PC World ads hit Sony's brand value

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