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Date: 1998-08-23
Bills als Brands-.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- Bills als Brands Was wäre, wenn die Nachnamen der Bills Markenenamen würden? Die Marke Clinton wäre unten durch, die Marke Gates so beliebt wie IBM. Die (deutschsprachige) Hitliste der geheimen Fehlermeldungen von Win98 finden sie hier: http://www.attacke.com/0798/seite01.html -.-.- --.- -.-.- --.- -.-.- --.- August 21, 1998 Which "Bill" packs a better brand name in the eyes of American consumers -- Bill Gates or Bill Clinton? It's no contest. Gates wins in a landslide. That's the conclusion of a July marketing survey by Techtel Corp., a Silicon Valley market measurement and systems firm. Mike Kelly, Techtel CEO, decided to measure the "brand equity" of Clinton and Gates as if they were product lines. He secured 2,200 responses from consumers, technology execs, and business professionals. Why? "Nowadays, everything is branded, so people should also have brands," Kelly says. "An attractive brand is the key to acquiring new customers, investors, and employers, and a high positive opinion ratio indicates the popularity of the product." The results: Even before Clinton's Aug. 17 admission that he had an "improper relationship" with White House intern Monica Lewinsky, the President seemed to be suspect goods. Clinton's positive opinion ratio was only 43% -- about equal to what consumers give to their local cable company. Gates, on the other hand, scored a positive opinion ratio of 73% -- on par with Kodak and IBM. Gates scored an even more impressive 83% with consumers alone. Says Kelly: "When we measure effectiveness of technology brands, any positive opinion ratio below 70% signals trouble for the brand." By Alicia Pawlak in Washington BUSINESS WEEK ONLINE relayed by illusions <illusion@silcon.com> via <dc-stuff@merde.dis.org> -.-.- --.- -.-.- --.- -.-.- --.- TIP Download free PGP 5.5.3i (Win95/NT & Mac) http://keyserver.ad.or.at/pgp/download/ -.-.- --.- -.-.- --.- -.-.- --.- - -.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- edited by published on: 1998-08-23 comments to office@quintessenz.at subscribe Newsletter - -.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- -.-. --.- 
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