M&M's, Subway Lead Dads' Best-Perceived Brands
While dad probably wouldn’t mind getting the keys to a new Porsche on Father’s Day, those looking for considerably less pricey options might find some clues in the brands
currently best-perceived by fathers across the U.S.
Indeed, current “buzz” scores from YouGov BrandIndex, which tracks perceptions of more than 1,100 brands on a daily basis, show brands offering the simpler pleasures in life -- like candy, subs and snacks -- leading the rankings of those best-perceived by fathers.
The buzz score asks respondents: “If you've heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?” Scores range from 100 to -100 and are compiled by subtracting negative feedback from positive; a zero score means equal positive and negative feedback. (These results were filtered for respondents who are fathers.)
As of June 12, M&M’s was #1, with a buzz score of 69.1, followed by #2 Subway (61.6) and #3 Snickers (61.1).
Other food brands getting the nod from dads include Planters (#5, at 59.6) and Cheerios (#6, at 59.3).
Two electronics brands made the top 10: Sony (#4, at 60.2) and Bose (#8, at 58.9).
Rounding out the top 10 are Amazon.com (#7, at 59.2); Johnson & Johnson (#9, at 58); and Lowe’s (#10, at 57.7).
BrandIndex also ranked the 10 brands showing the most improvement in perception among fathers now versus a year ago.
The Hooters restaurant chain made the biggest leap in perception, gaining 23.8 score points, to rise from -13.3 a year ago to 10.5 currently.
Three alcohol brands made notable gains in perception. Grey Goose’s buzz score rose by 22.1 points (from 8.7 to 30.8); Corona’s rose 19.4 points (from 10.1 to 29.5); and Absolut’s also rose 19.4 points (from 8.7 to 28.1).
Two clothing/footwear brands also show marked improvement: Old Navy (up 19.4 points, from 12.6 to 32) and Reebok (up 18.7 points, from 19.4 to 38.1).
Rounding out the top 10 perception improvers’ rankings: Nestea (up 18.5 points, from 16.9 to 35.4); Rolaids (up 18.3 points, from 14.3 to 32.7); MINI (up 18.3 points, from -4.1 to 14.2); and ConocoPhillips (up 18.1 points, from -8 to 10.2).
The two rankings tables are posted on the BrandIndex site.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "M&M's, Subway Lead Dads' Best-Perceived Brands "
Leave a Comment