In the wake of last month’s Susan G. Komen for the Cure Planned Parenthood controversy, the leading breast cancer organization continues to feel pain and now a new Harris Interactive survey shows that its brand image has suffered significantly.
Harris Interactive reports that its EquiTrend study(EQ) found that the non-profit’s decision to defund, then reinstate, funding for abortion provider Planned Parenthood has caused “steep drops” in the “brand health” of the foundation.
According to Harris, in the study’s 23-year history, Komen’s 21 percent drop in so-called brand equity — or a brand’s value — is one of the most dramatic plummets Harris has seen, second only to Fannie Mae in 2009.
Since its inclusion in the EquiTrend study in 2008, Komen has ranked among the top two “most equitable non-profit organization” in its category. This year it ranked No. 56 out of 79 non-profit brands, falling 54 spots from its No. 2 spot last year.