A survey of marketing executives has named Hewlett-Packard’s
Carly Fiorina as the technology leader who most harmed their brand
in 2001. The results were released today by Liquid Agency, a San
Jose-based technology brand marketing firm which fielded the study
in conjunction with The Sausalito Group, a strategic intelligence
company, and Neale-May & Partners, a strategic marketing and
communications company. The report captures the opinions of more
than 700 leading technology marketers in 17 countries.
According to the results:
- While financial losses and stock price depreciation were major causes for brand erosion, industry hype comes in a close third, according to respondents.
- Marketers ranked the top three CEOs who most harmed their brands in 2001 as (1) Carly Fiorina, followed by (2) Oracle’s Larry Ellison and (3) Bill Gates.
- The three companies voted as having best maintain brand value in 2001 were (1) Microsoft, (2) IBM and (3) Dell.
- The three technology companies voted worst at maintaining brand value were named as (1) HP, (2) Compaq and (3) Cisco.
