Straight talking ads 'reinforce' opinion of name as 'expensive'

PC World ads hit Sony’s brand value

DSGi owned PC specialist, PC World has seen its recent advertising campaign impact more that just its own sales, according to a report in MediaWeek.

The retailer, which is currently running simple format ads in which customers entering a store are given advice on the latest offers, saw its brand value according to YouGov’s Brand Index, rise to a high of +5 compared to 0 when it first began broadcasting the adverts. Its ‘recommend a friend’ rating also increased from +5 to +9.

However, Sony – who the latest ads focus on – saw its figures take a hit as the execution, which features a man dismissing the Sony laptop as a brand that was too expensive. The impact of this caused Sony’s brand value – according to YouGov – fall from +27 to +23, a four-point hit.

As MediaWeek concluded: "Having other companies reinforcing its reputation as an expensive brand can’t have particularly delighted Sony."

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