PR builds brand for complex products better than Ads

March 20, 2009 at 10:09 am Leave a comment

By Stephen Knightly
Text 100’s  (www.text100.com) Media Prominence Study suggests that public relations (they evaluated media relations specifically) may have a greater impact than advertising on brand value – especially for feature-rich, high-involvement and complicated products such as consumer electronics, and financial services and vehicles

The study calculates brand value based on Interbrand’s 2008 Best Global Brands report, show that on average 27% of brand value is tied to how often the brand name appears in the press.  For technology and computing brands (eg, Apple, IBM, Microsoft, Dell…) 48% of brand value was explained by media prominence. 23% for car brands, 20% for consumer electronics and 19% for financial services.

The full report is available from Text 100’s local partner Pursuit PR’s website.
http://www.pursuitpr.co.nz/2009/pr-is-more-powerful-than-ads-for-high-engagement-brands/

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Entry filed under: PRiNZ.

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