Landor Associates and Lightspeed Research Release Results of ImagePower(R) Newsmaker Brands Survey

NEW YORK, Feb. 7 /PRNewswire/ -- Results of a national survey examining Americans' perceptions of high-profile brands expected to make headlines in 2008 was released today by Landor Associates, a leading brand consulting and design firm, and Lightspeed Research, an interactive marketing research solutions leader. The ImagePower(R) Newsmaker Brands Survey ranks the expected top ten winning and losing brands for 2008, while the resulting highlights help indicate which trends will impact consumer behavior throughout the year.

"With so many variables impacting consumer behavior this year, from the elections, to a possible recession, many brands will face challenges in 2008," said Russ Meyer, Chief Strategy Officer of Landor Associates. "Brands are going to have to figure out what their simple, unique promise is and be able to get consumers to understand why they need to spend money with them. Google and Target have done this and are expected to do well because of that, while brands like Countrywide and the Gap are expected to have a much tougher time."

Twelve brand categories were included in the survey, including consumer technology, Internet, destinations, financial services and retail. Among the predicted winners for 2008 are eBay, Wal-Mart, Netflix and Las Vegas. While on the losing side, United Airlines, Countrywide, The Gap and Sony's PSP made the list for 2008.

"2007 was a year of highs and lows for some of America's most dynamic brands," said Michael Gazala, Chief Executive Officer of North America for Lightspeed Research. "As the economic outlook becomes more uncertain, it becomes even more challenging to predict consumer behavior. However, this survey provides a sneak peek at which brands -- from their promise to what they deliver -- are connecting with consumers, and which ones are in danger of slipping."

Now in its fourth year, the ImagePower(R) Newsmaker Brands Survey was conducted in January amongst a representative sample of the American population. The results provide considerable insight into consumer perceptions of brands and trends.

Key highlights from the survey results include:

Americans Continue their Obsession with Online Brands: Google, Amazon, eBay, Yahoo!, Netflix and YouTube are all predicted winners for 2008. Many of these brands have been on a winning streak for the last several years, reflecting increasing time spent online by Americans and their preference for brands in that environment.

Low Cost Retailers Win in Tough Times. A combination of a decrease in consumer spending and indications of an upcoming recession show that consumers are searching for brands that will help them stretch their dollar. Target and Wal-Mart, two brands offering Middle America everything from designer wares to soups-in-a-can, at lower prices, did much better than their counterparts, Macy's and the Gap.

Airlines Expected to Suffer. Delta and United, two of America's most popular airlines, top the list of predicted losers for 2008. While various socio-economic factors can be blamed for a decrease in Americans' travel, the increased price of oil, questionable customer service, bankruptcy issues and undifferentiated brand experiences, have not helped the airlines.

Home Mortgage Crisis Affects Brand Perceptions. With the tumultuous home mortgage environment of 2007, Countrywide and Fannie Mae are predicted losers for 2008. Recent slides in the financial markets and an expected recession, has homeowners and lenders alike suffering.

About Landor Associates

Landor Associates is one of the world's leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive and dynamic than their competitors.

Landor's holistic approach to branding is a balance of rigorous, business- driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement and digital branding.

With 24 offices in 17 countries, Landor's current and past clients include some of the world's most powerful brands, including BP, Cathay Pacific, Citi, Danone, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, the City of Hong Kong, HSBC, LG Group, Marriott Hotels & Resorts, Microsoft, Procter & Gamble and PepsiCo.

Landor is part of WPP, one of the world's largest global communications services companies.

For more information, please visit http://www.landor.com.

About Lightspeed Research

Lightspeed Research is a global interactive data solutions provider delivering market research results through global panels and products. Through its network of panels, Lightspeed Research can provide access to household members in North America, Europe and Asia-Pacific.

Lightspeed Research's panels are recruited and maintained to ensure quality and representative sampling to support studies that range in scope and complexity across most industry sectors. Lightspeed Research operates panels covering healthcare, finance, automotive, B2B, mobile, media, beverage, travel, sports and leisure, and family. The company also provides custom panel solutions for clients, building customized panels to address specific client needs.

Lightspeed Research is a member of WPP (NASDAQ: WPPGY) , one of the world's leading communications services companies. For more information, please visit http://www.lightspeedresearch.com or send an e-mail to info@lightspeedreserach.com.