THE MOST PRES­TI­GIOUS BRAND?

New Zealand Marketing - - Insight Creative -

Asked un­prompted which brand they saw as the most pres­ti­gious to work with in New Zealand, the over­whelm­ing con­sen­sus was Air New Zealand. Pres­tige is, of course, a sub­jec­tive ideal, de­pen­dent on a num­ber of fac­tors. How­ever, given its con­sis­tent stream of qual­ity cre­ative work, cus­tomer loy­alty, data smarts and large bud­gets, it comes as lit­tle sur­prise that the nation’s agency heads would feel proud hav­ing the air­line on their ros­ter.

Af­ter this un­prompted en­quiry, we then asked our 40 agency ex­ec­u­tives more spe­cific ques­tions about in­di­vid­ual brands op­er­at­ing in nine dif­fer­ent sec­tors. The graphs that fol­low pro­vide in­sights into how each of th­ese brands are per­ceived in terms of strate­gic think­ing, creativ­ity, ef­fec­tive­ness, fu­ture-fo­cus, dig­i­tal nous, how tra­di­tional they are, and whether they’re dis­jointed or co­he­sive.

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.