But it's the comparison between Newsweek's last poll in 1996, just before a financial crisis engulfed Asia, and the latest study which provides ample proof that keeping your corporate image sharp, in focus and vibrant requires consistency with a capital C.
Newsweek advertising director, Theresa Yeung, said corporations that emerged with the strongest image tended to be those that maintained advertising spend throughout the financial turmoil. Citing CMR figures for Asia, Yeung says: "HSBC, Microsoft and Shell have been the leading spenders in the US$3.5 to $4 million range each year."
Shell is a strong example of what staying on message over a period of time can achieve, says Newsweek's marketing director Awyong Poh Twan.
"Shell has done the best on an overall basis. Its advertising awareness shows the highest increase of 22 per cent and its image shows the biggest improvement,
says Awyong.
Interestingly, Shell scored the highest on social responsibility, one of 12 attributes used to measure corporate image. Which could indicate that Shell's aggressive spending between 1999 and 2001 to position itself as an environmentally-responsible corporation is paying off. Shell's spending in Asia peaked in 2000 at about US$6.2 million, according to CMR.
But it was Citibank, another consistent advertiser spending more than $1 million a year for the past three years, that came away with the most number of positive attributes - six in all.
Citibank took pole position for having highly-respected and effective management, being financially sound, for its integrity and trustworthiness, good at communicating with the public, being proactive and responsive to customer needs and for "having a strong presence in my country".
A close second, Microsoft is recognised as a leader in its field, offered quality products and services, has a strong international presence, is a good company to invest in and for "always coming up with news ideas, products and services". Notes Awyong: "Microsoft's general and advertising awareness have increased over 1996 due to its aggressive spending in 2000 and 2001."
According to CMR, Microsoft's regional spend ballooned from a little over $300,000 in 1996 to peak at close to $4 million last year.
HSBC's spending - although down by almost 50 per cent, albeit from a very high base of close to $7 million in 1996 - is again helping to keep the banking giant top-of-mind. Notes Awyong: "HSBC has had higher increases in general and advertising awareness. Its image has also improved significantly."
In contrast, respondents' familiarity and image of ABB, Switzerland's power and automation technology group, have dropped between 1996 and 2001.
Advertising awareness of ABB is in the low 20s in line with its shrinking adspend - down from $2.6 million in 1996 to a little over $800,000 last year.
