Amazon’s corporate-leading consumer perception is proving resilient so far in the face of its showdown with Hachette Book Group.
How bulletproof has Amazon’s consumer perception been? Despite stories about its warehouse worker conditions dating back several years, YouGov BrandIndex data ranked Amazon as the best perceived brand in the U.S. last year, ahead of Ford, Subway, The History Channel, and Lowe’s.
Although the dispute with Hachette has received considerable attention, Amazon’s perception changes -- as measured by YouGov BrandIndex’s Buzz scores -- over the past few weeks can best be described as “minute” and word of mouth scores have remained steady.
YouGov BrandIndex uses two measures to score a brand's reputation, buzz and word of mouth. The first measures whether what a consumer has heard about a brand in the previous 2 weeks, and whether the consumer described it is positive or negative, while the second tracks whether the consumer mentions the brand themselves.
All respondents are adults age 18 and over and live in three countries: the United States, United Kingdom and Germany, and YouGov BrandIndex reports that the buzz in all 3 countries has remained fairly steady. There have been ups and downs, but not a general negative reaction to the negative press coverage.
And that comes as a deep surprise to this blogger. Hachette and their friends in the media have been running a very thorough media campaign against Amazon, and I expected that it would have greater effect. Instead, consumers are either seeing through the media blitz, or they don't see the situation in the same light as industry insiders.
Instead, it turns out that all the coverage is just preaching to the choir.
image by public.resource.org