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Carnival No. 1 'improver' in YouGov's consumer brand research

Carnival No. 1 'improver' in YouGov's consumer brand research

After Carnival Triumph's widely publicized fire in February 2013, a US firm that tracks consumer brand perception reported Carnival Cruise Lines registered one of the steepest drops since the twin crises of BP and Toyota in 2010.

Now YouGov’s BrandIndex ranks Carnival the most-improved US brand in consumer perception, or 'buzz,' in its mid-year 2014 Buzz Rankings Report.

Throughout the second half of 2013 and in 2014, Carnival initiated a number of programs that apparently resonated positively in the marketplace.

According to BrandIndex, Carnival’s change in consumer-perception score by mid-2014 was double the improvement level achieved by the company ranked second on the most-improved list.

'Carnival not only brought its consumer perception back in line with the rest of industry, but their sales potential, indicated by consumers who say they would consider the brand for their next cruise, has rebounded above the rest of the cruise sector,' according to Ted Marzilli, ceo of BrandIndex.

Contributing to Carnival’s brand recovery were a series of product innovations and marketing initiatives including a vacation satisfaction guarantee, advertising featuring real passengers, high-profile entertainment offerings and new children's programming and alliances.

'We have worked very hard at Carnival over the past year to bring fresh programming and innovation to our ships while maintaining consistently smooth operational performance and the results of this latest BrandIndex data is a gratifying acknowledgement of those efforts,' said Carnival president and ceo Gerry Cahill.

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