Commentary

2010 Customer Brand Loyalty Index Winners

In order to differentiate brands and show correlation to sales, Brand Keys, Inc reports a proprietary system that provides brand equity metrics said to accurately predict future in-market consumer behavior and correlate highly with sales and profitability, promises the report by Dr. Robert Passikoff, founder of the company.

The Brand Keys Customer Loyalty Engagement Index is an annual syndicated study that currently examines customers' relationships with 518 brands in 71 product categories. The annual Winners are those brands best able to engage consumers and create loyal customers, according to the analysis.

The sample is made up of 50% men and 50% women 18 to 65 years of age drawn from the nine U.S. Census regions. Respondents (with an even-age-spread representation) are screened according to category particulars and asked to assess the brand for which they have been determined to be a "customer."

Psychological assessments reveal the values that drive consumers' in-market behavior and quantify what they are willing to believe about a brand. The questionnaire is reported (by the author) to have a test/retest reliability of .93 calculated from National Probability Samples in the US and UK.

According to the Advertising Research Foundation, notes the report, the theoretical framework employed has been shown to be nearly three times better correlated to sales than standard persuasion measures.

The category-loyalty drivers describe (in predictive terms) how consumers view the category, how they will compare brands in the category, and how they will buy and remain loyal.            

Top Five 2010 Brand Winners Listed by Category (2010 Brand Keys Customer Loyalty Engagement Index)

Category

Winner

Next Four Places in Order

Airline

JetBlue

Southwest

Midwest

Delta

Continental

Allergy Medicine (OTC)

Tylenol

Claritin

Benadryl

Sudafed

Zyrtec

Athletic Footwear

New Balance/Nike (tie)

Air Jordan

Adidas

Asics

Reebok

Automotive

Hyundai

Toyota

Subaru

Ford

Saab

Bank

Wells Fargo

Bank of NY

JPMorgan Chase

PNC

Wachovia

Beer (Light)

Coors Light

Miller Lite

Bud Light

Michelob Light

Amstel Light

Beer (Regular)

Budweiser

Sam Adams

Heineken

Miller Genuine

Coors

Bottled Water

Aquafina/San Pellegrino (tie)

Fiji

Poland Spring

Dannon

Volvic

Bottled Water (Enhanced)

Vitamin Water

Activate

Nestle Pure Life

Penta

Smart Water

Breakfast Cereal: Adults

Cheerios

Kix

Honey Nut Cheerios

Frosted Mini Wheats

Raisin Bran

Breakfast Cereal: Kids

Lucky Charms

Frosted Flakes

Cocoa Puffs

Trix

Cap'n Crunch

Car Insurance

Allstate

Progressive

GEICO

State Farm

Nationwide

Car Rental

Avis

Hertz

Enterprise

National

Budget

Casual Dining

IHOP

Olive Garden

TGI Friday's

Ruby Tuesday's

Red Lobster

Clothing Catalogues

J. Crew

Lands' End

L.L. Bean

Eddie Bauer

Chadwicks of Boston

Coffee

Dunkin' Donuts

Starbucks

McDonald's

Krispy Kreme

 

Computer (Laptop)

Apple

Dell

Samsung

Sony VAIO

HP

Computer (Netbook)

Acer/Samsung (tie)

Toshiba

HP

Gateway

Dell

Cosmetics (Luxury)

Estee Lauder

Clinique

Chanel

Lancome

 

Cosmetics (Mass Merchandiser)

Mary Kay

Maybelline

L'Oreal

CoverGirl

Revlon

Credit Card

American Express/Discover (tie)

Visa

Capital One

MasterCard

 

Digital SLR Cameras

Canon/Nikon (tie)

Fuji

Panasonic

Sony

Olympus

Digital Point & Shoot Cameras

Kodak/Canon (tie)

Nikon

Fuji

Panasonic

Casio

DVD Players

Samsung

Sony

Toshiba

Phillips

Sharp

Energy Provider

PSE&G

PECO

Excelon

Conectiv

N-Star

Evening News Show

CBS

ABC

NBC

MSNBC

CNN

Gasoline

BP

Texaco

Sunoco

Chevron

Mobil

Hair Color

Clairol/L'Oreal (tie)

Garnier

Revlon

 

 

HDTV (LCD)

Samsung/Sony (tie)

LG

Sharp

JVC

Toshiba

HDTV (Plasma)

Samsung

LG

Sony

Pioneer

Hitachi

Hotel (Luxury)

Inter-Continental

W Hotels

Fairmont

Ritz-Carlton

 

Hotel (Upscale)

