J.D. Power and Associates Reports: Bose is Recognized for Highest Audio Brand Power in the U.S.
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Auto Manufacturers Look for Co-Branding Relationships to Enhance Brand Image
WESTLAKE VILLAGE, Calif., Oct. 13 -- For a fourth consecutive year, Bose is recognized as having the strongest brand power in the United States among audio brands included in the J.D. Power and Associates 2006 Global Automotive Component Branding Study(SM).
Brand strength in the market is measured by assessing consumers' top-of-mind awareness (unaided awareness), brand name/logo recognition (aided awareness) and favorability (impression). High brand power scores indicate positive impressions and strong awareness among consumers.
With a combination of high consumer awareness and favorability, Bose demonstrates strength in the United States, receiving the highest brand power score. Bose also has strong brand power globally, setting a performance benchmark in Japan. Sony, which follows Bose in audio brand strength in the United States, performs particularly well among brands in Europe (United Kingdom, France and Germany). Kenwood, Panasonic and Pioneer also exhibit brand strength, globally.
"Automakers look for component branding relationships that consumers relate to and also will enhance their image," said Mike Marshall, director of automotive emerging technologies at J.D. Power and Associates. "Finding the best brand for components that are important to customers is critical. The automotive industry is global, so it's also vital to understand which components are important to consumers in each market."
The study finds that U.S. consumers are more likely to pay to upgrade their tires or car sound system (speakers and amplifiers). Consumers in Japan are most willing to pay for a navigation system or an upgraded car audio radio/head unit, while European consumers are most willing to pay to upgrade their navigation systems, tires or personal assistance safety services than they are to upgrade other components.
"Selecting a co-branding partner is a very strategic decision," said Marshall. "For vehicle manufacturers, this means selecting a brand that is well-known among the target audience -- which may vary by region or even by vehicle segment -- and has an image consistent with the car brand. Having a strong co-branding partnership can have a very positive impact on a manufacturer's brand and on vehicle sales, while a mismatched partnership can have significant, long-term implications for both the component brand and vehicle brand."
While some brands resonate with consumers around the globe, others clearly demonstrate regional differences. JVC, for example, earns high brand recognition (aided awareness) in the United States and Europe, but is not as well known in Japan. On the other hand, Kenwood sets the aided awareness standard in Japan, is well recognized in Europe, but is lesser known by consumers in the U.S.
In addition, the study shows that some brands have been particularly successful in building a very positive impression, despite their limited reach. While Harman/Kardon, Mark Levinson and Blaupunkt earn relatively low brand awareness globally, consumers who know the brands rate them very favorably. Other brands, such as JVC and Alpine, achieve high consumer awareness, but show room for improvement in the area of consumer favorability.
The 2006 Global Automotive Component Branding Study is based on Internet survey of 17,651 consumers who have purchased or leased a new vehicle in the past five years. Survey respondents were recruited from TestSpin (TestSpin.com), e-Rewards (e-rewards.com), and Greenfield Online (greenfieldonline.com). The study assesses brand awareness, impression and image for nearly 50 audio brands.
U.S. Audio Brand Power Score* (Based on a 1,000-point scale) Bose 729 Sony 656 Pioneer 578 Dolby 570 Panasonic 563 Alpine 547 Kenwood 544 Blaupunkt 541 Harman/Kardon 540 JVC 538 Infinity 533 THX 528 Bang & Olufsen 527 U.S. Average 526 JBL 522 Boston Acoustics 518 Denon 515 Polk Audio 512 Rockford Fosgate 511 McIntosh 508 Mark Levinson 507 Eclipse 503 Kicker 503 Aiwa 502 Monsoon 502 Technics 502 Mach 501 Dynaudio 500 Jensen 500 Lexicon 500 Logic 7 500 Clarion 499 Fujitsu Ten 498 Mitsubishi Electric 498 Delphi 492 Audiovox 482
* Brand power score measures a brand's strength by combining favorability (impression) and awareness (unaided and aided).
A higher brand power score represents a brand that is both well liked and well known.
NOTE: Included in the study but not ranked due to small sample size are ELS Surround and PhatNoise.
Global Audio Brand Power Score*
(Based on a 1,000-point scale)
United States Japan Europe**
Bose 665 729 571 594
Sony 636 656 543 660
Pioneer 571 578 536 583
Panasonic 558 563 545 554
Kenwood 543 544 553 532
Blaupunkt 539 541 N/A 565
Alpine 534 547 499 531
Harman/Kardon 529 540 500 525
JVC 526 538 478 533
Study Average 523 526 503 526
Infinity 520 533 499 509
JBL 518 522 512 515
Denon 509 515 475 520
Mark Levinson 505 507 N/A 502
Technics 505 502 484 525
Aiwa 499 502 491 496
Clarion 497 499 473 508
Delphi 493 492 496 495
* Brand power score measures a brand's strength by combining favorability (impression) and awareness (unaided and aided).
A higher brand power score represents a brand that is both well liked and well known. The bar graph represents the index score average of the five countries included in the study (France, Germany, Japan, United Kingdom and United States).
** Europe includes the United Kingdom, Germany and France.
NOTE: Chart includes brands that were evaluated by consumers in all three regions. Regional scores listed as N/A are included in the study but not ranked due to small sample size.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.