Target’s reputation takes a hit after gift to MN Forward
Tuesday, September 07, 2010 at 8:45 am
Brandweek, a weekly trade magazine for the marketing industry, notes that Target’s reputation or “buzz” took a serious hit in early August and has not recovered. The Minneapolis-based retail giant came under harsh criticism in August for making political donations to MN Forward, a Republican-run independent expenditure committee that is backing GOP-endorsed candidate Tom Emmer for governor. Each week, Brandweek issues a “BrandIndex Report” which is “a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand.”
Target’s reputation dropped sharply in early August and, after a slight bump, plummeted again in late August. Brandweek reports, “Although Target’s score recovered modestly from Aug. 12 through Aug. 24, it sunk again due to a rash of major newspaper op-eds, blog posts and publicity surrounding televised boycott ads from MoveOn PAC.”
Here’s the magazine’s analysis of Target’s “buzz” in July and August:
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