APPAREL 1883 BAND-AID LIQUID BANDAGES 1499 BANK OF AMERICA CONSUMER SERVICES 49 BANK OF AMERICA ONLINE 1306 BANK ONE CONSUMER SERVICES 255 BANK ONE MASTERCARD & VISA 982 BANK ONE PLATINUM VISA 606 BANK ONE VISA 474 BANKRATE CONSUMER SERVICES 1740 BARGAIN NETWORK AUCTIONS 663 BARILLA PASTA 1793 BASSETT FURNITURE DIRECT 1212 BAYER ASPIRIN PAIN REMEDIES 1928 BEEF INDUSTRY COUNCIL BEEF 1673 BELLSOUTH BUSINESS 1260 BELLSOUTH BUSINESS & RESIDENTIAL 884 BELLSOUTH FASTACCESS INTERNET SVC 983 BELLSOUTH RESIDENTIAL 383 BENADRYL ALLERGY CAPLETS 771 BENEFIBER FIBER LAXATIVE 1679 BENJAMIN MOORE PAINT 849 BEST BUY ELECT STR 11 BEST WESTERN HOTELS 1570
Page 1 and 2: A SPECIAL REPORT nD Bra s r su u pE
Page 3 and 4: Superbrands EDITOR’S NOTE Heeding
Page 5 and 6: www.brandweek.com JUNE 21, 2004 S7
Page 7 and 8: Superbrands decline of the departme
Page 9 and 10: Superbrands attire rowing a mahogan
Page 11 and 12: Superbrands BRAND Sales Struggle as
Page 13 and 14: Superbrands BRAND In Tight Market,
Page 15 and 16: Superbrands BRAND ascension to Merc
Page 17 and 18: BEER, WINE and LIQUOR the wall. Mil
Page 19 and 20: Superbrands BRAND Colas Stuck in th
Page 21 and 22: Superbrands BRAND Microsoft Tries t
Page 23 and 24: Superbrands BRAND Amid Changing Dem
Page 25 and 26: Superbrands BRAND A Latte with That
Page 27 and 28: ENTERTAINMENT of the class,” said
Page 29 and 30: Superbrands BRAND Say Goodbye to
Page 31 and 32: Superbrands BRAND Crowded Low-Carb
Page 33 and 34: FOOD The Atkins backlash, meanwhile
Page 35 and 36: Superbrands BRAND Crest Gaining on
Page 37 and 38: Superbrands BRAND In a Rather Dirty
Page 39 and 40: Superbrands BRAND Gas Companies Ble
Page 41 and 42: PHARMACEUTICAL/PRESCRIPTION DRUGS D
Page 43 and 44: RETAIL to open as many as 100 store
Page 45 and 46: TOBACCO Consumption Down Slightly A
Page 47 and 48: TRAVEL Low-Fare Airlines Rule Skies
Page 49: WORLD WIDE WEB Web Players: Let’s
Page 53 and 54: BRAND INDEX America’sTop 2000 Bra
Page 69: BRAND INDEX America’sTop 2000 Bra

Superbrands 2004 - Brand Autopsy

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?