What do you get when you mix consumer perceptions of a brand’s quality, value, satisfaction, and reputation, along with impressions of the brand and propensity to recommend it? Overall brand health, per YouGov’s BrandIndex, which has released a list of the brands that top the charts as rated by adults in the US.
YouGov’s BrandIndex score is derived by taking the average of the above-referenced components and ranking the highest brands from 1630 tracked for at least 6 months during a year-long period from July 1, 2017 to June 30, 2018.
However, not all brands have the same potential for growth through revitalization. All too often, at the sight of declining sales, the knee-jerk reaction is to try to reinvent a brand without asking if it’s worth the investment in the first place.
“Brands are a signal of self-worth,” said Gavan Fitzsimons, professor of marketing and psychology at Duke. “We’re signaling to others that we care about ourselves and that we feel good about ourselves and that we matter in this world. It’s more than ‘I’m hip or cool’…I’m a worthwhile person, and I matter, and you should respect me and think that I’m a good person, because I’ve got the D&G on my glasses.”