• by Tanya Gazdik , June 17, 2015

Band Aid, Amazon and Craftsman are the best-perceived brands by fathers this year, according to a report from YouGov BrandIndex.

Half of the brands on this year’s top 10 ranking for fathers are new, including Band Aid. But the fact that half are carryovers is probably more significant, says YouGov BrandIndex CEO Ted Marzilli.

“Fifty percent retention in a world where brand loyalty is hard to find is a pretty good achievement for the brands that have made the list two or even three years running,” Marzilli tells Marketing Daily.

Band Aid was also the top finisher for mothers in a report released in May. For fathers, the brand knocked Craftsman out of the top spot.

“I wouldn't think of it as a choice between Craftsman and Band-Aid,” Marzilli says. “Both of these brands have risen to the top amongst the 1,500 brands that we track on a daily basis. We also only started tracking Band Aid at the end of last year, so this is the first year that is has been under consideration.”

Google climbed from the number 15 spot to number 4, making it the third biggest perception gainer since one year ago.

Johnson & Johnson rose from number 13 to number five. Johnson & Johnson not only makes Band Aid, but products used by men such as Rogaine, Lubriderm, Ben Gay, Listerine and Rembrandt toothpaste.

Cheerios returns at number eight  after falling off last year’s ranking.M&M just makes it into the 10 spot, up from number 14. Moving off the top 10 rankings this year are Samsung (now number 12), Ritz, History Channel (now number 20), Clorox (now number 11) and Sony (now number16).

For the ranking of the biggest perception gainers with fathers, this year there were far fewer rebounds of brands from crisis than usual. Instead of banks, beer and energy drinks, the biggest gainer was ready-to-assemble furniture chain IKEA, followed closely by General Motors on the bounce back, then Google, Hefty, Chase bank, Intel, Diet Dr. Pepper, imdb.com, Wrangler and BP.

YouGov BrandIndex filtered their entire 1,400+ brand universe for respondents who identified themselves as men age 18 and over with children under 18 years old. The firm then ranked them using their flagship Index score, which measures brand health by averaging sub-scores on quality, satisfaction, impression, value, reputation and willingness to recommend.