Out-Law / Your Daily Need-To-Know

How the tech brands suffered in 2001

18 Dec 2001, 12:00 am

A survey of marketing executives has named Hewlett-Packard’s Carly Fiorina as the technology leader who most harmed their brand in 2001. The results were released today by Liquid Agency, a San Jose-based technology brand marketing firm which fielded the study in conjunction with The Sausalito Group, a strategic intelligence company, and Neale-May & Partners, a strategic marketing and communications company. The report captures the opinions of more than 700 leading technology marketers in 17 countries.

According to the results:

While financial losses and stock price depreciation were major causes for brand erosion, industry hype comes in a close third, according to respondents.
Marketers ranked the top three CEOs who most harmed their brands in 2001 as (1) Carly Fiorina, followed by (2) Oracle’s Larry Ellison and (3) Bill Gates.
The three companies voted as having best maintain brand value in 2001 were (1) Microsoft, (2) IBM and (3) Dell.
The three technology companies voted worst at maintaining brand value were named as (1) HP, (2) Compaq and (3) Cisco.