B2C
CATEGORY:
video game
software
WINNER:
| ACPP Score | |
|
|
| Awareness | 60% |
| Consideration | 49% |
| Preference | 40% |
| Purchase Intent | 37% |
| Brand Impact Score | .71 |
|
|
| Brand Power Rating | .61 |
| Brand Reputation Rating | .84 |
| Judge's Rating | .78 |
Award Accepted By:
Rod Swanson
Judges Comments
"In this category, EA has 55% market share and is the driving force. They are really good at keeping customers. A very strong brand."
"The lesson learned here is that Microsoft and Sony who don’t make a living making gaming software are still toward the top of the chart. This talks to the power of brand in terms of halo effect. They have power in a category that isn’t their category."
| Top Three Brands in Category | ||||
Brand Impact |
Brand Power |
Brand Reputation |
Judges Rating |
|
| 1. Electronic Arts | 0.71 |
0.61 |
0.84 |
0.78 |
| 2. Microsoft | 0.65 |
0.70 |
0.81 |
0.44 |
| 3. Sony | 0.65 |
0.65 |
0.79 |
0.56 |
