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米Harris Interactiveは22日、35カテゴリー、1,000以上のブランドを対象にした調査 EquiTrendの2004年度の結果を発表。オンラインブランド部門では、Google.comが１位を獲得した。2位はYahoo!、3位は Microsoft.com。Amazon.comは7位、eBayは9位。
ランキングはブランドの次の5つの項目familiarity, quality, purchase intent, brand expectations,distinctiveness を元に算出した。
Reynolds Wrap Aluminum Foil ranks #1 in OVERALL Brand Equity
| Brand | Rank | Equity* | Quality | Familiarity%** | Purchase Intent | Brand Expectations | Distinctiveness |
| Google.com | 1 | 69.3 | 7.43 | 85 | 8.23 | 7.44 | 6.65 |
| Yahoo! | 2 | 68.0 | 7.20 | 93 | 7.98 | 7.07 | 6.36 |
| Microsoft.com | 3 | 63.2 | 6.88 | 88 | 7.67 | 6.42 | 6.22 |
| HistoryChannel.com | 4 | 62.7 | 7.20 | 79 | 7.69 | 6.97 | 6.59 |
| BarnesAndNoble.com (bn.com) | 5 | 61.8 | 7.03 | 75 | 7.60 | 6.69 | 5.79 |
| Hallmark.com | 6 | 61.6 | 7.14 | 68 | 7.51 | 6.85 | 5.91 |
| Amazon.com | 7 | 61.5 | 6.94 | 77 | 7.55 | 6.69 | 6.33 |
| Discovery.com | 8 | 60.7 | 7.11 | 62 | 7.43 | 6.97 | 6.18 |
| eBay | 9 | 60.3 | 6.89 | 85 | 7.35 | 6.24 | 6.97 |
| BestBuy.com | 10 | 59.9 | 6.76 | 78 | 7.50 | 6.41 | 5.53 |
* Equity is a combination of the Quality, Familiarity and Purchase Intent variables, calculated by:
Indexing Quality, Familiarity and Purchase Intent on a scale of 1- 10
Weighted Familiarity* is then multiplied by the mean of Quality and Purchase Intent
The result is indexed on a scale of 1-100
(*Familiarity weights: 10 = 1; 7.75 = .9; 5.5 = .8) Since Familiarity was asked on a scale of 1-5, the answers are individually calibrated on a 1-10 scale for this equation.
** Percent of respondents who indicated they were (Top 3 Box) somewhat, very or extremely familiar with a brand.
ref.
Google Best Online Brand [eMarketer]
http://www.emarketer.com/Article.aspx?1002884
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