Most desired brands

February 21st, 2012 - Daniel Barron

The study ranked more than 220 brands across 10 industries using "rigorous quantitative tools that measure peoples' deepest, non-conscious connections to brands."

Cadillac CTS CoupeMen covet Cadillac; women prefer Lexus

When it comes to desirable brands, Cadillac and Lexus reign supreme in terms of automakers according to Buyology Inc. and uSamp’s second annual “Most Desired Brands in the U.S.” study.

Cadillac was ranked number two overall for men, just behind Southwest Airlines. The only other automaker to rank in the top 10 for men was BMW, which finished in third place. The third-highest ranked automaker for men – which didn’t make the top 10 overall – was Porsche.

The only automaker to appear on the women’s top 10 list was Lexus, which was slotted in at number seven between two department stores, Kohl’s and Target. Mercedes-Benz and BMW finished second and third for women’s top three automotive manufacturers.

The study ranked more than 220 brands across 10 industries using “rigorous quantitative tools that measure peoples’ deepest, non-conscious connections to brands.” Global neuro-insight firm Buyology says it also used neuro-insight tools, whatever those are.

The test for 2012′s study was conducted immediately following this years Super Bowl, from February 6 – 10.

“This year’s brand ranking demonstrates that it’s essential for companies to invest in creating deeper differentiated relationships with their consumers. These relationships provide the context that either amplifies or diminishes everything the brand does to connect with its customers,” said Gary Singer, Founding Partner and CEO, Buyology Inc.

A sample of 4,000 people “representative of the U.S. population” were among those who were part of the test.

Full top 10 results for men and women are as follows:

Men   Women
Southwest Airlines 1 Southwest Airlines
Cadillac 2 Google
BMW 3 Hallmark
Dove 4 Dove
Bed Bath & Beyond 5 Jetblue
Apple 6 Kohl’s
Google 7 Lexus
Sharp 8 Target
GE 9 Neutrogena
Macy’s 10 Crest

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