• by Nina Lentini  @Nina_Lentini, February 11, 2008

A newly released survey predicts that Web-based brands will continue to do well, while the economic recession will negatively impact consumer perceptions of many iconic brands in 2008.

Among the predicted winners are eBay, Wal-Mart, Netflix and Las Vegas. On the losing side: United Airlines, Countrywide, The Gap and Sony's PSP.

In its fourth year, the "ImagePower Newsmaker Brands Survey" ranks the expected top 10 winning and losing brands in 12 brand categories, including consumer technology, Internet, destinations, financial services and retail. The survey was conducted in January by Landor Associates, a brand consulting and design firm, and Lightspeed Research, an interactive marketing research solutions company.

Among the findings:

• As Americans spend more time online, they will prefer brands in that environment--so Google, Amazon, Yahoo, Netflix and YouTube should do quite well.

• Target and Wal-Mart, which help cash-strapped consumers afford what they need, will fare better than higher-priced retailers like Macy's and The Gap.

• The declining comfort in the flying experience is one of several reasons that airlines will suffer this year. Delta and United top the list of predicted losers in an industry beset by high oil prices, bankruptcy issues and undifferentiated brand experiences.

• Countrywide and Fannie Mae are among predicted losers due to the home mortgage crisis. Financial market sell-offs and the recession have homeowners and lenders suffering together.

"Brands are going to have to figure out what their simple, unique promise is and be able to get consumers to understand why they need to spend money with them," said Russ Meyer, chief strategy officer of Landor Associates, in a statement.