Ngenzuzo engenayo elahlwayo kanye nesifiso sokunethezeka, izinkulungwane zeminyaka zinika umfutho emikhiqizweni yezokuvakasha — ikakhulukazi izindiza kanye nezindlela zokuhamba ngesikebhe — ngokusho kocwaningo olusha olwenziwe yi-The Harris Poll's 29th EquiTrend Study, olinganisa impilo yomkhiqizo ngokuhamba kwesikhathi.
Ucwaningo lukhombisa nokuthi izinkulungwane zeminyaka zisemuva komfutho wokuthuthukisa imikhakha yokwabelana ngomnotho. Ucwaningo lukaHarris Poll lwembula izinhlobo eziqine kunawo wonke emithonjeni yezindaba, ezokuhamba, ezezimali, ezezimoto, ezokuzijabulisa, ezokudayisa, ezokudlela, ezobuchwepheshe, ezasekhaya nezingeyona inzuzo ngokuya ngempendulo yabathengi.
Ngenkathi ukulingana phakathi kwemikhiqizo yokuhamba kuzinzile ngokuphelele, ucwaningo lukaHarris Poll lukhombisa ukuthi ukulingana komkhiqizo wendiza kukhuphuke ngamaphuzu ama-4 phakathi kweminyaka eyizinkulungwane ngokuqhathaniswa nonyaka owedlule, kuyilapho imigqa yokuhamba ngolwandle inyuse amaphuzu ama-3. Amahhotela abone ukwanda okuncane (+1.3) phakathi kweminyaka eyizinkulungwane. Njengoba ukulingana komkhiqizo kuvame ukumelana nokunyakaza, inzuzo izuza futhi yehle phakathi kwezigaba zokuhamba ibalulekile.
"Uma sibheka ukuthi izinkulungwane zeminyaka zikuphi ezimpilweni zabo, singaqonda ukuthi kungani benomthelela omuhle kwezempilo yomkhiqizo embonini yezokuvakasha," kusho uJoan Sinopoli, iphini likamongameli wezixazululo zezimpawu ku-Harris Poll. “Iminyaka eyizinkulungwane zakudala isondela eminyakeni engama-40 ubudala neminyaka yabo yokuqala yokuhola isengaphambi kwabo. Banemali engenayo abangayisebenzisa ukuze banelise isifiso sabo sokuzwa umhlaba ngenkathi behlola izifiso zabo zokunethezeka. ”
I-EquiTrend Brand Equity Index inezici ezintathu — Ukujwayeleka, Ukucatshangelwa Kwekhwalithi Nokuthengwa — okuholela ekulinganisweni kokulingana komkhiqizo komkhiqizo ngamunye. AbakwaBrands abasezingeni eliphezulu ngokulingana bathola umklomelo weHarris Poll EquiTrend “Brand of the Year” ngezigaba zabo. Kulo nyaka, abathengi abangaphezu kuka-100,000 4,000 base-US bahlole ngaphezu kwama-100 brand (kufaka phakathi ama-450 brand brand) ezigabeni ezingaphezu kuka-XNUMX.
Izinhlobo Zonyaka Zokuhamba ze-Harris Poll EquiTrend Zokuhamba
I-Award Category Brand
Isevisi Egcwele Yezindiza ZaseMelika Izindiza
I-Value Airline Southwest Izindiza
I-Cruise Line Royal Caribbean
Umnotho Ihhotela Microtel Inn & Suites
I-Extended Stay Hotel Homewood Suites ka-Hilton
Ihhotela likanokusho i-JW Marriott
Midscale Ihhotela Hampton Inn & Suites
Ihhotela Eliyi-Premium (TIED)
IHilton Hotels & Resorts kanye neMarriott Hotels
Ihhotela eliphezulu I-Courtyard Marriott
Isevisi Yokuhamba Ku-inthanethi ye-TripAdvisor
I-Rental Car Enterprise Rent-A-Car
Ama-Millennials Push American Airlines aya kuMhlonishwa Wayo Wokuqala Wonyaka
Iqhutshwa yiminyaka eyizinkulungwane, i-American Airlines ithole udumo lwayo oluphelele lwe-Full Service Airline Brand of the Year1, yeqa amaphuzu angu-7 okulingana nalesi sizukulwane. I-American Airlines inesilinganiso sokulingana esiphakeme phakathi kwezinkulungwane zeminyaka kuneDelta ne-Alaska / Horizon Airlines, womabili lawa ayengama-Full Service Airline Brands of the Year.
