February 4, 2010
Is Comcast's Xfinity Brand Name Xcellent or Xcrement?
Since the news of Comcast's name change to Xfinity broke, Twitter's been all a 'tweet' with opinions on the new name.
Unfortunately for Comcast, many of these virtual birds weren't singing a happy song about the naming switch.
In order to quantify those negative Xfinity tweets, we quickly surveyed a 511 U.S. consumers, at 95% confidence. In plain English this means the data are projectable nationally.
Although 30% of respondents did associate the Xfinity name with an Internet/Cable Service, significantly more consumers, 38%, thought the name was better suited for a Gaming Console.
Moreover, and the most troublesome for Comcast, is the potential association with either a Porn Site, 16%, or Condoms, 16%.
Many consumers think brand names that start with 'X' are dated.
For instance, significantly more consumers, 31%, strongly agree / agree with the statement "Brand names that start with 'X' are so 1990's," in comparison to 20% that strongly disagree / disagree.
Finally, if Comcast was hoping the name change would break them from their notorious mold of spotty customer service and expensive bills in the eyes of their customers, they'd be disappointed to learn that a majority of respondents, 56%, strongly agreed / agreed with the statement, "Comcast's name change does not affect my perceptions of its service."
While Comcast can be commended on an Xcellent effort, its renamed value may appear to be worth little more than... well, you know.
Or in other words, this is an example of putting lipstick on a pig.
Posted by William Lozito at February 4, 2010 2:51 PM
Posted to Brand Name Research | Brand Naming | Branding | Company Naming | Industry | Marketing | Media and Entertainment | Naming | Technology | Telecommunications
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