This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

These Companies Need Rebranding

NEW YORK (TheStreet) - It should go without saying that the better a company engages its brand with consumers, the better the sales will be. Of course, the opposite is also true - companies that have poor brand engagement are likely suffering from sales declines and probably larger strategic and financial issues.

Brand engagement is defined as the degree to which a brand is seen to meet the expectations consumers hold for the 'ideal' company in a particular industry as measured by positive consumer behavior towards the company and brand loyalty.

"A brand can't do well in today's marketplace if it can't engagement consumers, no matter how many ads are run and no matter how much social networking one does," says Robert Passikoff, founder and president of Brand Keys, a New York-based loyalty and emotional engagement research consultant. "Brand engagement correlates very highly with positive consumer behavior, sales and profits."

The 2014 Brand Keys' Customer Loyalty Engagement Index ranks brands according to consumer engagement, with the ideal company scoring 100%. The annual ranking surveys approximately 32,000 consumers, ages 18 to 65, who self-selected categories and brands in which they shop at and participate with. The interviews were conducted via telephone, face-to-face and a small portion online over the month of January.

Top category performers in the index include: Jet Blue (JBLU) for airlines, Dunkin' Donuts for coffee, UPS (UPS) for parcel delivery, Domino's (DPZ) for pizza, Apple (AAPL) for smartphones, L Brand's (LB) Victoria's Secret for apparel and Amazon (AMZN) for online retailers, among others.

"Where engagement is high consumers behave better toward a brand and the brand sees more sales and, along with that, should also see increased share and profits," Passikoff says in a release. "Where engagement is low, the reverse happens. Always."

Brand Keys says that a benchmark for brand success is a score that is higher than 85%. Here are the 10 least engaged brands in descending order:

1 of 11

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,156.85 +24.88 0.15%
S&P 500 2,001.57 +2.59 0.13%
NASDAQ 4,562.1890 +9.43 0.21%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs