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Consumer Electronics

Digital Revolution to Be Televised

By Steve Miller

The digital age is here. Once the Federal Communications Commission officially kills the analog signal that sends much of the TV programming to our homes, the digital conversion will be complete. While such continued sales is on balance good news for the industry, the money isn't all flowing to "superbrands" like Sony. Upstarts like Vizio, with its promise of "Where vision meets value," and Westinghouse have made inroads by undercutting the competition.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

CONSUMER ELECTRONICS

1. Sony

BBDO, NY; 180, Los Angeles

153.60

7.72

7.61

67.6

2. Samsung

Leo Burnett / Chicago, IL

113.8

7.16

7.03

62.4

3. Sharp

Lowe / New York, NY

88.1

7.02

6.88

60.3

4. LG

BBH / New York, NY

61.1

7.39

7.13

63.9

5. Toshiba

Young & Rubicam / Irvine, CA

6.72

6.25

55.3

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Sources: NPD Group/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Total sales: Total dollar volume is share of LCD TVs

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

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Superbrands Brought to You By The Branding Magazine for Industry Professionals

Each year, Brandweek publishes a special report called Superbrands. This report highlights the strategies of brands in 22 different categories and celebrates the movers and shakers in brand marketing. Get this exclusive report and much more when you subscribe to Brandweek Magazine.