• by Tanya Gazdik , March 1, 2017

Band-Aid, Amazon, Dawn, Google and M&M’s are the five best-perceived brands by women, according to YouGov BrandIndex.

In conjunction with International Women’s Day and Women’s History Month, consumer perception research firm YouGov BrandIndex is releasing a ranking of the best-perceived brands by women, as well as the ones that have improved the most in perception since one year ago.

Women were asked “Do you have a general positive feeling about the brand?”

Rounding out the top 10 are Clorox, Cheerios, Craftsman, YouTube and Dove. 

Craftsman tools seemed like an odd brand for women to single out, but YouGov BrandIndex’s data suggests that a good number of women consider themselves Craftsman customers, says Ted Marzilli, CEO YouGov BrandIndex.

“That could imply more men and women are sharing the household tools,” he says. “It could also reflect more single households in general. I am more surprised by M&M’s being on the list, but apparently everyone likes some degree of indulgence.”

On the list of top brands, the traditional household brands are a theme. 

“But brands like Amazon, Google and YouTube have become a big part of all of our lives -- that is true regardless of gender,” Marzilli says.

The firm also looked at brands whose perception had improved. Snapchat gained the most perception, followed by Uber, Chick-Fil-A, Instagram, Trivago, Bank of America, MTV, PlayStation, Comcast/Infinity and Capital One. 

“The list runs the gambit from newer, technology-based brands to the more traditional,” Marzilli says. “Virtually any brand has the potential to make inroads with women, who represent roughly half of all consumers.”

The takeaway for marketings is that “Seeing is believing,” he says. 

“Women seeing women in advertisements helps to make it more clear that the brand is for women,” Marzilli says. “And of course that has to be done in an authentic and credible way.”