A healthy brand is a thriving brand. YouGov BrandIndex has just published 2017 Index. It features the Top 10 Healthiest brands across industries, based on their BrandIndex scores.
Johnson & Johnson fell out of the Top 10 this year, from number 6 to number 11. Quaker replaced it in the Top 10.
The Top 20 Brands With Best Ad Awareness chart reveals that this year, 19 of the Top 20 brands with the highest ad awareness scores were down by statistically significant margins compared to last year—with the exception being Sprint.
To calculate advertising awareness, respondents were asked,
“Which of the following brands have you seen an advertisement for in the past two weeks?”
Brands that made the biggest awareness gains since last year include Uber, Blue Apron, Trivago, Dollar Shave Club, Lyft, Hulu, Nintendo, Mattress Firm, Stella Artois, and Sprint.
A big drop by Apple (was 18, now 22) and Dish Network (was 12, now 32) took both brands out of the list this year.
Two new brands entered the ad awareness Top 20 this year: Sprint (11) and Pizza Hut (21).
brandchannel sat down with YouGov BrandIndex’s CEO Ted Marzilli, to talks about the Top 10 brands and the risers in the ad awareness category.
What is unique and consistent amongst this year’s Top 10 brands that puts them in this category?
Innovation and usefulness are rewarded by consumers. None of the companies on this list could ever be considered “complacent.” It’s a high, difficult bar to reach, and a lot of luck and serendipity are involved. But there is no question about the payoff when those two elements come together.
To what do you attribute Walmart’s being the biggest gainer in the past year?
By nature, Walmart is a fighter and it doesn’t intend to let Amazon run away with the online trophy so easily. Its brand health improved considerably once it bought ecommerce superstore Jet.com for USD $3.3 billion, instantly putting it in a much more competitive position with Amazon. It overhauled its grocery departments and debuted its own mobile payment app, all likely contributing to its move up.
With Uber rising to the top spot in terms of ad health, have recent headlines—albeit it critical ones—lifted Uber’s brand awareness?
Uber may have had its issues this year, but its name has become as ubiquitous as Coca-Cola for ride sharing. The best brands still advertise even when hitting rough spots. See Toyota and their massive recalls and Congressional appearances of 2010—they never stopped advertising their product.
YouGov BrandIndex tracks the perception of more than 1,500 major brands daily, interviewing 4,800 people every week day from a representative sample of the US population, totaling more than 1.5 million interviews per year.
The primary ranking uses YouGov BrandIndex’s flagship INDEX score as measurement of brand health and averages six sub-scores: General Impression, Quality, Value, Satisfaction, Reputation, and Willingness to Recommend.
Find out more about the healthiest and most visible brands at the BrandIndex.com.
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