"I-American Airlines 'iqede ukuhlangana kwayo ne-US Airways ngokuphazamiseka okuncane, yakwazi ukushintsha kahle uhlelo lwayo lwamaflaya futhi yandisa isevisi yayo ye-inthanethi - konke okuvelele emehlweni ezinkulungwane zeminyaka," kusho uSinopoli. “Kodwa-ke, khumbula ukuthi umjaho wokuya phezulu ekulinganeni kohlobo lwenkampani yezindiza uqinile futhi amandla omkhiqizo waseMelika aqhutshwa i-Familiarity and Purchase consideration, okusho ukuthi bangabanikazi bendawo ephezulu yomkhiqizo ngenxa yokungena emakethe okutholwe ekuthengweni kwe-US Air. Kuzofanele baphokophele phambili ngokwehlukana ngekhwalithi ukuze baqhubeke nokuthuthukisa ukulingana kwemikhiqizo yabo.”
Kusizwa ngabakwaMillennials, iRoyal Caribbean Reclaims Cruise Line Brand Yonyaka
Ama-Millennials adudule amaRoyal Caribbean Cruises abuyela endaweni ephezulu njengeCruise Line Brand of the Year; umugqa wokuhamba ngesikebhe wabamba indawo ephezulu ngo-2012 nango-2015. IRoyal Caribbean inamaphuzu okulingana angama-70 phakathi kwezinkulungwane zeminyaka, uma kuqhathaniswa nesilinganiso sokulingana sama-63 phakathi kwabathengi jikelele.
"Ukulangazelela kweminyaka eyinkulungwane ukunethezeka kwasiza i-premium Caribbean iRoyal Caribbean ukuthola isicoco seBrand of the Year," kusho uSinopoli. “Kukonke, sibone imikhiqizo emithathu ephezulu — iRoyal Caribbean, iHolland America nePrincess Cruises — yenza inzuzo ephawulekayo ngokulingana kwezimpawu, kanti iDisney, esengozini yokushintshwa kwamakhasimende esigabeni sempilo, isilela emuva kancane,” kusho uSinopoli.
I-Value Airline Brands Outpace Full Service Izindiza
Iholwa yiSouthwest Airlines, izindiza ezinenani eliphezulu, eziqhutshwa izilinganiso zekhwalithi, ziveza izindiza ezigcwele zensizakalo ngamandla emikhiqizo. ISouthwest Airlines, iValue Airline Brand Yonyaka unyaka wesithupha olandelanayo, iphethe isilinganiso sokuqina somkhiqizo esiqine ukwedlula zonke ezinye izindiza. Phakathi kwezimpawu zokuhamba, iSouthwest Airlines ikuma-5; I-Full Service Airline Brand of the Year I-American Airlines ikleliswe endaweni yama-28.
"INingizimu-ntshonalanga inobunikazi bomkhiqizo phakathi kwezindiza zenani, kodwa iVirgin America neFrontier Airlines ziyazuza," kusho uSinopoli. "Sekukonke, nokho, zonke izindiza zidinga ukusukuma zigqame - kuyilapho iNingizimu-ntshonalanga ihlukile kubathengi babuka izindiza eziningi, ikakhulukazi izindiza ezisebenza ngokugcwele, ngokushintshana."