Embassy Suites

Hyatt

Marriott

Hilton

Radisson

Hotel (Midscale)

Best Western

Comfort Inn

Ramada

Hampton Inn

Holiday Inn

Hotel (Economy)

Days Inn

Travelodge

Econo Lodge

Motel 6

 

Insurance Company

NY Life

MetLife

The Hartford

AXA

ING

IT Solutions Provider

Accenture

Cisco

HP

IBM

Dell

Laundry Detergent

Tide

Cheer

Wisk

Gain

All

Long Distance Phone Service

Verizon

AT& T

Sprint

MCI

Qwest

Major Sports League

NFL/MLB (tie)

NBA

NHL

 

 

MFP Office Copier

Konica Minolta/ Canon (tie)

Xerox

Ricoh

Panasonic

HP

Moisturizing Skincare (Luxury)

Clinique

Estee Lauder

Elizabeth Arden

Lancome

Shiseido

Moisturizing Skincare (Mass Merchandiser)

Mary Kay

L'Oreal

Aveeno

Eucerin

Neutrogena

Morning News Show

Today Show (NBC)

Good Morning America (ABC)

Fox & Friends (FOX)

American Morning (CNN)

Early Show (CBS)

Mutual Fund

Vanguard

Putnam

American Funds

Fidelity

Janus

Online Books & Music

Amazon.com

BarnesandNoble.com

Buy.com

Overstock.com

 

Online Brokerage

Scottrade.com

OPtions Xpress

Wells Fargo

Fidelity.com

Schwab.com

Online Travel

Expedia/Kayak (tie)

CheapTickets

Orbitz

Priceline

Travelocity

Pain Reliever (OTC)

Advil

Tylenol

Aleve

Excedrin

Bayer

Paper Towels

7th Generation/ Bounty (tie)

Viva

Basic

Brawny

Scott

Parcel Delivery

FedEx

UPS

US Postal Service

 

 

Pasta Sauce

Barilla

Classico

Colavita

Newman's Own

Rao's

Pet Food - Canned (Cats)

Hills/Purina (tie)

Iams

Whiskers

Fancy Feast

Friskies

Pet Food - Canned (Dogs)

Purina One

Pedigree

Alpo

Hills

Gravy Train

Pizza

Domino's

Pizza Hut

Papa John's

Little Caesars

Godfather's

Printers

HP

Lexmark

Samsung

Canon

Dell

Quick-Serve Restaurant

McDonald's

Subway

Burger King

Quiznos

KFC

Retail Store (Apparel)

J. Crew

Victoria's Secret

H&M

Abercrombie & Fitch

Gap

Retail Store (Department)

Kohl's/T.J. Maxx (tie)

Macy's

Marshalls

Sears

Dillard's

Retail Store (Discount)

Walmart

Target

Kmart

 

 

Retail Store (Electronics)

Best Buy

Radio Shack

 

 

 

Retail Store (Home Improvement)

Home Depot

Ace

Lowe's

True Value

 

Retail Store (Office Supply)

Staples

Office Depot

OfficeMax

 

 

Retail Store (Price Clubs)

Sam's Club

Costco

BJ's

 

 

Search Engine

Google/Bing (tie)

MSN

AOL

Netscape

ASK

Smart Phone

Apple

Samsung

Blackberry

Nokia

LG

Soft Drink (Diet)

Diet Pepsi

Diet Coke

Diet 7-UP

Diet Dr. Pepper

 

Soft Drink (Regular)

Pepsi

Mountain Dew

Coca-Cola

7-UP

Dr. Pepper

Toothpaste

Tom's of Maine

Crest

Colgate

Arm & Hammer

Listerine

Vodka

Grey Goose

Belvedere

3 Olives

Ketel One

Rain

Chopin

 

 

 

 

 

Wireless Handset

Samsung

LG

Sony Ericsson

Motorola

Nokia

Wireless Phone Service

AT& T Wireless

Verizon Wireless

Sprint PCS

T-Mobile

 

Source: Brand Keys Customer Loyalty Insights Report, January 2010

To learn more about the study, and view all of the category brand finishers, please visit BrandKeys here.

 

2 comments about "2010 Customer Brand Loyalty Index Winners".
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  1. George Murray from Ipsos ASI, February 14, 2010 at 9:28 a.m.

    While this makes nice content for an article, it is ultimately not a useful piece of research because it gives no insight into what makes those brands strong or how to further strengthen those brands. It's just a scorecard without diagnostics or prognosis; it is not actionable.

  2. Dave Barnes from MarketingTactics, February 17, 2010 at 9:42 a.m.

    Strange that Chopin (I presume the composer) has a category all to himself.

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