What Beats Britney and a Hummer?

Key Findings

Dominance of Internet and technology brands. The strong showing of Internet and technology companies illustrates the broad appeal these brands have throughout the country. Four Internet brands (Google, eBay, Amazon.com and Yahoo!) are among the top 10 winning brands in 2005, while the iPod brand earned the No. 1 overall spot. The release of the shuffle, nano and video iPods in 2005 combined with effective branding efforts helped iPod continue its domination of the MP3 market. Other technology brands in the top 20 include DVR, Xbox 360 and SIRIUS Satellite Radio.

Reality TV programs are out, while TV dramas are back in. In recent years, the abundance of reality television programs has offered audiences plenty of choices, but most Americans now prefer tuning in to dramatic programs. Reality shows "Survivor" and "The Apprentice (Donald Trump)" were named among the top 20 losing brands in 2005, while dramas such as "Desperate Housewives" and "Lost" were named among the winning brands.

Polarizing celebrity brands. Britney Spears, Howard Stern and Donald Trump are all deemed "losers" this year, but are all making money with their brand names. Britney Spears has a top-selling perfume, Howard Stern has a $500 million deal with SIRIUS Satellite Radio and Donald Trump continues to grow his brand empire. On the other hand, Oprah Winfrey earned tremendous positive appeal and placed third on the 2005 winning brands list. Oprah continues to generate positive buzz through her giveaways, book club, magazine and various successful extensions of her brand.

Sports Utility Vehicles lose to hybrid cars. While SUVs continue to be top-sellers in the U.S., hybrid cars win the battle, as the Ford Escape hybrid makes the winners list and the Hummer ranks No. 6 on the losers list. With the rise in gas prices and increased sensitivity to the environment, drivers realize the importance of hybrid cars and car manufacturers are responding by offering sleeker, more popular models in hybrid form.

Source: Landor Associates