Atlanta Business Chronicle - May 15, 2006
http://atlanta.bizjournals.com/atlanta/stories/2006/05/15/newscolumn1.html
Marketing & Media
CEO survey names UPS America's top brand
Shipping giant United Parcel Service
Inc. has been named the country's top business brand in the American Brand
Excellence Awards 2006.
The awards are based on a survey conducted by American City Business Journals
Inc.'s subsidiary City Business Journals Network and Russell Marketing Research
Inc.
In January and February, researchers spoke to the CEOs, business owners and
presidents of companies nationwide -- conducting more than 1,000 telephone
interviews -- in order to rate 235 different brands.
Brands included in the survey came from a spectrum of industries including
business services, financial and insurance services, travel, technology,
telecommunications and retail. They were evaluated based on attributes such as
customer service, popularity with consumers, ethics, innovation and the value of
the service they provided to their customers.
Respondents ranked UPS highly for being an industry leader, forward- thinking,
easy to use, ethical, popular and a growing company. Almost all respondents (99
percent) said they were familiar with UPS and 91 percent said they used UPS
regularly.
This is the first year that UPS has been ranked best brand overall. In 2005, the
company was ranked highest in the category of business services.
Following UPS, the top brands across industries were Dell Inc., Microsoft Corp.,
Sony Corp., SAM's CLUB, Southwest Airlines Co., QuickBooks, Costco Wholesale
Corp., FedEx and Best Buy Co. Inc.
