Marketing Changes, Sales Jump Lead To Heightened Brand Perception for Chrysler - Detroit Free Press

Consumer’s perception of Chrysler is on the rise in the wake of a new marketing campaign, its improving sales and positive media coverage of the company in recent weeks and months, according to YouGov’s BrandIndex.

The automaker’s “buzz” score hit 17 on Monday — the highest buzz Chrysler has received since at least March 2009.

YouGov BrandIndex measurement scores range from 100 to –100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The company surveys consumers who say they plan to buy a car within the next 12 months.

Chrysler’s score also surpassed the average score for the Detroit Three for the first time in three years, said Ted Marzilli, global managing director of YouGov’s BrandIdex.

“This is about the highest point that Chrysler has been at for brand perception in several years,” Marzilli said. “It tends to show positive momentum for the brand.”

Ford score was 37 on Monday while General Motors’ score was 15.

Chrysler brand perception also surged in January when it rode a wave of positive coverage in generated by the North American International Auto Show in Detroit.

However, Marzilli said Chrysler’s brand perception dropped significantly in February after its Super Bowl commercial with Clint Eastwood aired. That commercial was initially attacked by Republicans who charged that Eastwood seemed to be endorsing U.S. President Barack Obama and taxpayer assistance for the automotive industry.

However, Marzilli suspects those charges didn’t stick as consumers watched the commercial again or read media coverage about the commercial. More recently, Marzilli said, Chrysler has launched a set of four new commercials with themes that are similar to the “It’s Halftime in America” Super Bowl commercial that have helped to bump Chrysler’s perception back up.

A "60 Minutes" story that profiled Chrysler and Fiat CEO Sergio Marchionne and the company’s progress in late March probably also played a role in the score increase, Marzilli said.



By Brent Snavely Detroit Free Press Business Writer



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