Welcome!

News Feed Item

Super Bowl Yields Brand Loyalty Leaders And Laggards

RUSSELL WILSON AND CHOBANI SCORE BIG GAME VICTORIES, WHILE PEYTON MANNING AND BEATS BY DR. DRE FALTER

PHILADELPHIA, Feb. 3, 2014 /PRNewswire/ -- Seattle Seahawks quarterback Russell Wilson and Greek-style yogurt maker Chobani scored the most significant increases in brand admiration and loyalty as a result of their 2014 Super Bowl appearances, making them the clear Loyalty Leaders following this year's Big Game. Denver Quarterback Peyton Manning and advertiser Beats by Dr. Dre emerged as the most significant Big Game brand loyalty Laggards, each registering significant declines in admiration and loyalty despite high post-game familiarity scores.

The study, conducted by Fidelum Partners, a research-based consulting firm that specializes in brand loyalty insights and strategy, tracked consumer awareness, loyalty and perceptions of five celebrities and five brands before and after the Super Bowl to determine which of these gained and lost the most as a result of their involvement during The Big Game. The celebrities tracked included Peyton Manning, Marshawn Lynch, Russell Wilson, Richard Sherman and Bruno Mars. The brands evaluated included Butterfingers, Chobani, Intuit, SodaStream and Beats by Dr. Dre. Surprise Super Bowl MVP Marcus Smith, the game standout linebacker for Seattle, was included only in the post-game testing.

"In addition to being the mother of all sporting events in America, the Super Bowl is also the "birth mother" of several new household brand names each year," said Chris Malone, Managing Partner of Fidelum Partners. "Russell Wilson and Chobani each cut through the clutter and hype surrounding the Big Game to win the hearts and minds of significantly more Americans than other performers and brands."  

The study found that Russell Wilson's solid 206 yards passing and two touchdowns with no interceptions increased his public admiration of 51 to 57, on a 100 point scale, among American adults following the Big Game.  Similarly, Chobani's humorous hungry bear Super Bowl ad caused its brand loyalty to grow from 36 to 47 on the same 100 point scale, following The Big Game.

Peyton Manning and Beats by Dr. Dre Falter

Despite the surprising gains scored by Russell Wilson and Chobani, some brands also suffered disappointing losses in loyalty as a result of their Big Game performances. Despite a strong post-game brand familiarity score of 64%, public loyalty toward Denver Broncos quarterback Peyton Manning declined from 63 to 57 following his disappointing two interception performance in the Super Bowl. Similarly, brand loyalty for the Beats by Dr. Dre brand declined from 46 to 42 on a 100 point scale, despite solid post-game brand familiarity of 60%. 

"While certainly well-known and respected, both Peyton Manning and Beats by Dr. Dre clearly left viewers feeling substantially less admiration and loyalty toward them following their exposure in Super Bowl," added Malone. "This clearly shows that high profile Super Bowl exposure alone is no guarantee of increased loyalty or admiration - for both celebrities and brands."     

About The Study

This study was conducted in two parts. The first wave was conducted on January 29th and the second immediately following the Super Bowl on February 2nd and 3rd, 2014.  The study was conducted online by Fidelum Partners from a panel of 7,000 double opt-in participants that is representative of the U.S. adult population. The study examined the brand familiarity, loyalty and warmth and competence perceptions of consumers toward five celebrities and brands that participated in the 2014 Super Bowl. The celebrities examined Peyton Manning, Marshawn Lynch, Russell Wilson, Richard Sherman and Bruno Mars. The brands studied included Butterfingers, Chobani, Intuit, SodaStream and beats by Dr. Dre. Full details of the study will be available at http://LoyaltyTest.com.

About Fidelum Partners

Fidelum Partners is a research–based, consulting and partnership marketing firm that helps organizations achieve sustained performance. Managing Partner Chris Malone is a recognized expert on customer and employee loyalty, particularly as relates to sports, entertainment and partnership marketing. His recently published book, The HUMAN Brand: How We Relate to People, Products and Companies details his loyalty research on over 45 well-known companies and brands.  The firm is located in Philadelphia, PA. For more information visit http://www.Fidelum.com or http://TheHUMANBrand.com

 

SOURCE Fidelum Partners

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Most companies are adopting or evaluating container technology - Docker in particular - to speed up application deployment, drive down cost, ease management and make application delivery more flexible overall. As with most new architectures, this dream takes a lot of work to become a reality. Even when you do get your application componentized enough and packaged properly, there are still challenges for DevOps teams to making the shift to continuous delivery and achieving that reduction in cost ...
Translating agile methodology into real-world best practices within the modern software factory has driven widespread DevOps adoption, yet much work remains to expand workflows and tooling across the enterprise. As models evolve from pockets of experimentation into wholescale organizational reinvention, practitioners find themselves challenged to incorporate the culture and architecture necessary to support DevOps at scale. In his session at @DevOpsSummit at 20th Cloud Expo, Anand Akela, Senior...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
SYS-CON Events announced today that Twistlock, the leading provider of cloud container security solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Twistlock is the industry's first enterprise security suite for container security. Twistlock's technology addresses risks on the host and within the application of the container, enabling enterprises to consistently enforce security policies, monitor...
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, pane...
The goal of Continuous Testing is to shift testing left to find defects earlier and release software faster. This can be achieved by integrating a set of open source functional and performance testing tools in the early stages of your software delivery lifecycle. There is one process that binds all application delivery stages together into one well-orchestrated machine: Continuous Testing. Continuous Testing is the conveyor belt between the Software Factory and production stages. Artifacts are ...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across supply chain networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost and time for product recall as well as advance trade. Are you curious about Blockchain and how it can provide you with new opportunities for innovation and growth? In her session at 20th Cloud Exp...
@ThingsExpo has been named the Most Influential ‘Smart Cities - IIoT' Account and @BigDataExpo has been named fourteenth by Right Relevance (RR), which provides curated information and intelligence on approximately 50,000 topics. In addition, Right Relevance provides an Insights offering that combines the above Topics and Influencers information with real time conversations to provide actionable intelligence with visualizations to enable decision making. The Insights service is applicable to eve...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Developers want to create better apps faster. Static clouds are giving way to scalable systems, with dynamic resource allocation and application monitoring. You won't hear that chant from users on any picket line, but helping developers to create better apps faster is the mission of Lee Atchison, principal cloud architect and advocate at New Relic Inc., based in San Francisco. His singular job is to understand and drive the industry in the areas of cloud architecture, microservices, scalability ...