CEO survey names UPS America's top brand
Shipping giant United Parcel Service has been named the country’s top business brand in the American Brand Excellence Awards 2006.
FedEx also was named a top brand. Both Atlanta-based UPS and Memphis, Tenn.-based FedEx compete with Plantation-based DHL in the package shipping business.
Respondents said they ranked UPS highly for being an industry leader, forward- thinking, easy to use, ethical, popular and a growing company.
At the end of last year and beginning of this yeay, DHL carried out a $50 million campaign topromote its customer service. The promotion followed $150 million in ads DHL took out to re-introduce itself to the U.S. market.
Yet, in the survey, almost all respondents (99 percent) said they were familiar with UPS and 91 percent said they used UPS regularly.
The awards are based on a survey conducted by American City Business Journals’ subsidiary City Business Journals Network and Russell Marketing Research.
In January and February, researchers spoke to the CEOs, business owners and presidents of companies nationwide — conducting more than 1,000 telephone interviews — to rate 235 different brands.
This is the first year UPS has been ranked best brand overall. In 2005, the company was ranked highest in the category of business services.
Brands included in the survey came from a spectrum of industries including business services, financial and insurance services, travel, technology, telecommunications and retail. They were evaluated based on attributes such as customer service, popularity with consumers, ethics, innovation and the value of the service they provided to their customers.
Following UPS, the top brands across industries were Dell, Microsoft Corp., Sony Corp., Sam’s Club, Southwest Airlines Co., QuickBooks, Costco Wholesale Corp., FedEx and Best Buy Co.
Most of those companies have operations in South Florida. In March, Dell evenagreed to buyMiami-based, high-end PC maker Alienware.
