Apple's iPod Hits Sour Note in New Ranking.

APPLE'S BELOVED IPOD brand strength has dipped according a new survey by Genius Insights, New York. The popular music player saw its "BrandPower" ranking fall from 263 in summer 2005 to 292 this spring.

"There's the beginning of a backlash against Apple. When you get to an airport lounge and there are 50 people who have them it loses its edge. Something so ubiquitous will always have haters," explained Genius Insights partner Paul Jenkins.

The survey, conducted online, asks 3,000 U.S. men and women ages 13-49 to rank brands according to likability and awareness. The current study was conducted during the six months ending April 15.

Meanwhile, the top five brands were Hershey, M&M's, Sony, Reese's and Kraft.

Hanes moved up to the 37th spot, making it the second most powerful clothing company behind Levi Strauss. Victoria's Secret and Nike ranked third and fourth.

"Hanes is a good example of an old, old apparel brand reinventing themselves," said Jenkins. "They've created a good campaign that targets multiple ethnic groups with a good choice of celebrities." The Martin Agency, Richmond, Va., handles.

Whole Foods made one of the largest leaps in the survey, jumping 126 places to 488. Its awareness increased from 65% in summer 2005 to 72%. "It had been thought of as an inner-city type of thing, however they've spread out to every middle class suburb," said Jenkins. "They are tapping into people's environmental concerns and interest in eating healthy."

PHOTO (COLOR): Upward trend: Hanes celebrity ads earn some solid support.

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By Kenneth Hein