Opodo trails rival travel sites in brand awareness.

New Media Age, September, 2004 by Greg Brooks

Online travel shop Opodo is seriously lagging behind competitors easyJet and Expedia in terms of brand awareness, according to new research.

Figures from Continental Research show 84% of users had no awareness of the Opodo airline portal brand. This compares with 47% of people having good affinity with easyJet and 23% with Expedia.

However, traditional airline BA beat them all, drawing on its off-line heritage to register 50% of people with good affinity to its brand.

The research also showed that Tesco is winning the supermarket branding war online. The retailer outgunned rival Sainsbury's by 60% to 54% in good brand affinity. Tesco also beat pure-play Amazon. which saw only 46% of users having a good affinity with its brand.

The report...