Hillary Clinton might love her BlackBerry, but most consumers find the brand fails to meet their expectations.
That’s the finding by Brand Keys which revealed the brands measuring up best against their respective category ideals, with brands such as Apple and Netflix topping their lists.
Now, Brand Keys has released its list of the brands that are faring the worst on this measure.
As part of its study, which was based on a proprietary survey-based method, Brand Keys assigned a percentage score to 540 brands across 64 categories. A brand’s engagement score is the degree to which it meets expectations against a consumer-generated category-specific ideal.
That ideal is itself based on path-to-purchase drivers that are distinct for each category. By ranking brands against their category ideals, the study is able to then generate cross-category rankings.
And that’s what Brand Keys has done in this latest release, identifying the brands that performed worst in their respective categories and then measuring which had the 10 lowest brand engagement scores.
Without further ado, the 10 brands with the most work ahead of them are:
- Blackberry (25%);
- Radio Shack (34%);
- Blockbuster On Demand (37%);
- Kobo (40%);
- Sears (42%);
- Tylenol (46%);
- McDonald’s (49%);
- Abercrombie & Fitch (50%);
- Coty Cosmetics (53%); and
- Budweiser (58%).
Three of those brands – Blackberry, Sears, and Coty Cosmetics – were also on last year’s list of least engaging brands. Each has a lower engagement score this year than last, with Blackberry at the bottom of the charts again.
Indeed, Blackberry’s engagement score of 25% distantly trails Apple’s leading score of 82% in the smartphone category.