b2c Brand of the Year

B2C Brand of the Year is awarded to the single brand that has the highest Brand impact score of all other B2C brands measured in this year's study. Amazon topped this year's list, confirming that the brand is doing an incredible job in terms of building connections with people across the brand impact lifecycle, from awareness to transaction. As a note, Amazon was also honored as the overall Brand of the Year - beating out Adobe (winner of the B2B Brand of the Year).

CATEGORY:

Internet - Pure Play

WINNER:

ACPP Score
Awareness	99%
Consideration	94%
Preference	84%
Purchase Intent	82%

Brand Impact Score	.94
Brand Power Rating	.91
Brand Reputation Rating	.91
Judge's Rating	1.00

Judges Comments

"iTunes is not a very easy to use website. It's not very easy to navigate, and it's not very intuitive. There's a lot of content, and it's pretty to look at, but they could really stand to improve the functionality because it's a barrier to entry."

"Amazon's been doing this so long, and they've got such a great model, it's tough to think of a stronger brand in this category. If there is going to be a challenger, it's likely to be a brick and mortar store, because the distinction between channels is diminishing in the mind of the consumer. Plus, if you shop at BestBuy.com, you can go pick up in the store."

"The Kindle (from Amazon) will be a great device, despite all the bad reviews, it's going to change the publishing landscape. They have over 8,000 titles already, and the books cost $10 less on average, and it hits the instant gratification factor, the concept is highly compelling."