Ukwabelana Ngemikhiqizo Yezomnotho Kuyazuza kwiMillennial Momentum
Isigaba esisanda kufakwa ocwaningweni lokulingana lomkhiqizo kaHarris Poll, imikhiqizo yokwabelana ngomnotho ijwayele ukuba nokulingana komkhiqizo okuphansi kunikezwe ubusha besigaba kanye nokuthambekela kwayo kokunweba ezikhungweni ezinkulu zabantu. Kodwa-ke, izinkulungwane zeminyaka zisiza ukukhulisa izikolo zokulingana, ikakhulukazi i-Uber (+ amaphuzu ayi-15 phakathi kwezinkulungwane zeminyaka ngokuqhathaniswa nama-baby boomers jikelele) ne-Airbnb (+17 amaphuzu phakathi kweminyaka eyizinkulungwane.)
"Ukwabelana ngemikhiqizo yezomnotho kusatholakala ikhampasi yabo, kepha kukhombisa amandla amakhulu," kusho uSinopoli. “I-Uber akuyona ukuphela kwendaba yempumelelo, futhi yathatha ukudipha kancane ngenkathi inkampani ithatha isinqumo sokusebenzela i-JFK ngesikhathi sokuphikisana kokuqala kokuvinjelwa kohambo. ILyft, i-Airbnb neZipCar zonke zijabulela amazinga aphakeme kakhulu womfutho nokuxhumana ngokomzwelo nabathengi. ”
Okunye Ukutholwa Okubalulekile
Imiphumela eyengeziwe yokuhamba ihlanganisa:
• Kuyo yonke imikhakha yezokuvakasha, amahhotela akhokhelwayo namahhotela aphambili ahola ngokulingana komkhiqizo. Amahhotela kanokusho anokuhola okuncane kwizikolo zekhwalithi, kepha amahhotela aphambili ajwayelekile kakhulu futhi acatshangelwa kalula kuzabelomali eziningi zebhizinisi noma ezokungcebeleka. Amahhotela ezomnotho asilele kuzo zontathu izinto zokulingana - Ukujwayeleka, Ukucatshangelwa Kwekhwalithi Nokuthengwa.
• Imikhiqizo eyisishiyagalolunye kwezilishumi yokuhamba ephezulu yimikhiqizo yamahhotela. Idlula kancane iMarriott Hotels and Hilton Hotels & Resorts, i-JW Marriott inesilinganiso sokulingana semikhiqizo ephezulu kunayo yonke imikhiqizo yezokuvakasha.
• Esigabeni esihlukanisiwe seSevisi Yezokuvakasha eku-inthanethi, okokuqala ngqa i-honoree TripAdvisor imi yodwa njengekhwalithi ephezulu, uphawu lokujwayela oluphakeme.
• Ibhizinisi, eligcina iRental Car Brand yalo Yonyaka unyaka wesine olandelanayo, lihola phambili ngokuqinile phakathi kweminye imikhiqizo yezimoto eziqashiswayo, futhi lilo kuphela uphawu olunokuxhumana okuhle ngenkathi lijabulela umfutho ophakeme kakhulu wenetha.
LOKHO ONGAKUTHATHE KULESI SIHLOKO:
- “Keep in mind, however, that the race to the top of airline brand equity is tight and American’s brand strength is driven by Familiarity and Purchase Consideration, meaning they own the top brand position due to market penetration gained from the US Air acquisition.
- Ngenzuzo engenayo elahlwayo kanye nesifiso sokunethezeka, izinkulungwane zeminyaka zinika umfutho emikhiqizweni yezokuvakasha — ikakhulukazi izindiza kanye nezindlela zokuhamba ngesikebhe — ngokusho kocwaningo olusha olwenziwe yi-The Harris Poll's 29th EquiTrend Study, olinganisa impilo yomkhiqizo ngokuhamba kwesikhathi.
- The EquiTrend Brand Equity Index is comprised of three factors—Familiarity, Quality and Purchase Consideration—that result in a brand equity rating for each brand.
