Kellogg’s Brand Falls from 60 to 84th Place with
Consumers in 4 Years
by Warner Todd Huston 2 Apr 2017 Battle Creek, MI
Continuing its
business slump, a new review of Kellogg’s
brand, as calculated on the value of the company’s name, shows the company took
another dip, falling from 74th most valuable brand to 84th over last year’s
rating. In addition, the company’s brand fell 24 spots since 2014.
According to calculations by Brand Finance’s Brand Directory, Kellogg has been steadily
falling at least since 2014. According to the group’s ratings, the cereal giant
figured in as the 60th most valued company in 2014. But over each of the
ensuing years, that assessment has dropped.
In 2015, Kellogg was the 68th most valued company in the
country; in 2016, it fell eight more slots to 76; and with its latest
measurement, Brand Finance says Kellogg has fallen eight more slots to 84. The
company has seen a drop of 24 slots in just four years.
Brand Finance calculates a company’s brand
on its earnings, stock, and profits and then measures all that to
determine how much a given company would pay to license its brand as if it
did not own it.
The Brand Finance rating isn’t the only example of
trouble for the breakfast food company. The Michigan-based company has
also seen its stock falling
since last year. Kellogg’s stock closed last week at $72.61 per share, down
from its 52-week high of $87.16.
Kellogg has been experiencing major business
contractions, too, especially over the last year. The company has been
desperately cutting its work force and downsizing facilities at least since
last December. In January, Kellogg announced that it was cutting another 250 employees from its U.S.
workforce, and by February, it had closed
39 distribution centers and laid off its entire U.S. sales force.
The company’s contraction came after Kellogg decided to cut its
advertising with Breitbart News at the end of 2016, thereby snubbing
Breitbart’s 45,000,000 readers.
In November, Kellogg noted that the conservative readers
at Breitbart News are not “aligned with our values as a company.”
While the decision by Kellogg to cease advertising made
virtually no revenue impact on Breitbart.com., it did represent an escalation
in the war by leftist companies like Target and Allstate against conservative
customers whose values propelled Donald Trump into the White House.
After the cereal maker turned its back on conservative
customers, Breitbart News launched its #DumpKelloggs petition,
which has been signed by more than 450,000 people.
Finally, according to advertising industry watchdog,
Adweek, Kellogg’s decision to pull advertising from Breitbart and the ensuing
controversy over the move inflicted
massive, long-term damage to the cereal company’s brand online.
Kellogg
Carlos M.
Gutierrez was a chairman & CEO for the Kellogg Company, and is a co-chairman for the Albright Stonebridge Group.
Note: Warren B. Rudman
was a managing board member for the Albright
Stonebridge Group, and a lifetime trustee at the Aspen Institute (think tank).
Madeleine K.
Albright is a co-chairman for
the Albright Stonebridge Group, and
a trustee at the Aspen Institute (think
tank).
Foundation
to Promote Open Society was a funder for the Aspen Institute (think
tank), and the Urban Institute (think
tank).
George Soros
was the chairman for the Foundation to Promote Open Society.
Ann
McLaughlin Korologos was a chair emeritus for the Aspen Institute (think
tank), a trustee at the Urban
Institute (think tank), and a director at the Kellogg Company.
Solomon D.
Trujillo is a lifetime trustee at the Aspen
Institute (think tank), and a director at the Target Corporation.
James S.
Crown is the vice chairman for the Aspen Institute (think tank), and
a member of the Commercial Club of Chicago.
Lester Crown
was a lifetime trustee at the Aspen Institute (think tank), and is a
member of the Commercial Club of Chicago.
Commercial Club of Chicago, Members Directory A-Z (Past
Research)
Tuesday, December 17, 2013
Thomas J. Wilson
is a member of the Commercial Club of Chicago, and the chairman &
president & CEO for the Allstate
Corporation.
Jack M. Greenberg
is a member of the Commercial Club of Chicago, and a director at the Allstate Corporation.
Edward M. Liddy is
a member of the Commercial Club of Chicago, and was a chairman & CEO
for the Allstate Corporation.
J. Christopher
Reyes is a member of the Commercial Club of Chicago, and was a director
at the Allstate Corporation.
William D. Perez
is a member of the Commercial Club of Chicago, and a director at the Kellogg Company.
Carlos M.
Gutierrez was a chairman & CEO for the Kellogg Company, and is a co-chairman for the Albright Stonebridge Group.
Warren B. Rudman
was a managing board member for the Albright
Stonebridge Group, and a lifetime trustee at the Aspen Institute (think tank).
Madeleine K.
Albright is a co-chairman for the Albright
Stonebridge Group, and a trustee at the Aspen Institute (think tank).
Solomon D.
Trujillo is a lifetime trustee at the Aspen
Institute (think tank), and a director at the Target Corporation.
L.
John Doerr is a trustee at the Aspen
Institute (think tank), and was a member of the President's Council on Jobs and Competitiveness.
Monica C. Lozano
was a member of the President's Council
on Jobs and Competitiveness, and is a director at the Target Corporation.
Ursula M. Burns was
a member of the President's Council on
Jobs and Competitiveness, and is a director at Catalyst.
Anne M. Mulcahy
was a director at Catalyst, and is a director at the Kellogg Company.
John A. Bryant
is a director at Catalyst, and the chairman
& CEO for the Kellogg Company.
Thomas J. Wilson
is a director at Catalyst, a member of the Commercial
Club of Chicago, and the chairman & president & CEO for the Allstate Corporation.
Penny S. Pritzker
was a member of the President's Council
on Jobs and Competitiveness, and is a member of the Commercial Club of
Chicago.
William D. Perez
is a member of the Commercial Club of Chicago, and a director at the Kellogg Company.
Thomas J. Wilson
is a member of the Commercial Club of Chicago, and the chairman &
president & CEO for the Allstate
Corporation.
Jack M. Greenberg
is a member of the Commercial Club of Chicago, and a director at the Allstate Corporation.
Edward M. Liddy is
a member of the Commercial Club of Chicago, and was a chairman & CEO
for the Allstate Corporation.
J. Christopher
Reyes is a member of the Commercial Club of Chicago, and was a director
at the Allstate Corporation.
No comments:
Post a Comment