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November 14, 2005

Brand loyalty and a “back to basics” attitude among consumers have replaced the “bunker” mentality of Sept. 11, according to Brand Keys’ Customer Loyalty Index brand survivability assessment. Consumers rated 180 brands in 32 categories based on the following: the degree to which the brand was robust enough to withstand the pressures of a wartime economy, whether the brand represented lasting and solid American values and the level of confidence the consumer had in the brand.
Consumers chose Wal-Mart, Sears, Amazon.com, JC Penney and L.L. Bean in retail; “all-American” soft drinks such as Coca-Cola and Pepsi and even domestically brewed beers, such as Miller Genuine Draft, Budweiser and Bud Light. Imports suffered in a decline, according to the results of the survey.
“Consumers will be looking for continuity and reassurance,” said Robert Passikoff, president of Brand Keys, which is based in New York City. “Brands that are visible and viable—even in the face of war—will thrive. If ever there was a time to advertise, it’s now.” More info: www.brandkeys.com.
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